Study On Marketing Strategy Optimization Of H Company's Essential Oil Natural Cosmetics

With the continuous upgrading of national consumption level,people's demand for beauty and youth is becoming more and more urgent.Essential oil cosmetics,with its natural and pure characteristics,fast absorption and strong penetration,are gradually being sought after by more and more beauty lovers.At the same time,the vast Chinese market,overseas well-known essential oil brands have entered the Chinese market.As a well-known e-commerce brand,H company needs to review the situation and constantly optimize its marketing strategy to meet the personalized and diversified needs of consumers,which is of great significance to stabilize the company's market position and long-term development.This paper studies the classical marketing theory and marketing viewpoints of the existing literature,and makes a detailed analysis of H Company.In the first part,the background,purpose and significance of the research are described in detail.In the second part,the related theories including marketing theory at home and abroad and the research status of essential oil cosmetics are introduced.In the third part,H company is briefly introduced.While affirming the achievements of H company,it also sees such problems as poor product quality,inadequate product positioning;imperfect brand strategy,long product renewal cycle;lack of a stable and unified price system,serious channel conflict;lack of professional skills of employees,serious internal roll-over and so on.In the fourth part,the macro-environment and industry environment of H company are briefly described,and the market segmentation,target market selection and product positioning are analyzed.The following problems are found: the company neglects the differences of consumer psychology and behavior of different consumers online and offline when formulating strategies,which leads to the product positioning of different channels is not clear and can not be in the consumer's mind.In addition,in the brand layout,the differences between regional characteristics and consumers' purchasing patterns are not fully taken into account.The fifth part puts forward the optimization of H company's essential oil cosmetics marketing mix strategy from four aspects: product strategy,price strategy,channel strategy and promotion strategy.In the end,it puts forward the safeguard measures of H company's essential oil cosmetics marketing strategy in formulating reasonable marketing plan and adopting threedimensional financial system,focusing on the training of marketing team and optimizing organizational structure,establishing two-way feedback marketing information system,and carrying out marketing control.This paper applies marketing theory,Porter's Five-power competition theory,consumer behavior theory,product positioning theory,network marketing and experience marketing theory to study.On the basis of qualitative research,a lot of market research and statistical analysis have been done.Through cluster analysis,focusing on the target consumer groups that the company needs to focus on in the next step,and then combining with the redesign of the company's STP strategy,the focus of H company's next strategic adjustment is clarified.This paper attempts to apply marketing theory to the analysis of H company and find a suitable marketing path for H company.It has a lot of reference significance for the marketing of small and medium cosmetics companies,which is also one of the significance of this paper.