Research on marketing strategy of Nanjing H Cosmetics Company

Abstract

The Internet era presents new challenges to the marketing of traditional cosmetics enterprises. In order to solve the marketing problems of Nanjing H Cosmetics Co., Ltd., the external macro environment, industry environment and internal environment affecting the company's marketing were analyzed in combination with the actual situation of Nanjing H Cosmetics Co., Ltd. The study adopted STP target marketing strategy theory and "4P" marketing theory to analyze the company's current marketing strategy. According to the characteristics of H company's products, it is proposed that H company should enter more segmented markets from multiple angles, implement accurate marketing in the target market, and have accurate market positioning for its main products. It is proposed to create a new brand facing the young market, resolutely abandon the ordinary skin care products business, expand the pharmaceutical and cosmetic products business, and implement product strategies such as differentiated competition and management for self-employed and agent products. There should be a replacement of cost pricing with market pricing, and application of price strategies such as hierarchical pricing and portfolio pricing. There should be a development of marketing channels such as offline distribution and online e-commerce operation. it is proposed to increase advertising and online promotion and carry out public relations marketing and other promotion strategies. Moreover, it is proposed to put forward some safeguard measures from the aspects of management system, technology, talent, and capital to ensure the smooth implementation of the company's marketing strategy. The research results of this paper could solve the marketing problems faced by Nanjing H Cosmetics Company, conform to the strategic direction of modern cosmetics marketing, and could effectively improve the marketing management level and economic benefits of the enterprise. Furthermore, the research results revealed certain reference significance for other domestic small and medium-sized cosmetic enterprises and expand the application of marketing theory.