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论文作者:英语论文论文属性:课程作业 Coursework登出时间:2014-04-01编辑:caribany点击率:6843
论文字数:2336论文编号:org201404011003581207语种:英语 English地区:英国价格:免费论文
关键词:Small Business小企业Cosmetic Beauty Industry美容行业female industry
摘要:即使在经济不景气的年代,化妆品市场仍呈现一个增长的趋势,由于人们更为关注他们的自我形象。Even in the economic depression, cosmetic market still shows a improving tendency due to the much more attention of people in their self-image.
3.Literature Review
3.文献回顾
3.1 Segmentation Strategy
In order to maintain a proper occupation of market share of the cosmetic
market, Natural Up has a clear segmentation strategies which reflect in the
products segmentation which target various customers, distributional channel,
additional values of productions.
Firstly, there is upper-middle group who can earn a better revenue that the
average of massive people. With sufficient savings, the upper-middle group
desire to have a better quality life showed in preferable famous brand and high
quality production. Compared with mass customers, they even pay more attention
to the self-image with much more desire of cosmetic products. Based on related
high social standard, upper-middle group do not want to go to the supermarket
to purchase the self-care production with a preference of high level Department
stores and exclusive agencies. As a result, with a high requirement of brand
image and production function like anti-aging, the company may promote some
high qualified products with high costs to commit with the rich target
audiences which is elegant brand image and high bio-technology contains in
function. However, it must be the smallest portion included in this company due
to its small-sized with limited capital.
Definitely, mass customers still occupy the biggest share of the cosmetic
market with an average affordable saving. In addition, with the global economic
depression, more customers tends to lead a frugal life with limited budget.
Consequently, it may focus on the fashionable and functional features with the
products but in affordable prices. The mass customers can choose the products
in the daily life like supermarkets, department store or other convenient
stores. Thus, these places may be the best choices for us to expand larger
markets.
The customers always demand professional products and suggestion in hair care
aspect due to it related closely to the image. Moreover, some hair color or
hair care behaviour can not be DIY in home especially for some customers do not
have much professional knowledges about it. Due to that, the company can
promote the technology and professional functions of the products especially
with the broad of the sales channel into barber shop and franchise health care
stores. With professional image and quality, it may generate a customer trust
and preference in the cosmetic market.
Finally, the environmental pollution brought by the improvement of industria本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。