Research On Differentiated Marketing Strategy Of Company D’s Skincare Brand In Homogeneous Market

In recent years,with our country national economy develop speed and development quality continuously improving,our country already becomes second to the United States and Japan to protect skin to taste consumption market of the third biggest at present.More than recognizing the present achievement that our country protect skin to taste market large-scale development that should see,the domestic middle and high-end skincare market almost all are occupied by transnational brands,and the domestic native skincare brands are basically pushed down in the middle and low-end market profit space is smaller.Compared with the international first-class skin care products companies,domestic local skin care products enterprise whether or from the perspective of the core competitiveness of the product from the brand,both at the relative disadvantage of stage,and common single situation is very serious,the homogeneity product portfolio,brand positioning fuzzy,marketing rigid restrict skincare companies such as the key factor for sustainable development.Throughout our country domestic to protect skin to taste market at present,has shown very outstanding homogenization problem at present,which reflect not only for product homogenization,but also in price homogenization,promotion homogenization,and marketing channel homogenization performance situation is more outstanding.This NOT only greatly reduce the marketing marginal benefit of many Chinese skincare COMPANIES at present,but also IS bad for our country skincare industry to scale development.Therefore,it is of great practical value to study the brand differentiation marketing strategies of skincare companies in the homogeneous market.In view of this,this paper selects D company as the research object to study the differentiated marketing strategies of D skincare brand in the homogeneous market.The core content mainly includes the following aspects.First of all,the marketing environment to protect skin care products to our country to analyze,and using the questionnaire research method system combing under the homogenization market D company to protect skin care brand marketing main problems.Secondly,design the differentiated marketing strategies of D company’s skincare brands in the homogeneous market.It is mainly analyzed from four aspects: product brand marketing,price marketing,channel marketing and promotion marketing.Finally,it constructs the guarantee for the implementation of the differentiated marketing strategy of D company’s skincare brand in the homogeneous market.It mainly focuses on the three aspects of organizational guarantee,institutional guarantee and cultural guarantee.Research conclusion of this paper not only helps to further enrich and expand the brand marketing theory,differentiation theory,strategic management theory and the 4 p marketing theory in the current our country protects skin care brand differentiation marketing application depth and application scope of the same type enterprise in our country at the same time also help guide the development of science and brand differentiation marketing management.