中国中小化妆品企业营销渠道分析

The Marketing Channel Analysis of Chinese Small and Medium-sized Cosmetics Enterprise

步入二十一世纪,激烈的市场竞争和强大的技术变革使得越来越多的公司发现依靠营销组合中的产品、价格、促销这些策略来获得竞争优势已经相当困难,而营销组合中的第四个"P",即营销渠道,由于其战略性的特点,使得竞争对手难于在短期内模仿,对获得竞争优势来说,它比其它要素更能提供潜在力量,因而更多的公司开始转而研究如何利用营销渠道争取竞争优势。本文正是基于对营销渠道在培养企业长期竞争优势中重要性的认识,分析中小化妆品企业营销渠道现状,指出调整对策。

Stepping into the 21st century, the fierce market competition and powerful technological changes made more and more companies found that relying on marketing portfolio of product, price, promotion these strategies to gain competitive advantage has been quite difficult, but the fourth marketing combination ＂P＂, namely marketing channels, due to its strategic characteristics, it make the competitors can not imitate in the short term, and gain competitive advantage. As it can provide more potential forces than other elements so that more companies started to turn research on how to make use of marketing channel for competitive advantage. Based on the awareness of the importance of marketing channels in developing long-term competitive advantage, this article analyzes the status of marketing channels in small and medium cosmetics companies, and proposes adjustment measures.