A Research On Marketing Strategy Of Pien Tze Huang Cosmetic Company

In recent years,China's rapid economic development,continuous transformation and optimization of economic structure,the transformation of political and cultural environment and the substantial improvement of scientific research and technology have laid a solid foundation for the broad prospects of China's cosmetics market.At present,China's cosmetics industry market is developing well,but the market competition is fierce.Foreign brands have long been in the domestic market and occupy a large market share.How Chinese branding breaks out in the competition,and produces its own competitive advantage and brand effect,which is accepted and recognized by consumers,is an urgent problem to be solved.Therefore,the author chose the local cosmetics company,Pien Tze Huang Cosmetics Company as the object to conduct marketing strategy related research.By consulting a large number of documents,the author understands the theoretical basis;The data obtained from multiple sources are quantitatively analyzed.First of all,this paper uses the macroenvironmental analysis method(PEST)to analyze and study the large environment of the Pien Tze Huang Cosmetics Company.Then,use the five force model to analyze the current situation of the target company's industry to find out the opportunities and threats faced by the company.This paper continues to analyze the internal resources of the Pien Tze Huang Cosmetics Company step by step in order to achieve the purpose of analyzing its advantages and disadvantages.Then,this article uses 4P theory to analyze the current marketing strategy of the Pien Tze Huang Cosmetics Company,and uses comparative analysis method to compare the competitors Pechoin Cosmetic Company,find out the problems existing in the Pien Tze Huang cosmetic company,and put forward targeted opinions and suggestions.After analysis,the author believes that in the future,the Pien Tze Huang Company should carry out research and development of new products on the basis of sufficient market research and development,put into a promising market,and continuously enhance its own scientific research strength,and pay attention to product packaging issues and price rationality.Combining the sales data of products,standardize the sales channels of products,keep pace with the times while maintaining the steady development of existing channels,and continuously develop new promotion channels and methods.This article is divided into six chapters.The first chapter is the introduction,explaining the background and significance of the research,as well as the research content and methods.The second chapter is the related theoretical summary.The third chapter is the analysis of the marketing environment of the Pien Tze Huang cosmetics company,including PEST analysis,industry five-force model analysis and internal resource analysis.The fourth chapter is to use 4P theory to analyze the current marketing situation.The fifth chapter is to find out the problems and analyze them by comparing them with the competitors.The sixth chapter is aimed at the problems found above,and puts forward targeted solutions.Chapter Seven is conclusions and prospects.