| With the development and improvement of China’s economy and social living standards,the domestic consumer goods market has been greatly developed.Especially in recent years,the proposal of China’s dual cycle development strategy has further promoted the prosperity of the domestic consumer goods market.In this context,the domestic skincare consumer market in China is gradually becoming mature,and consumers’ demand for skincare products has also shifted from initial basic needs to diversification,high-end,specialization,and personalization.This article takes Company B,a skincare company specializing in the production and sales of cosmetics,as the main research object,to study the problems in the marketing strategy of the company’s skincare products.Based on this,the optimization direction of the marketing strategy is analyzed.Through research,it is found that:(1)From the perspective of consumer perception differentiation,Company B’s skincare marketing strategy currently cannot meet the needs of consumers of different ages The problems of different price range products having different attractiveness to consumers and insufficient maintenance ability for high consumption capacity consumers can be optimized by tapping the potential of products to meet consumers of different ages,paying attention to low-end and high-end price range products,and retaining high consumption customer groups through various value-added services.(2)In terms of the skincare product strategy of Company B,there are currently issues such as the need to improve product quality recognition and the lack of clear competitive advantages in product effectiveness.Optimization can be achieved by strengthening product quality management and increasing investment in product effectiveness research and development.(3)At present,there are problems with the pricing strategy of skincare products in Company B,such as the inability to form a good price impression on consumers and the incomplete e-commerce pricing system.Optimization can be achieved by timely adjusting the product price combination model and strengthening the management of the e-commerce pricing system.(4)In terms of the skincare channel strategy of Company B,there are problems such as insufficient operating capacity of the platform’s self operated flagship stores,slow construction of offline direct stores,and uneven quality of offline specialty stores.These can be optimized through the professionalization of e-commerce operation teams,acceleration of offline direct store layout construction,and improvement of offline specialty store management mechanisms.(5)There are some problems in the promotion strategy of skin care products of Company B,such as rigid festival promotion form,excessive pursuit of platform to promote sales,which can be solved by establishing festival promotion marketing management system,adjusting the platform to promote marketing strategy goals,etc. |
