商务英语论文.docx
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商务英语论文.docx
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商务英语论文
商务英语论文
篇一:
商务英语毕业论文
StrategiesonCosmeticMarketing
School:
HeilongjiangUniversity
May10,2021
Abstract
Themodernsenseofthemarketingideologicaloriginallystartedintheearly20thcentury,thechangethatmarketingresearchconvertedtraditionaleconomicsintomanagementsciencemarkedthebeginningofthemarketingmanagementera,4Ps’sproposedbyexperthavelaidthefoundationtheoreticalframeworkforthemanagementofmarketing.ThemajorissueswhichourmarketingacademiaandbusinesscirclesarefacingwithcurrentlyarethathowcanmatureinternationalmarketingtheoryintegratewithChinamarketintransition.Businessmarketingstrategyisthemainactivityofthemodernbusinessmarketingandwhetherthestrategiesarescientificisdirectlyrelatedtothesuccessorfailure.Hence,tomakethebusinessmarketingactivitiesoperateandtoachievetheexpectedeconomicbenefits,wemustresearch,analyzeandevaluatethebusinessmarketingstrategies.Withthecontinuousdevelopmentofthesociety,thecosmeticsindustryhasbecomeashiningstar.Inthispaper,IanalyzedthepresentsituationofChina’scosmeticindustry’scompetitionandsummarizedthemarketingstrategiesofforeignbrand-namecosmetics.Istudiedthathowcandomesticsmallcosmeticsstandoutinahighlycompetitivemarketandexpandthemarketsharebyfocusingonbrandingandmarketingstrategy.Thishasaveryimportantpracticalsignificanceforimprovingourabilityandlevelofanalyzingandsolvingproblems.
Keywords
cosmeticsindustry,products,brands,marketing,strategy
摘要
现代意义的市场营销思想最初始于20世纪初,营销从传统的经济学转入管理学研究,标志营销管理时代的开始,4个P理论的提出奠定了管理营销的基础理论框架,如何将国际成熟的营销理论与方法和中国转型市场完成对接,是当前摆在我国营销学界和企业界面前的一个重大课题。
企业市场营销战略,是现代企业市场营销的主要活动,战略和策略制定是否科学,直接关系到企业营销的成败。
因此,要使企业营销活
动正常进行,取得预期的经济效益,就必须研究、分析和评价企业的市场营销策略。
随着时代的不断发展,化妆品行业俨然成为一颗闪耀的巨星。
本文深入分析我国化妆品行业的市场竞争现状,总结分析了国外名牌化妆品的营销策略,重点从和营销策略出发,研究国内中小化妆品如何在竞争激烈的市场上脱颖而出,扩大市场份额。
对于提高自己分析问题、解决问题的能力和水平,具有非常重大的实际应用意义。
关键词
化妆品行业,产品,品牌,营销,策略
Contents
Abstract..........................................................................................................................................................I摘要...............................................................................................................................................................II
1.Introduction..............................................................................................................................................1
2.OverviewofMarketingTheory..............................................................................................................1
2.1TraditionalMarketingTheory.........................................................................................................1
2.24PsTheory.......................................................................................................................................1
2.3SWOTanalysis................................................................................................................................2
3.4PsTheory’sApplicationofThreeBrands’MarketingStrategies....................................................2
3.1ProductStrategies............................................................................................................................2
3.1.1ProductStrategiesAppliedinAvon....................................................................................2
3.1.2ProductStrategiesAppliedinNaturalRepublic.................................................................3
3.1.3ProductStrategiesAppliedinPehchaolin..........................................................................3
3.2PriceStrategies................................................................................................................................3
3.2.1PriceStrategiesAppliedinAvon.........................................................................................3
3.2.2PriceStrategiesAppliedinNaturalRepublic......................................................................4
3.2.3PriceStrategiesAppliedinPehchaolin................................................................................4
3.3PlaceStrategies................................................................................................................................4
3.3.1PlaceStrategiesAppliedinAvon.........................................................................................4
3.3.2PlaceStrategiesAppliedinNaturalRepublic.....................................................................4
3.3.3PlaceStrategiesAppliedinPehchaolin................................................................................5
3.4PromotionStrategies........................................................................................................................5
3.4.1PromotionStrategiesAppliedinAvon.................................................................................5
3.4.2PromotionStrategiesAppliedinNaturalRepublic..............................................................5
3.4.3PromotionStrategiesAppliedinPehchaolin........................................................................5
4SWOTAnalysis’sApplicationofThreeBrands’MarketingStrategies.............................................6
4.1StrengthAnalysis.............................................................................................................................6
4.1.1StrengthAnalysisofAvon...................................................................................................6
4.1.2StrengthAnalysisofNaturalRepublic................................................................................6
4.1.3StrengthAnalysisofPehchaolin.........................................................................................7
4.2WeaknessAnalysis..........................................................................................................................7
4.2.1WeaknessAnalysisofAvon.................................................................................................7
4.2.2WeaknessAnalysisofNaturalRepublic..............................................................................7
4.2.3WeaknessAnalysisofPehchaolin........................................................................................7
4.3OpportunityAnalysis.......................................................................................................................8
4.4ThreatsAnalysis..............................................................................................................................8
Conclusion..................................................................................................................................................10
References...................................................................................................................................................11
Acknowledgements.....................................................................................................................................12
StrategiesonCosmeticMarketing
1.Introduction
Inthispaper,IusedtheAvonofUnitedStates,NaturalRepublicofSouthKoreaandPehchaolinofChinaasexamples.Avon’smarketingstrategiesarethemostpersuasiveasitistheworld-famousbrandofcosmetics.SouthKoreahasadvancedtechnologiesofproducing.AlthoughNaturalRepublicisanemergingbrand,itcanquicklycapturethemarketshowstheadvantageofitsmarketingstrategies.PehchaolinisaChinesehistoricbrandanditisconstantlyimprovingtheirmarketingstrategiesinordertooccupymoremarketshareundertheimpactoftheage.
Ireferencedthe4P’stheoryandSWOTanalysis,throughanalyzingandcomparingwiththethreecompaniesmarketingstrategiestofindouttheadvantagesorareasforimprovementandexcellentmarketingstrategiesthatwecanlearnfrom.
2.OverviewofMarketingTheory
Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyat-large.
2.1TraditionalMarketingTheory
Formarketing,westernscholarshavegivenhundredsofdefinitions,thefollowingaremorerepresentative.
In1960,AmericanMarketingAssociation(AMA)definedmarketingfor“marketingisabusinesswaywhichguidesthegoodsandservicesfromproducerstoconsumersorusers”.E.J.McCarthyheldthatmarketingisthebusinessactivitythatguidesthegoodsandservicesfromtheproducerstotheconsumersorusersinordertosatisfycustomersandachievebusinessgoals.ThisdefinitionismoreadvancedthanthepreviousonebyAMAbecauseithasclearlypointedoutthecompanysbusinessgoalistomeetcustomers’needsandmakeprofit.
Itcanbeseenfromtheabovedefinitionthatwiththedevelopmentofthesocialeconomyandthedeepeningofhumanunderstanding,theconnotationanddenotationofthemarketinghavebeengreatlyeichedandexpanded.Theprocessextendedforwardtoavarietyofactivitiesinthefieldofproductionandpre-productionandbacktotheconsumersaftertheendofthesale.Itscontentexpandedtomarketresearch,marketsegmentation,productdevelopment,pricing,selectdistributionchannels,advertising,promotion,service,informationfeedbackandotheraspects.
2.24PsTheory
E.JeromeMcCarthy,theprofessoroftheUniversityofMichigan,hasattributedtheelementsofthecompaniesmarketingstrategiestoacombinationoffourbasicstrategiesforthefirsttimeinhisBasicMarketingin1960.Thiswasknownast
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