清妃化妆品营销策略分析---以xx地区市场为例

摘  要

清妃（Chinfie）是上海家化旗下的品牌，属于国产化妆品品牌，是中高档现代个人护理美容品牌。面对广阔的市场前景和明显的市场特征，无论是市场的进入者还是先行者都希望能在市场中长期拥有一席之地，占得一定份额，以获取利润。所以采取正确的营销方案是化妆品企业关心和急待解决的问题。
  本文基于产品市场营销策略的基本框架，从三个层面对清妃的营销问题进行了研究。首先，基于SWOT分析框架，对清妃化妆品的营销环境进行了分析，以明确机会和威胁；其次，根据目标市场的需求特征和定位依据，对清妃的营销组合策略，即产品、定价、分销和促销进行了较为详细的探讨。最后，考虑清妃化妆品主要面对各种客户，因此对关系营销、服务营销的观念进行了讨论，试图在销售管理中加以运用。

关键词: 清妃；营销策略；化妆品
Abstract

Chinfie is Shanghai Jahwa Chinfie brands, which belongs to the domestic cosmetics brand, is a modern high-end personal care beauty brand. The face of the vast market prospects and obvious market characteristics，whether it is a market entrants or pioneer in the hopes of the long-term market has a space for one person, for a certain share, to obtain profit.So take the right marketing plan is the cosmetics enterprises concerned and the problems to be solved urgently
In this paper, based on the product marketing strategy framework, from the three layer face chief marketing problems were studied. Firstly, based on the analysis framework of SWOT, the chief cosmetics marketing environment undertook an analysis, to identify opportunities and threats; secondly, according to target market demand characteristics and orientation basis, to chief marketing combination strategy, namely product, pricing, distribution and promotion of a more detailed study.Finally, considering the chief cosmetics mainly the face of a variety of clients, so the relationship marketing, service marketing concept are discussed, trying to use them in sales management.

Keywords: CHINFIE; Marketing Strategy;Cosmetics

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