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1、碧修堂化妝品亞洲市場推廣方案策劃摘要：隨著生活水平的不斷提高,人們對化妝品的需求越來越強烈，特別是年輕女性?；瘖y品市場的競爭日趨激烈，市場細(xì)分日益細(xì)化。相比于資生堂、蘭蔻、香奈兒等知名品牌，中小企業(yè)只能在夾縫中求得一線生機。在競爭如此激烈的化妝品市場中，像碧修堂這樣的中小型企業(yè)想要在市場中贏得一席之地，就必須認(rèn)真研究化妝品市場的現(xiàn)狀，預(yù)測其變化，掌握其動態(tài)，制定正確的營銷策略，更好的滿足消費者的需求。碧修堂，日化行業(yè)中一顆璀璨新星，源自法國科美集團，以“修復(fù)”理念為主導(dǎo)的精準(zhǔn)市場定位，讓碧修堂品牌在2009年異軍突起，致力打造為中國日化行業(yè)“修復(fù)”第一品牌。本文主要分析以中
2、國、日本等為代表的亞洲化妝品市場的基本概況，對碧修堂的目標(biāo)市場和市場定位加以分析研究，運用SWOT工具分析碧修堂當(dāng)前所處的競爭市場，尋找碧修堂的市場前景。分析了碧修堂的營銷要素，圍繞企業(yè)效益最大化的目標(biāo)，從企業(yè)可提供的產(chǎn)品與價格著手?jǐn)U大企業(yè)與消費者的對應(yīng)面；結(jié)合渠道與促銷推力，拉近消費者與企業(yè)產(chǎn)品之間距離，制定相應(yīng)的營銷策略，從而解決企業(yè)面臨的營銷問題。把碧修堂打造成為中國領(lǐng)航品牌，使其順利進入亞洲市場。關(guān)鍵詞：亞洲市場,碧修堂化妝品,推廣策劃BIOXUTAGCosmeticsAsianMarketPromotionPlanAbstract:WithPeople'slivi
3、ngstandardimproving,theirneedincosmeticsbecomesmoreandmoreintensely,especiallyfortheyoungwomen.Competitionincosmeticsmarketbecomesincreasinglyfierce,marketsegmentsisincreasinglyrefined.ComparedtoShiseido,Lancome,Chanelandotherfamousbrands,smallandmedium-sizedenterprisescanonlysurviveinsque
4、ezedbysilverlining.Ifsmallandmedium-sizedenterpriseslikeBioxutagwanttowinaplaceinthecompetitivecosmeticsmarket,theymuststudythesituationofcosmeticsmarketcarefully,predicateitschanges,masterthedynamics,formulatecorrectmarketingstrategiesandmeettheneedsoftheconsumersbetterly.Bioxutag,ashinin
5、gstarindailychemicalindustry,fromFrenchKeMeiGroup,whosedominantmarketpositionis“fix’’,whichletBioxutagbrandbecomeanewforcein2009,iscommittedtobuildingthefirstbrandinChinesechemicalindustry'sdomainof“fix".ThispapermainlyanalysisthebasicsituationsofAsiancosmeticsmarketsespeciallyChinaandJapa
6、n.AnalysisandresearchthetargetmarketandmarketpositionofBioxutag,useSWOTtoolstoanalyzethecurrentcompetitivemarketwhichBioxutagbein.LookingforBioxutag'smarketprospects.Analyzesthemarketingfactors,focusonthegoalsofself-benefitmaximization,expandthecontactfacebetweenconsumersandenterprises;com
7、binethepushpowerofPlaceandPromotion,toclosethedistanceofproductsandconsumers;takebothsidesastheoreticalbase,toformulaterelevantmarketingstrategies,thustoresolvethemarketingproblemsthatcompaniesface.Creat,Bioxutag,asChina'sleadingbrandandletitenterAsianmarketsu
