Research On The Marketing Strategy Of CY Cosmetics Trading Compan

In recent years,with the rapid development of e-commerce,traditional retail enterprises are faced with tremendous challenges.Many large enterprises have tried to develop online trading platforms,seek innovation and transformation,and explore new development models.Thus,it can be seen that the innovation of retail enterprises is a general trend.At the same time,with the upgrading of consumption and the development of China’s economy,the cosmetics market has a favourable prospect of development.The sales volume of cosmetics in fast moving consumer goods has always been at the top of the list.However,due to the emergence of various comprehensive retail brands and online shopping malls,the market competition has become increasingly fierce.In this context,small and medium-sized cosmetics retail enterprises are under great pressure,and innovation and upgrading are imminent.The research object of this thesis is CY Cosmetics Trading Company,which is a small and medium-sized company in the field of cosmetics retail,and currently operates in the mode of offline retail.In the research,firstly,the marketing status and market environment of the company were analyzed;Then from the perspective of consumers,the questionnaire was designed based on the 4C theory,and a questionnaire survey was carried out.Next based on the internal data and questionnaire analysis results of the enterprise,it was concluded that the enterprise has existing problems such as insufficient goods in the store,old-fashioned store furnishings,single communication channel,limited promotion channel,and lack of customer evaluation system;Finally,according to the existing problems of the enterprise,from the four aspects of consumer demand,purchase cost,purchase convenience,and business-to-customer communication.The marketing strategy optimization suggestions thatmatch the CY cosmetics trading company were put forward,and the safeguard measures were expounded from the four aspects of enterprise culture system,organization and talent.Hopefully,the research in this thesis can enlighten the innovation and upgrading of CY Cosmetics Trading Company,and also provide development reference for the same type of enterprises.