北京理工大学珠海学院 2020 届本科生毕业论文广州市梦芬化妆品工具公司营销策略研究广州市梦芬化妆品工具公司营销策略研究摘 要随着我国经济的发展以及技术水平的提升，我国化妆品工具行业市场有着较好的发展前景。在政府政策的扶持下市场准入门槛降低，且营销渠道拓宽，越来越多中小微企业进入到化妆品工具市场中。如何在激烈的市场竞争中存活下来成为很多中小微企业面临的问题。本研究通过对广州市梦芬化妆品工具公司的基本状况进行了解分析，研究该公司在营销的过程所遇到的一些问题。通过态势分析得出梦芬公司在市场发张中的优势、劣势、机会和威胁，运用目标市场分析理论对梦芬公司进行市场细分，选择梦芬公司在化妆品工具行业的目标市场并找准其在行业市场中的定位。在本文内还对梦芬公司运用了包括产品策略、价格策略、渠道策略、促销策略的营销策略进行分析，综合分析结果对梦芬公司营销策略优化提出建议。本文研究能够对梦芬公司未来的发展提供指导，同时也希望能够对国内相类似的中小微企业起到参考借鉴作用。关键词：化妆品工具；梦芬公司；营销策略；市场营销北京理工大学珠海学院 2020 届本科生毕业论文Research on Marketing Strategy of Guangzhou Mengfen Cosmetics Tools CompanyAbstractWith the development of our country's economy and the improvement of our country's technical level, our country's cosmetic tool industry market has a good development prospect. With the support of government policies, the threshold of market access is lowered, and the marketing channels are broadened. More and more small, medium and micro enterprises enter the cosmetic tool market. How to survive in the fierce market competition has become a problem faced by many small, medium and micro enterprises.Through the analysis of the basic situation of Guangzhou mengfen cosmetic tool company, this study studied some problems encountered in the marketing process of the company. Through the situation analysis, the advantages, disadvantages, opportunities and threats of mengfen company in the market development are obtained, the ma...
