上海家化化妆品营销战略研究

南京航空航天大学硕士学位论文上海家化化妆品营销战略研究姓名：王寅申请学位级别：硕士专业：企业管理指导教师：曹锟生20081201ISWOTSWOT’ssecondandtheworld’seighthlargestmarketforcosmeticsthroughovertenyearsofdevelopment.Currently,thecompetitionbetweencosmeticsfirmshasevolvedintoanall-aspectsone,includingpriceandsalesmodemarketpublicitydistributioncorporatecultureetc.Facedwiththemarketchanges,allcosmeticfirmsarebeginningtore-evaluatethemselvesandmakeadjustmenttoadapttothechallengesbroughtaboutbythefiercemarketcompetition.WiththeuseofMarketingManagementtheoryIndustrycompetitionanalysismodelandSWOTanalysis,thispaperselectsShanghaiJawhaastheobjectiveofstudy.Throughsystematicanalysisofthestatusquoofdomesticcosmeticsmarketinwhichspecialattentionisgiventochangesofthetargetmarket,competitors’strategies,andsalesmodeetc,andbymeansofexaminingthecompetitiveedgeofbothitselfanditsrivals,thispaperpointsoutthemarketstatusofShanghaiJawhaanddiscussesitsstrengthsandweaknessesinthecompetition.Basedonpreviousanalysisandthetrendofmarket,thispaperputsforwardseveralsalesstrategiesandprovidescientificbasisforShanghaiJawha’sfuturedevelopment.ThroughthecasestudyofShanghaiJawha’ssalesstrategy,thegoalofthispaperistofindoutpossiblestrategiesfordomesticcosmeticsfirmstobettercompeteintheforeign-dominatedmarket.KeywordsMarketingstrategy,Keyfactorappraisalmethod,Industrycompetitionanalysismodel,SWOTapproach,Locationanalysis://://[1]80%[2]199060004.51.05[3]AMA1960[4]E.J.McCarthyAMAPhilipKotler1984AMA19854Ps4Ps6Ps7Ps4Cs4Rs1.2.1.14Ps1960JeromeMcCarthy[5]19674Ps[6]4Ps[7]1.2.1.24P4Ps4Ps4Ps6Ps7Ps10P16Ps1986PPoliticalPower(PublicRelations)[8]27PsBoomsBitner19814PPPeoplePhysicalevidenceProcess7Ps4Ps[9]1.2.1.34Cs6Ps7Ps10P4Ps901990Lauteborn4Cs4CsCustomerNeedsandWantsCostConvenienceCommunication[10]4Cs4Ps4Cs[11]1.2.1.44Rs19852090DonE.Schultz4RsRelevancyRespondRelationReturn4Rs[12]2060D[13][14]1979[15]1980[16]1985[17]19942090[18]SWOTStrengthsWeaknessesOpportunitiesTreatsSWOTSOWOSTWT[19]1.2.2.2://[20][21]1.11.11.31.3.1://://[22]2.1.1.11239[23]2.1.1.21://[24]11001002.2PESTPEST[25]2.2.110111818200712[26]200743.1%36.3%2.2.32.2.3.1200713212968120072.12.12007%132129100.0593797275044.955.1680486408151.548.50-1415-5960652566091129153401063619.469.011.68.12007://[27][28]2.12.12.3.1[29]80%90%183-52.3.3[30]2.3.42.3.4.1192.3.4.276.80%16.63%90%48%41%48.5%44.1%18.1%59.7%[31]1232%30%18%11%9%335%28%21%[32]482%[33]20542%20-5029%50-10013.7%100-2002002.7%69%[34]720-454520[35]2.3.5[30]2.4EFEEFEExternalFactorEvaluationEFE1-40-11EFE21120.01.016038353353432160403823845412.5412.2EFE10.1330.3920.0930.2730.130.340.140.450.0730.2160.1240.4810.1820.3620.0420.0830.0520.140.0820.1650.0420.0812.83222.22.2EFE2.832.5233.1189819131941199060004.51.05199119942001200113.09200621.5910.58%200712%17.92200799518.823%-5%200247400200881913.23.2.13.2.1.11199060%1996200114.21%10%2004200710253.12001200220032004200520066.256.186.376.237.298.902001-2006219981020042005200636%93%100%200570%3.22001200220032004200520060.100.150.220.300.581.152001-20063196260-909020%33.3302640200124/101200720081-640%600020073.2.1.262%SK-1995ISO9001273.2.2[36][37]3.2.2.17221003.2.2.2200420052.820075++SPA282000SPA199845060%20088LVMH3.2.33.2.3.1293.2.3.2150%23.2.430[38]3.2.4.13.2.4.2[51]200721122007313.2.4.3[40]3.2.53%-5%2%1002003.3IFEIFEInternalFactorEvaluationIFEIFE13220.01.01EFE60383533534321EFE60403823845412.52.52.53.4IFE10.0830.2