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| 完美日记品牌营销策略存在的问题及对策 摘 要 完美日记，创立于 2017 年的时尚美妆品牌。现如今国货美妆崛起，成立五年的完美日记在一众品牌中脱颖而出。近10年来，化妆品行业一直处于比较稳定的增长状态，市场规模也在稳步增长。2016年，直播和社交电商的兴起带动了新营销渠道，打破了传统渠道的获客壁垒，降低了渠道成本。成熟的供应链和新兴的传播与销售渠道，为国产新品牌的崛起奠定了基础；对国货更有信心的90后、00后新人群为新国产品牌提供了市场空间。 如何为完美日记品牌的营销策略提出现存问题及找出解决方案，于行业占有一席之地，就是本论文的研究重点。本文通过对完美日记品牌的自我剖析，比对行业内发展较好的竞争对手的市场营销策略，通过运用市场营销相关理论，得出 完美日记品牌在市场营销环境中存在的问题。然后再有针对性地提出解决完美日记品牌现存的市场营销难题的优化建议，以帮助完美日记品牌突破当前市场营销现状。 关键词：化妆品行业/SWOT分析/营销策略/完美日记 PROBLEMS AND COUNTERMEASURES OF PERFECT DIARY BRAND MARKETING STRATEGY ABSTRACT Perfect diary, a fashion and beauty brand founded in 2017. Now the rise of domestic beauty, established five years of perfect diary in a number of brands stand out. In the past 10 years, the cosmetics industry has been in a relatively stable growth state, and the market scale is also growing steadily. In 2016, the rise of live broadcast and social e-commerce led to new marketing channels, breaking the customer acquisition barriers of traditional channels and reducing channel costs. The mature supply chain and emerging communication and sales channels have laid the foundation for the rise of new domestic brands; the post-90s and post-00s who are more confident in domestic products have provided market space for new domestic brands. How to put forward the existing problems and find solutions for the marketing strategy of perfect diary brand, and occupy a place in the industry, is the research focus of this paper. Through the self analysis of the perfect diary brand, this paper compares the marketing strategies of the better developed competitors in the industry, and obtains the problems of the perfect diary brand in the marketing environment by using the relevant marketing theories. Then, it puts forward the optimization suggestions to solve the existing marketing problems of perfect diary brand, so as to help perfect diary brand break through the current marketing situation. KEY WORDS Cosmetics industry/SWOT analysis/marketing strategy/Perfect Diary . 目 录 摘要I ABSTRACTII 1. 绪论3 1.1 研究背景及意义3 1.2 研究框架及方法3 2、完美日记简介4 2.1 公司概况4 2.2市场现状5 3、营销环境分析5 3.1 外部环境分析6 3.2 竞争对手分析9 3.4 完美日记品牌的SWOT分析10 3.4.1 完美日记品牌的优势分析10 3.4.2 完美日记品牌的劣势分析11 3.4.3 完美日记品牌的机会分析11 3.4.4 完美日记品牌的威胁分析12 4、完美日记品牌营销策略诊断12 4.1 营销战略问题诊断13 4.2 产品策略问题诊断13 4.3 价格策略问题诊断14 4.4 促销策略问题诊断14 5、完美日记品牌营销策略优化建议15 5.1营销策略优化建议15 5.1.1减少过度营销 专注客户留存15 5.1.2多品牌发展 引入中高端产品线16 5.1.3增加线下实体门店17 5.2 产品策略优化建议17 5.2.1注重原创性，打造爆品17 5.2.2提高产品质量及数量17 5.2.3注重研发革新，增强产品创新能力18 5.3 价格策略优化建议18 5.3.1保持极致性价比，占领价格优势18 5.3.2优化下沉市场 抓住直播红利18 5.4 促销策略优化建议19 5.4.1增加用户体验度19 5.4.2抓住营销节点，定点精准广告宣传19 总 结21 致 谢21 参考文献22 |
