从消费者角度分析高端美妆品牌的营销策略——以昆明市场为例
摘 要
在中国有越来越多的女人追求更高端的美妆，更先进的美妆方式，由此衍生出很多的代购、美妆博主、美妆排行榜和美妆APP。看的出中国消费者在美妆方面越来越了解，在这样的条件下，中国的美妆市场具有巨大前景。有市场就有竞争，在竞争激烈的前提下，消费者是否买单成为品牌所关心的最大原因，本文就通过对消费者的调查，来看高端美妆品牌的营销策略是否适用于消费者。
中国发展到现在，已经成为一个经济大国，与国际接轨之后有越来越多的人开始追求更好的品牌。经济的快速发展已经使得中国成为奢侈品品牌最重要的市场，越来越多的高端品牌进驻到中国这个大都市。但有很多的品牌来势汹汹，但到了这个之后却没有造成现象级的影响。从这就可以看出品牌营销的重要性了，本文通过消费者调查出一些值得深思和研究的结论。针对这一调查结果进行评价和建议。
关键词：营销策略，消费者，高端美妆品牌
Analysis of Marketing Strategy of High-end Beauty Brand From the Perspective of Consumers
—Taking Kunming Market as an Example
ABSTRACT
There are more and more women to pursue more high-end beauty in China, more advanced beauty, which creates a lot of purchasing, beauty makeup bloggers, beauty and beauty APP. rankings look out Chinese consumers know more in terms of beauty, in such conditions, China the beauty market has great prospects. There is competition in the market, in the context of fierce competition, whether consumers pay to become the biggest reason brands are concerned, this article through the survey of consumers, see high-end beauty brand marketing strategy is suitable for consumers.
Development up to now, China has become an economic superpower, in line with international standards after more and more people begin to pursue a better brand. The rapid development of economy has made China a luxury brand is the most important market, more and more high-end brands in this metropolis in China. But there are a lot of brands became strong enough, but not at the end of the this phenomenal impact. From this you can see the importance of brand marketing, based on the consumer survey out some conclusions to ponder and research. To evaluate the results and Suggestions.
KEYWORDS：carketing strategy，consumer，high-end beauty brand
目 录
1.1 营销策略的概念…………………………………………………………………………. 1
1.2 营销策略的意义及方法………………………………………………………………. 1
1.2.1 营销策略的意义………………………………………………………………. 1
1.2.2 营销策略的方法………………………………………………………………. 1
2.1 产品策略……………………………………………………………………………………. 3
2.2 价格策略……………………………………………………………………………………. 3
2.3 渠道战略……………………………………………………………………………………. 4
2.4 促销策略……………………………………………………………………………………. 4
3.1 宏观因素……………………………………………………………………………………. 6
3.1.1 市场因素…………………………………………………………………………. 6
3.1.2 环境因素…………………………………………………………………………. 6
3.2 微观因素……………………………………………………………………………………. 7
3.2.1 产品因素…………………………………………………………………………. 7
3.2.2 公司因素…………………………………………………………………………. 8
4 调查并分析昆明消费者对高端美妆产品的态度………………….. 9
4.1 分析调查数据…………………………………………………………………………….. 9
4.2 从消费者角度来分析高端美妆品牌的营销策略…………………………. 10
4.2.1 定价策略……………………………………………………………………….. 10
4.2.2 促销策略………………………………………………………………………… 11
4.2.3 渠道策略………………………………………………………………………… 11
4.2.4 产品策略………………………………………………………………………… 11
5.1 产品策略………………………………………………………………………………….. 13
5.2 价格策略………………………………………………………………………………….. 13
5.3 渠道策略………………………………………………………………………………….. 14
5.4 促销策略………………………………………………………………………………….. 15
