Research On The Marketing Strategy Of Jieyou Princess Aromatherapy Product

With the rapid development of China's economy,people's pursuit of health and quality of life is getting higher and higher.Aromatherapy products are deeply loved by consumers with their natural health and active ingredients of pure plants.At present,well-known domestic and foreign brands of lavender products and products in other fields have gradually entered China,and the market competition is particularly fierce.As a domestic leading company,the fragrance products of Princess Jieyou Company established the Princess Jieyou brand,which has important practical and reference significance for the company's research on the marketing strategy of fragrance products.This article analyzes the current situation of Princess Aromatherapy fragrance products,uses STP marketing theory,combines the company's product marketing status and its existing problems,analyzes the company's marketing environment in depth,segments the market,accurately selects the target market,and clearly targets the target market.From the four aspects of product strategy,price strategy,channel strategy,and promotion strategy,the company's marketing mix strategy is proposed,and the following conclusions are drawn:(1)On the external environment,Jieyou Princess Company has a complete political and legal environment,a good reliable and stable multi-resource supplier,consumers have a good reputation image of the company's products,new entrants have little competition pressure on the company,and the market The competitive advantage is obvious;on the internal environment of the company;from the analysis of the company's organizational structure,financial status,and human resources,it is found that the company has insufficient scientific and technological strength and uneven distribution of human resources in the internal environment.Proactive offline sales based on the company's good brand image.(2)Segment the aromatherapy product market,select the target market,and accurately position the market;at the same time,solve the problems existing in Princess Jieyou 's product marketing strategy:propose to shorten the product replacement cycle,and diversify and diversify the promotion model Adopt a scientific and reasonable channel structure design to enhance the professional skills of sales staff and ensure the company's long-term stable and sustainable development.(3)Analysis of the company's marketing mix strategy: It gives strategic optimization suggestions from four aspects: product strategy,price strategy,channel strategy,and promotion strategy: The product mix strategy proposes to strengthen the depth of the product mix,reduce elimination,and lag products;new The product development strategy proposes market demand-oriented and increased market research;provides diversified product quality solutions;proposes centralized management of customer data from servicequality improvement strategies,and will classify levels according to customer consumption and provide high-quality pre-sales,Sale,after-sales service;from the price strategy,it is recommended to apply differential pricing,special pricing methods,special product pricing,discount pricing and other methods to optimize the price strategy.In terms of channel strategy,optimize channel strategy from channel structure strategy and channel management strategy: Adopt a hierarchical distribution channel business model on the channel structure strategy,select high-quality channel members on the channel management strategy and conduct incentives and assessments to optimize channel marketing To maximize profit;analyze the key promotional strategies from advertising strategies,business promotion strategies,and public relations strategies: optimize advertising creative themes,increase communication effects,choose multimedia diversified promotion methods,and formulate a comprehensive all-round launch plan;In the business promotion strategy,formulate a standardized promotion process,adopt a diversified three-dimensional integrated promotion model,and establish a good public relationship between the enterprise and the government,organizations,media,consumers,and employees.