【作者】 蒋波；

【导师】 左仁淑；

【作者基本信息】 四川大学 ， 工商管理， 2003， 硕士

【摘要】 随着人们对眼部护理用品需求的不断增加，眼贴膜这一化妆品新兴品类的市场总量在高速增长，另一方面越来越多的企业研制、开发眼贴膜产品并不断投入市场，使眼贴膜市场的竞争局面更加复杂，竞争程度更加激烈。 DA公司将其第三代护眼产品——OLX眼贴膜，作为树立OLX品牌、扭转化妆品销售不利局面的有力武器，准备于2003年下半年入市销售。由于目前可采等品牌已建立了稳固的市场地位，OLX眼贴膜虽然功效显著、品质卓越，但要想在市场上站住脚且稳步前进，则必须在竞争中击败对手。为此，本文运用现代营销理论，针对OLX眼贴膜入市推广初期应采取的市场战略，作了如下研究： 第一部分介绍DA集团开发OLX眼贴膜的市场背景以及公司和产品的基本情况；第二部分是对OLX眼贴膜所处的竞争环境进行分析。第三部分从分析目标消费者的真实需求入手，对消费心理与消费行为进行分析，以此确定应如何满足消费者的需要。第四部分包括市场细分，确定目标市场，市场产品定位。第五部分根据前面的分析选择和制定营销战略。第六部分研究、设计实施市场竞争战略的方法和手段。本论文的立足点是研究DA集团采用何种战略可以赢得市场，而市场战略的选择是具有多样化的，根据目前眼贴膜市场空间大、竞争激烈的特点，针对DA集团以前新品入市屡屡失败的具体情况，本文采用了菲利普·科特勒的市场地位竞争理论的研究方法，创新地将市场地位竞争战略作为一个阶段性战略应用于化妆品品牌塑造的关键阶段，即通过指导一个化妆品单品成功地进行初期入市营销，不仅使该产品取得市场竞争的胜利，打开市场局面，而且还要达到为OLX打造强势品牌奠定坚实基础的目的。 本文重在实务，试图将现代营销理论与企业管理实际结合，制定与公司资源匹配的操作性强的市场战略，强调在新产品入市营销过程中具体操作方法的科学性、可行性，希望能对OLX眼贴膜的市场运作起到很好的支持作用。更多还原

【Abstract】 With the increasing demand of people for the eye-care products, there has been a considerable corresponding rise in the society, in the quantity of the eye contour mask, a brand-new product in the cosmetic family. In the meanwhile, with more and more companies’ engaging in the exploration and development of such products, and their continuous launch, the situation of this market is becoming far more complex, and the competition even more fierce.As a powerful weapon to establish her brand OLX, and to cope with the unfavorable situation, DA Company is planning to have OLX Eye Contour Mask, the latest and the third of its kind, come into the market in the latter half of the year 2003. It’s true that her products like Kecai and some others have already had a firm foundation in the market; however, OLX Eye Contour Mask, incredibly effective and remarkable hi quality, must defeat all the opponents, to establish its root and march on steadily. Therefore, by means of the modern marketing theory, I venture to present my study on the proper marketing strategy that the company should take as follows:Part I introduces the general background information of the market, the company and her products. Part II focuses on the analysis of the competitive circumstances. Starting with the analysis of the potential consumers, Part III dwells on the psychology and action of consumers, to determine how to fulfill the consumers’ requirements. Part IV deals with the divisions of market, determination of target market, and the orientation of the product in market. Part V concentrates on the choosing and establishing of the specific strategy, based on the previousanalysis. Part VI studies and designs the methods and means to carry out the market competition strategy. The basis of this paper is the research on what strategies the DA Company adopts in order to penetrate into the market. And that the market strategies that could be chosen by firms are various.The product eye contour mask has a bright future hence there exists a tense competition among firms. The DA Company, currently producing eye contour mask failed many times before to enter into the market .To solve the problem, this paper for the first time applies the method of Philip Kotler’s market advantage competition1 to the analysis of moulding and setting up a brand of cosmetics. The DA Company can make full use of these analysis results to start its preliminary market promotion. Not only will this make the group finally to win the victory of market competition but also it will help the group achieve the aim of OLX owning its one of the strongest brands of cosmetics.The emphasis of the paper is on the practical applications, it’s designed to combine ’the modern marketing theory with the actual management of the enterprise, thus establishing a market strategy that best fits the company’s resources, stressing on the science and feasibility of the definite operating methods in the process of a new product entering market, hoping to contribute considerable in the action of the eye contour mask market.更多还原