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论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2011-04-12编辑:anterran点击率:3009
论文字数:4355论文编号:org201104121206431909语种:英语 English地区:英国价格:$ 66
关键词:Project DesignedCosmetic ProductsPromotion
The Project Designed for Cosmetic Products Promotion
1. Introduction
The large space of China’s cosmetic marketing has become the object 代写留学生论文contested by a number of internationally renowned brands. In recent years, China’s cosmetic marketing includes the foreign brands, a joint venture brands and local brands. The high, medium and low level cosmetics have a corresponding large-scale distribution consumer groups. The segmentation of market has become more and more difficult, and the homogenization of selling strategy is very serious. Each brand shows its special prowess in scientific and technological innovation, new product development, sales channels, pricing strategies and promotional means respectively. TNCs has a strong brand, advanced marketing system, as well as a strong technical and financial support. There are several excellent domestic brands, but most of them have nothing good or unusual to report, and are in a low-level competition situation of homogeneous, imitation copy, price war. China’s cosmetics companies should build a strong brand immediately. Therefore brand promotion and breakthrough of China’s cosmetics enterprises become an important problem concerned by many manager and researcher. The cosmetics have the properties of non-visual of function, the lag of effect and the luxury of consumption. For cosmetics brand, consumers have difficulty to distinguish the difference of use value from real objects, and consider the added value given by brand effective such as the rich imagination and their social status of products given by commodity taste, image, and the trend of contemporary or brand. Therefore the promotion of brand has obvious impact on the cosmetics. China’s cosmetics market is full of business opportunities, China's cosmetics sales in the calendar year are shown in Table 1, which show the overall size of the cosmetics industry and the growth rate are at a high level, the average growth rate is about 15% in recent years. 2007 The annual sales exceed 1 200 billion in 2007, and the increasing speed surpassed GDP.
Table 1 Sale of China’s cosmetic market in from 2001 to 2008
Year The amount of sales
(100 million Yuan) Year The amount of sales
(100 million Yuan)
2001 400 2005 960
2002 460 2006 1080
2003 750 2007 1200
2004 850 2008 1450
2. Summary of the preliminary research
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