新零售背景下快消品的营销策略研究——以国产化妆品为例

Research on Marketing Strategy of Fast-Moving Consumer Goods Under the Background of New Retail——Taking Domestic Cosmetics as an Example

新兴的国产化妆品企业在不乏化妆品牌的时代,改善营销手段、提高产品质量是第一步,其次是提高知名度,化妆品牌不计其数,提高企业品牌的知名度是吸引消费者的前提。论文主要研究的内容是新零售背景下国产化妆品企业存在的问题,并对问题提出适当的解决方案。

In the era of no lack of cosmetic brands,improving marketing methods and improving product quality is the first step of the development of emerging domestic cosmetics enterprises,followed by improving the visibility.There are countless cosmetic brands,improving the visibility of enterprise brand is the premise of attracting consumers.The main content of this paper is to study the problems existing in domestic cosmetics enterprises under the new retail background,and put forward appropriate solutions to the problems.