商務(wù)英語(yǔ)畢業(yè)論文

StrategiesonCosmeticMarketingSchool:CollegeofAppliedForeignLanguageGrade:.Major:BusinessEnglish.StudentName:.StudentID:.Advisor:.HeilongjiangUniversityMay10,AbstractThemodernsenseofthemarketingideologicaloriginallystartedintheearly20thcentury，thechangethatmarketingresearchconvertedtraditionaleconomicsintomanagementsciencemarkedthebeginningofthemarketingmanagementera,4Ps’sproposedbyexperthavelaidthefoundationtheoreticalframeworkforthemanagementofmarketing.ThemajorissueswhichourmarketingacademiaandbusinesscirclesarefacingwithcurrentlyarethathowcanmatureinternationalmarketingtheoryintegratewithChinamarketintransition.Businessmarketingstrategyisthemainactivityofthemodernbusinessmarketingandwhetherthestrategiesarescientificisdirectlyrelatedtothesuccessorfailure.Hence,tomakethebusinessmarketingactivitiesoperateandtoachievetheexpectedeconomicbenefits,wemustresearch,analyzeandevaluatethebusinessmarketingstrategies.Withthecontinuousdevelopmentofthesociety,thecosmeticsindustryhasbecomeashiningstar.Inthispaper,IanalyzedthepresentsituationofChina’scosmeticindustry’scompetitionandsummarizedthemarketingstrategiesofforeignbrand-namecosmetics.Istudiedthathowcandomesticsmallcosmeticsstandoutinahighlycompetitivemarketandexpandthemarketsharebyfocusingonbrandingandmarketingstrategy.Thishasaveryimportantpracticalsignificanceforimprovingourabilityandlevelofanalyzingandsolvingproblems.Keywordscosmeticsindustry,products,brands,marketing,strategy摘要現(xiàn)代意義的市場(chǎng)營(yíng)銷(xiāo)思想最初始于20世紀(jì)初，營(yíng)銷(xiāo)從老式的經(jīng)濟(jì)學(xué)轉(zhuǎn)入管理學(xué)研究，標(biāo)志營(yíng)銷(xiāo)管理時(shí)代的開(kāi)始，4個(gè)P理論的提出奠定了管理營(yíng)銷(xiāo)的基礎(chǔ)理論框架，怎樣將國(guó)際成熟的營(yíng)銷(xiāo)理論與措施和中國(guó)轉(zhuǎn)型市場(chǎng)完畢對(duì)接，是目前擺在我國(guó)營(yíng)銷(xiāo)學(xué)界和企業(yè)界面前的一種重大課題。企業(yè)市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略，是現(xiàn)代企業(yè)市場(chǎng)營(yíng)銷(xiāo)的重要活動(dòng)，戰(zhàn)略和方略制定與否科學(xué)，直接關(guān)系到企業(yè)營(yíng)銷(xiāo)的成敗。因此，要使企業(yè)營(yíng)銷(xiāo)活動(dòng)正常進(jìn)行，獲得預(yù)期的經(jīng)濟(jì)效益，就必須研究、分析和評(píng)價(jià)企業(yè)的市場(chǎng)營(yíng)銷(xiāo)方略。伴隨時(shí)代的不停發(fā)展，化妝品行業(yè)儼然成為一顆閃耀的巨星。本文深入分析我國(guó)化妝品行業(yè)的市場(chǎng)競(jìng)爭(zhēng)現(xiàn)實(shí)狀況，總結(jié)分析了國(guó)外名牌化妝品的營(yíng)銷(xiāo)方略，重點(diǎn)從品牌和營(yíng)銷(xiāo)方略出發(fā)，研究國(guó)內(nèi)中小化妝品怎樣在競(jìng)爭(zhēng)劇烈的市場(chǎng)上脫穎而出，擴(kuò)大市場(chǎng)份額。對(duì)于提高自己分析問(wèn)題、處理問(wèn)題的能力和水平，具有非常重大的實(shí)際應(yīng)用意義。關(guān)鍵詞化妝品行業(yè)，產(chǎn)品，品牌，營(yíng)銷(xiāo)，方略ContentsAbstract I摘要 I1.Introduction 12.OverviewofMarketingTheory 12.1TraditionalMarketingTheory 12.24PsTheory 22.3SWOTanalysis 33.4PsTheory’sApplicationofThreeBrands’MarketingStrategies 33.1ProductStrategies 33.1.1ProductStrategiesAppliedinAvon 43.1.2ProductStrategiesAppliedinNaturalRepublic 53.1.3ProductStrategiesAppliedinPehchaolin 53.2PriceStrategies 63.2.1PriceStrategiesAppliedinAvon 63.2.2PriceStrategiesAppliedinNaturalRepublic 63.2.3PriceStrategiesAppliedinPehchaolin 73.3PlaceStrategies 73.3.1PlaceStrategiesAppliedinAvon 73.3.2PlaceStrategiesAppliedinNaturalRepublic 83.3.3PlaceStrategiesAppliedinPehchaolin 83.4PromotionStrategies 93.4.1PromotionStrategiesAppliedinAvon 93.4.2PromotionStrategiesAppliedinNaturalRepublic 93.4.3PromotionStrategiesAppliedinPehchaolin 104SWOTAnalysis’sApplicationofThreeBrands’MarketingStrategies 104.1StrengthAnalysis 114.1.1StrengthAnalysisofAvon 114.1.2StrengthAnalysisofNaturalRepublic 124.1.3StrengthAnalysisofPehchaolin 124.2WeaknessAnalysis 134.2.1WeaknessAnalysisofAvon 134.2.2WeaknessAnalysisofNaturalRepublic 134.2.3WeaknessAnalysisofPehchaolin 144.3OpportunityAnalysis 144.4ThreatsAnalysis 16Conclusion 18References 19Acknowledgements 211.IntroductionInthispaper,IusedtheAvonofUnitedStates,NaturalRepublicofSouthKoreaandPehchaolinofChinaasexamples.Avon’smarketingstrategiesarethemostpersuasiveasitistheworld-famousbrandofcosmetics.SouthKoreahasadvancedtechnologiesofproducing.AlthoughNaturalRepublicisanemergingbrand,itcanquicklycapturethemarketshowstheadvantageofitsmarketingstrategies.PehchaolinisaChinesehistoricbrandanditisconstantlyimprovingtheirmarketingstrategiesinordertooccupymoremarketshareundertheimpactoftheage.Ireferencedthe4P’stheoryandSWOTanalysis,throughanalyzingandcomparingwiththethreecompanies'marketingstrategiestofindouttheadvantagesorareasforimprovementandexcellentmarketingstrategiesthatwecanlearnfrom.2.OverviewofMarketingTheoryMarketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyat-large.2.1TraditionalMarketingTheoryFormarketing,westernscholarshavegivenhundredsofdefinitions,thefollowingaremorerepresentative.In1960,AmericanMarketingAssociation(AMA)definedmarketingfor“marketingisabusinesswaywhichguidesthegoodsandservicesfromproducerstoconsumersorusers”.E.J.McCarthyheldthatmarketingisthebusinessactivitythatguidesthegoodsandservicesfromtheproducerstotheconsumersorusersinordertosatisfycustomersandachievebusinessgoals.ThisdefinitionismoreadvancedthanthepreviousonebyAMAbecauseithasclearlypointedoutthecompany'sbusinessgoalistomeetcustomers’needsandmakeprofit.Itcanbeseenfromtheabovedefinitionthatwiththedevelopmentofthesocialeconomyandthedeepeningofhumanunderstanding,theconnotationanddenotationofthemarketinghavebeengreatlyenrichedandexpanded.Theprocessextendedforwardtoavarietyofactivitiesinthefieldofproductionandpre-productionandbacktotheconsumersaftertheendofthesale.Itscontentexpandedtomarketresearch,marketsegmentation,productdevelopment,pricing,selectdistributionchannels,advertising,promotion,service,informationfeedbackandotheraspects.2.24PsTheoryE.JeromeMcCarthy,theprofessoroftheUniversityofMichigan,hasattributedtheelementsofthecompanies'marketingstrategiestoacombinationoffourbasicstrategiesforthefirsttimeinhisBasicMarketingin1960.Thiswasknownasthe"4Ps"theory:product,price,place,promotion.4Ps’sproposedlaidthefoundationtheoreticalframeworkforthemanagementofmarketingandprovidedtheoreticalguidanceandtimemethodsforbusinessmarketingmanagement.In1967,PhilipKotlerfurtherconfirmedthecorepositionof4Psmethodinhisbest-sellingbookMarketingManagement:Analysis,PlanningandControl(thefirstedition).Hence,4Psisthestartingandendingpointanditisthebasicbusinessmarketingtool,ithasrealandgreatguidingsignificanceforChina'senterprises.2.3SWOTanalysisSWOTanalysisisalsoknownassituationanalysis,itisamoreobjectiveandaccuratewaytoanalyzeandstudytherealitiesofaunitwhichwasintroducedintheearly1980sbyamanagementprofessorofUniversityofSanFrancisco.ThefourlettersofSWOTrepresent:strength,weakness,opportunityandthreats.Overall,SWOTcanbedividedintotwoparts:thefirstpartisSWwhichismainlyusedtoanalyzetheinternalconditions;thesecondpartistheOTwhichismainlyusedtoanalyzetheexternalconditions.Usingthismethodwecanfindouttheeffectiveandcommendablefactorsaswellasthedisadvantagesthatweshouldavoid.Discoveringsolutiontosolveproblemsandidentifythefuturedirectionofdevelopment.3.4PsTheory’sApplicationofThreeBrands’MarketingStrategiesAsthemarketingguidelines,thebetterapplicationof4P’sisthekeytothesuccessofeachbrand.Byinvestigationandresearch,thispapersummarizedhowthethreebrandsuse4P’swiththeirownrealitieseffectively.3.1ProductStrategiesProductmeansthegoods-and-servicescombinationthecompanyofferstothetargetmarket.Withtherapiddevelopmentofscienceandtechnology,thedemandsofconsumershavebecomemoreandmorepersonalizedandthedeepeningofmarketcompetitionresultedinanamplificationofconnotationanddenotationoftheproducts.Themostbasiclevelofproductisthecoreinterestwhichoffersbasicutilityandbenefitoftheproductforconsumers,thisisalsothebenefitsandservicesthatconsumersreallywanttobuy.Inthecasewherethecorefunctionsofproductsaresubstantiallythesame,thecompanywhocanfaster,moreandbettermeetthecomplexneedsoftheinterestsofconsumerswillbeabletohavetheconsumer,marketshareandgainadvantages.ThefamousAmericanmanagementexpertLevittoncesaid“Thenewcompetitionisnottheproductsthatfactoriesmanufacturedbuttheonewhocangiveproductswithpackaging,services,advertising,consulting,financing,delivery,orotherthingswhichcustomersmostlycareaboutoutsidethefactory.”3.1.1ProductStrategiesAppliedinAvonThroughinvestigation,analysisandstatistics,Avon'sproductsareclassifiedas:skincareaccountedfor35%,haircareaccountedfor28%,beautyaccountedfor24%,and8%forperfume.Thisshowsthatskincareproductsarestillthemainstreamforconsumers.Avonusedrichtypesofbrandstoprovideconsumerswithmorechoicesandpossibilities.Inordertobetterreflectthefamousbrandwhichleadsthefashiontrendofbeauty,Avonselecteddifferentproductmarketingstrategies.Dependingonthedifferentcolorsandskintypesofconsumers,Avonrecommendedsuitableproductsandbeautysolutionstofullymeetthedifferentneedsofconsumersandattracttomorebuyers.Theultimategoalistoexpandtheconsumptionofvariousproducts.Avonisnotonlyfocusonpromotingtheirmatureproducts,butalsodedicatetotheintroductionofnewproducts.Themostrepresentativethingisthatthedevelopmentandlaunchofthenewproductsiscloselyrelatedtotheseason.Thismethodgreatlysatisfiestheneedsoffemalewhowanttopursuitnewthingsanddistinctive.3.1.2ProductStrategiesAppliedinNaturalRepublicAsweallknow,SouthKoreaisabigcountryofcosmetics,itsmanufactureandR&D(researchanddevelopment)technologiesareverymature.NaturalRepubliclikeadarkhorsestoodoutinsuchacompetitivemarketbyitsuniqueproducts.NaturalRepublicproductsaremadefromrawmaterialsofnaturalgreenplantsanditusespatentedtechnology—MDWATERwhichisindependentlydevelopedbythecompanyitself.TheproductshavenoirritationandinjuryontheskinandcomplywiththestandardofEuropeanorganicskincare.Alltheproductsadheretotheconceptofenvironmentalprotectionandawayfromthepollution.What’smore,thereisnochemicalscentwiththeproducts.Theproductssuitforanytypeofskinbecauseitisfrompureplantandthisisalsoanimportantreasonforitshugeconsumergroup.Besidesthebasicskincareseries,NaturalRepublichasalsodevelopedthemake-upseriestooccupyalargermarketshare.3.1.3ProductStrategiesAppliedinPehchaolinPehchaolinisoneofthefewhistoricalfamouscosmeticsmanufacturersofChina.Thebrandhasalonghistorywhichgivesitabrilliantperformanceandthehighlyreputationofquality.Thecompanydedicatedtocreatinghigh-qualityandmildnaturalskincareproductsforconsumers.ThesafetyofskincareisthefundamentalwayforEastern,thusPehchaolinheldthestimulatingherbalskincaremethods.Inaspectsofproducttechnology,itusedauniquetechnologycalled“extractionfromcoldsoaking”thatcanretainsthegreatestdegreeofcompletenessofherbalessencesinordertodistinguishitfromothercosmeticsproducts.Itchangeditsimageofcheapoldproductsforconsumerswiththeintroductionofherbalessenceseries.Thecompanyfollowedupthevictoryofherbalessenceseriesandintroducedmoreproductsseries.Thedesignofeachserieshasdifferenteffectsforgroupsofpeoplewithdifferentskincharacteristics.3.2PriceStrategiesPriceistheamountofmoneycustomersmustpaytoobtaintheproduct.Eachproducthasitscompetitorsinthishighlydevelopedsocietyandhowtopricetheirproductshasbecomeanimportantissueforabrand.Commodity’spricecan’tbeimmutablebutshouldbeadjustedindifferentseasons,months,andeventhefestival.Thepurchasingpowerofdifferentconsumergroupsisthedecisivefactorinpricing.3.2.1PriceStrategiesAppliedinAvonTheproductsofAvonhavedifferentpricesforhigh,mediumandlow-endproducts.Pricesofgenerallyfacialcleanser,lipstick,etc.shouldhavetomakethemassconsumertoaccept,butthehigh-endproductssuchastheperfumeoflittlegolddressseriesmustsuitforconsumerswithbettereconomicconditions.Thismethodreflectstheprinciplethatwe’dbettertosetdifferentpricesaccordingtodifferentconsumers.3.2.2PriceStrategiesAppliedinNaturalRepublicThepricesofproductsforNaturalRepublicarebasedontheselectionofrawmaterials.Forexample,productslikealoefacialcleanserandaloeveragelthatbelongingtotheseriesofaloemoisturizingarerelativelylowerbecausealoeveraisarelativelycommonrawmaterialofskincare.Atthesametime,italsopreparedaseriesofPolynesiaforhigh-endconsumers.PolynesiaseriesusedthewaterfromPolynesianlagoonandthenativeessentialmineralsinthelake.Itcansmoothwrinkles,bringpreciousnutrientsfortheskintokeepityouthful.3.2.3PriceStrategiesAppliedinPehchaolinFirstly,Chinaisadevelopingcountry,andthemajorgroupofconsumersforPehchaolinisorientalfemaleswhoaremorefrugal.Ontheotherhand,thecompany'straditionalpositionisinexpensive.AsImentionedbefore,thepurchasingpowerofdifferentconsumergroupsisthedecisivefactorinpricing.Allofthesefactorsdeterminethatitspricingcan’tbehigh.3.3PlaceStrategiesPlaceincludescompanyactivitiesthatmaketheproductavailabletotargetconsumers.ThefamousmarketingmasterPhilipKotleroncesaid“marketpositioningisthesouloftheentiremarketing”.Indeed,allthesuccessfulbrandshavethesamefeaturethattoaccuratelyconveytheinformationofbrandpositioningtoconsumers.Marketpositioningisnottheactionforproductitselfbutthecreativethinkingactivitiesforexistingproductsandpotentialconsumers.3.3.1PlaceStrategiesAppliedinAvonAvon'ssuccessismainlyduetoitsdiversifiedchannelsofmarketingmodelsuchasbeautycounters,specialtystoresandonlinesales.Tostartwiththecountersales,thereareoftenunfavorablefactorslikehighcostandslowpaymentforsettingupcountersinlargeshoppingmalls.However,thefeaturethatlargeshoppingmallshavelargerpassengerflowvolumeisfavorableforthespreadingofbrand.Secondly,theestablishmentofAvonstorethatcannotonlysellproductsbutalsoofferbeautyserviceshasrealizedthedepthdistribution.3.3.2PlaceStrategiesAppliedinNaturalRepublicNaturalRepubliclistedininSouthKoreaexpandedoverseasmarketsinthesameyear.Creatingsuchagoodsalesvolumeinlessthanayearshowsthatithasawealthofdistributionchannels.NaturalRepublichasopenedmanystoresinDongdaemun,Myeongdong,Cheongdam-dongandHongdaewhicharefamousshoppingcentersinSouthKoreatoexpandbrandawarenessandincreasesales.Foroverseasmarkets,itisverysuccessfulintheapplicationofinternetmarketingandoverseaspurchasingandotheradvancedmarketingtools.3.3.3PlaceStrategiesAppliedinPehchaolinThesaleschannelsofPehchaolinaremainlyinthelargeshoppingsupermarketsbecauseitspriceisrelativelyaffordablewhichrangingfromRMB20yuanto100yuanforordinarypeople.Marketinginsuchplacescanadapttotheneedsofitsmajorconsumersanditcantakeacertaindegreeofacombinationpackage,discountsandothermeanstocatchtheeyesofconsumers.Asonlineshoppinghasbecomeanewfashion,ithasalsosetupflagshipstoresonTaobao,JUMEIandotherwebsitesinordertoenhancethebrand'smarketsales.3.4PromotionStrategiesPromotionmeansactivitiesthatcommunicatethemeritsoftheproductandpersuadetargetcustomerstobuyit.Promotionisaturningpointandthekeyofcommoditymarketinganditisawayofinformingpotentialbuyersabouttheproducts.Therearemanywaysforpromotingsuchasadvertising,personalselling,salespromotion,publicityandsoon.3.4.1PromotionStrategiesAppliedinAvonAvonmadealoteffortinmediacampaigns,itteamedupwithHollywood,hiredactressReeseWitherspoon,MTVstarLaurenConrad,"Bondgirl"GemmaAtkinsDaytonandtheactorPatrickofthehitTVseriesGrey'sAnatomytoadvertisetheirproducts.AvoninvitedtheactressZoeSaldanaoftheAvatarasthespokespersonfor"EternalMagic"perfumerecently.Forthepricediscount,Avonhasalsousedmanymethods.Avon’smarketingprogramisbasedon"month"bylaunchinganewproducteverymonth.Itprovidesrecommendationofseveralseriesandthengivesdiscountstopartoftheproducts.Italsoimplementsthesystemofintegralandmembershiptoestablisholdcustomers.Memberscangetabrochureofthemonthlynewproductandhavesomepreferentialwhenbuyingproducts.3.4.2PromotionStrategiesAppliedinNaturalRepublicNaturalRepublicadaptsthetrendoftimescleverlyduringtheKoreandramasandKoreanstarsareverypopularallovertheworld.ThecompanysignedacontractwithAsianpopularitysuperstarRainforadvertisementatthebeginningandhiredpopularcombinationJYJtorepresenttheirlatestproductsbytheendof.EXObecametheworldfamousidolgroupinandalloftheiralbumsandarraysofmerchandisesareveryhotnow.ThecompanycaughttheopportunitytohireEXOasspokespersonandledtothehighsales.Inadditiontothestarstrategies,NaturalRepubliccooperatedwithMBCtelevisionstationofSouthKoreaneither,thelipstickthattheheroineShinSeKyungusedintheTVseriesWhenaManFallsinLoveistheproductofNaturalRepublic.TheTVseriesexpandedthesalesofmakeupproductsgreatly.3.4.3PromotionStrategiesAppliedinPehchaolinInthepast,PehchaolinoccupiedaplaceinthemarketbyitstraditionalimageofChinatime-honoredbrand,butinordertofollowthedevelopmentofsociety,ithaschangeditspromotionstrategiesfrom.TheinternationalsuperstarKarenMokwhohasinfluenceandcharismaisthespokespersonofthebrand.Byparticipatinginsomecharityevents,suchasdonationstocharitiesorruralprimaryschools,organizingpublicevents,etc.,thebrandestablishedagoodbrandimage.Moreover,theFirstLadyPengLiyuanhasattendedthecharityeventinAfricaandgiventhesetofskincareproductsasapresenttoforeignleaders.ThisbehaviorhasmadePehchaolinasthenationalgiftandimproveditsvisibility.Lastyear,PehchaolinhasbecometheexclusivesponsorofTheVoiceofChinaofZhejiangTVandpromotedthebrandgreatly.4SWOTAnalysis’sApplicationofThreeBrands’MarketingStrategiesSWOTanalysisbeginswithanexaminationoftheexternalfactorsthatcouldinfluencethecompanyineitherapositiveornegativeway.Thenextstepistoevaluatethecompany’sstrengthsandweaknesses.SWOTanalysisanalyzestheinternalandexternalfactorsoftheenterprisecompletely,summarizestheadvantagesanddisadvantagesofproducts.Itisanindispensableprincipleofmakingmarketingstrategy.4.1StrengthAnalysisStrengthincludesinternalcapabilities,resources,andpositivesituationalfactorsthatmayhelpthecompanytoserveitscustomersandachieveitsobjectives.Strengthmeanscompetitiveadvantagewhichcanbeembodiedinthefollowingareas:technicalskills,tangibleassets,intangibleassets,humanresources,organizationalsystemsandcompetitiveness.4.1.1StrengthAnalysisofAvonSincethe1980s,Avonhasexperienceddecadesofrapiddevelopmentandformedascaleindustry.StrongcompetitivenessandadvantagesfordevelopingofAvonaremainlyinseveralaspectslikethebrandimage,R&Dcapabilities,managementoperationsandlogisticsanddistribution.Thecompanyfocusedonmarketdevelopmentandsalesoperations,effectivelyincreasedthecustomersanddealers’satisfaction,strengthenthecorecompetitiveness.Astheworld'sleadingcosmeticsbrand,thecompany'sstrengthisverystrong.Itsproductlineislongandthequalityofproductsishigh.ThecompanyhasastrongcapacityofR&Dandproduction,theinternalmanagementsystemisalsoveryadvanced.Itcooperateswiththethird-partylogisticscompanieswhichcanreducecostsandachievedirectsales.4.1.2StrengthAnalysisofNaturalRepublicFreshandpurerawmaterialsandadvancedtechnologyisthebiggestadvantageofNaturalRepublic.SouthKoreahasadvancedmanufacturingtechniquesofcosmeticsbecauseithasinvestedalotofenergyandtimeforthecosmeticsindustries.Thecompanyhasacompleteproductionlinetoensurethequalityofeachproduct.Itsnewproductscanquicklybepromotedbecauseoftheirspokesmen-AsianidolgroupEXOhasahugenumberoffansallovertheworld.Thecompanyisalsowellappliedtoonlinemarketingandhasacompletenetworkmarketingsystem.Ithasmanykindsofproductsthatsuitableforallskintypes.Duetotheuniqueproductiontechnologyandinnovativeproducts,manyforeigntouristscometoKoreatopurchasecosmetics,whichalsolaidthefoundationforsales.4.1.3StrengthAnalysisofPehchaolinPehchaolinwasfoundedin1931,isoneofthefewwell-knowndomesticmanufacturersofcosmetics.Ithasaccumulatedawealthofbrandvalueandculturalaccumulationandhasawiderangeoflocalconsumers.Bymanyyears’researchofherbalskincaremethods,ithaslearntthetraditionalChinesemedicalbook—CompendiumofMateriaMedicaandShenNong'sHerbalClassictoimprovetheirtechnology.Thecompanycontinuestostrengthencooperationinresearchandtechnologywiththeinternationalcompanies,adherestolearnfromeachotherinordertomakeupfortheirweaknesses.4.2WeaknessAnalysisWeaknessincludesinternallimitationsandnegativesituationalfactorsthatmayinterferewiththecompany’sperformance.Factorsthatcouldcauseinternalweaknessare:alackoftechnicalskillswithasenseofcompetition,thelackofcompetitivenessliketangibleandintangibleassetsandcompetitivenessofkeyareasisbeinglost.4.2.1WeaknessAnalysisofAvonTheinsidersbelievethatAvonhastheadvantageofhardware,butislackingintheoperational.Avoncan’tmakeadecisionbetweenspecialtystoresanddirectsalesanditdimmedtheimageofconsumers.Headofficelacksofrestrictionforstoresthatresultinginthesaturationofstoresandcausingseriousinternalfriction.Frequentpromotionsandavarietyofdiscountshaveshakentheconfidenceofconsumers.Somelow-costandlow-qualityproductsbroughtdowntheimageofAvonbecauseitsproductlineistoolong.4.2.2WeaknessAnalysisofNaturalRepublicMostconsumersofNaturalRepublicaremainlyyoungwomenandstudents,manypotentialbuyerssuchasmiddle-agedwomendonotknowthebrand.Thecompany'sidentityinthemarketisstillnewproductsandthisindicatesthatthebrandisintheintroductionperiod.Thepromotionaltechniquesofthecompanyaretoosingleresultinginthatthebrandislesswellknown.Saleschannelisnotwideenoughtosatisfytheneedsofconsumers,forexample,manymediumandsmallcitiesdonothavethebrandstoresthatconsumerscanonlybuytheproductsonline.Cosmeticsmarketisverycompetitivecurrentlyandtherearemanypowerfulcompetitors.4.2.3WeaknessAnalysisofPehchaolinPehchaolinisanoldbrand,becausethespendingofadvertisementisrelativelylessandthereisaproblemofpublicity,manyyoungpeoplehaveneverheardofit.Incompleteproductlinemakesthebrandalackofhigh-endproductstoattractcustomerswhohaveacertaineconomiccapacity.Domesticcosmeticscompaniesarerelativelybackwardinbrandoperationandmanagementcapabilities,soitisdifficulttocompetewithforeigncompanies.SaleschannelsofPehchaolinarefragileanditstillreliesonthetraditionalmarketingpracticesofthelastcentury.ThesalesvolumeisnothighbecauseitstargetconsumersfocusedonChina'smiddle-agedfemale.4.3OpportunityAnalysisOpportunitiesarefavorablefactorsortrendsintheexternalenvironmentthatthecompanymaybeabletoexploittoitsadvantage.Potentialdevelopmentopportunitiesmaybe:atendencytoexpandthecustomerbaseorproducts’marketsegments,skillsortechnologiestransfertonewproductsandservices,reducingofbarrierstoenterthemarket,strongmarketdemands,geographicexpansionofsalesandanopportunitytoexpandmarketshare.Rapideconomicdevelopmentprovidesunprecedentedopportunitiesforthecosmeticsindustries.Thegraduallyincreaseofpeople'slivingstandardsandspendingpowerstimulatesnewdemandsofcustomerswhohaveahigherawarenessofenvironmentalprotectionandsafetyaboutcosmetics.Cosmeticsmarkethasgreatpotentialbecausetheunevendevelopmentoftheworldeconomyandthedifferencesbetweenregionsandthelevelsofconsumers’demandsdeterminethemulti-levelanddiversificationofcosmetics.Theexplosivegrowthofelectricitysuppliersbringsaprofoundimpactonthecosmeticsmarketingmodel.Everycosmeticscompanyshouldseizetheopportunitytobroadentheirdistributionchannels.Customerswillnottaketheinitiativetoconsulttheproductwhichrequiresthatcompaniesshouldmakecustomersawareoftheirproductsthroughavarietyofpromotionalmethods.Internetsales,averyimportantpartofmarketingstrategiesconformstothetrendofthesocietybuteverycoinhastwosides,thecompanyshouldkeepaclearhead,boycottofpoororfakegoodsandadheretoestablishtheintegrityofthebrandimage.Thedevelopmentofscienceandtechnologyhasalsoprovidedavastspacefortheinnovationofcosmeticsindustries.Thetraditionalapproachofbasicskincarehasbeenunabletomeettheneedsofconsumersandnewproductswillberesearchedbyinnovationoftechnology.Environmentalprotectionisanimportantissueintoday'ssociety,researchingandproducingcosmeticsshouldpayattentiontoenvironmentalprotection.Hence,zeropollut