Study On Marketing Strategy Optimization Of Shanghai Bai Que Ling Chemistry Co., Ltd.

Because of the low entry threshold and high profit in the early stage of the cosmetics industry,the number of domestic and foreign cosmetics enterprises is increasing,and the domestic and foreign cosmetics market is seizing the domestic market share one after another,and the competition is intensifying.As the key between the enterprise and the market,many domestic cosmetics enterprises seize the market share by means of various marketing strategies,which makes the market which is already very competitive more cruel.Baique Ling is a well-known cosmetics brand in China.This research chooses Baique Ling as the research object.Its current marketing situation is that Baique Ling mainly focuses on low-end products with rich product lines.The customers of different age groups have different prices.The main marketing channels are Department stores,supermarkets,CS,e-commerce and micro-businesses.Baique Ling plays an important role in the domestic cosmetics industry.In the new situation and environment,it is of great theoretical and practical significance to study its marketing strategy for the cosmetics industry.This study uses relevant marketing theories,including PSEST,five-force model analysis,SWOT analysis,STP tools,etc.,and combines with the development trend of domestic daily cosmetics industry,adopts questionnaire survey,interview and other methods to deeply understand the marketing status of Baique Ling Company.Through the research,we find that Baique Ling has some problems,such as product design can not keep up with consumer demand,product differentiation is small,price chaos exists in various sales channels,too few e-commerce channel platforms,low stickiness of consumers,and less online purchasing channels.According to the analysis of Baique ling's marketing environment,Baique Ling should change its image at the middle and low end,take a differentiated route,and constantly expand the middle and high-end market.To this end,it is proposed to select 20-45-year-old women of middle and high income in first,second and third-tier cities as the target market,optimize packaging,meet consumer needs,create core and star products,develop private customized products,etc.in terms of price optimization,price perception,high price,tail number and other pricing and discount strategies are adopted;in terms of channels,increase is adopted.Brand franchised stores,cosmetics stores,supermarkets and convenience stores,network sales channels,etc.Channels to optimize star endorsement,enhance marketing promotion,more use of new media and other channels to promote;Experience can increase customized experience activities.In addition,in the implementation of the optimized marketing strategy,specific safeguards are put forward,including optimizing the marketing organizational structure,designing the marketing system,strengthening product line planning,establishing the training system of marketing talents,and improving the financial management system.