“膜法世家”面膜无锡市场营销计划
摘 要
膜法世家以水洗面膜切入护肤品市场，并依靠淘宝平台打开渠道通路，一年销售额
几千万元，膜法世家用了仅三年多的时间。而今，这个定位“尖锐”的面膜品牌，在面
膜品类的强项助推之下，开始延伸多元化的护肤品。在激烈的价格战中，自身的价格优
势在逐步的丧失。面对激烈的竞争环境需要寻找新的目标市场和制定新的营销策略组
合。
本计划在分析外部环境、竞争环境、消费环境、内部环境等因素的基础上，开发新
的目标市场；为了达成设定的营销目标，对营销策略进行了系统化性设计，并制定了行
动计划和评估指标、方法等。
目录
一、市场分析 ·······················································································1 （一）企业的目标和任务 ·····································································1 （二）当前市场和战略描述 ··································································1
1、当前市场状况 ·······································································1
2、战略描述： ··········································································2
（三）主要竞争者和他们的优势/劣势 ·····················································2
（四）外部环境分析 ···········································································3
1.经济 ····················································································3
2.法律法规··············································································3 3.成本 ·····················································································4
4.竞争 ·····················································································4
5.技术 ·····················································································4
6.社会因素 ···············································································4
（五）内部环境分析 ···········································································5
1.优势 ·····················································································5
2.劣势 ·····················································································5
3.预期变化 ···············································································5 二、营销策略 ·······················································································5 （一）营销目标/预期收益 ····································································5
（二）目标市场描述 ···········································································6
1.可识别特征 ············································································6
2.独特的需求、态度、行为 ··························································6
（三）营销组合描述 ···········································································6
1.产品/服务 ··············································································6
2.分销 ·····················································································7
3.定价 ·····················································································7
4.促销 ·····················································································8
（四）定位分析 ·················································································8 三、活动计划 ·······················································································8 （一）活动日程安排 ···········································································8 1.职能 ·····················································································8
2.日程安排 ··············································································9
3.预算 ····················································································9 （二）评估程序 ·················································································9
1.绩效评价指标 ········································································9 2.收集数据的方法 ····································································10
“膜法世家”面膜无锡市场营销计划
一、市场分析
（一）企业的目标和任务
在当前的膜类护肤品中，膜法世家这一品牌也占据了一部分市场份额。本公司
主营“膜法世家 1908”系列天然膜类护理用品，膜法世家一直坚持避免“大而泛”、
突出“专而精”的理念。并且从来没有因为产品类型单一而苦恼过，因为即使是只做膜
类产品，我们也拥有了“面膜”、“眼膜”、“唇膜”、“手膜”、“胸膜”、“足膜”、
“发膜”、“体膜”等全身上下无所不及的个人护理用品，服务于各类皮肤基质的人群。
目标是通过膜法世家这一品牌的宣传，增加产品的售后服务，实现利润的稳步增长。
（二）当前市场和战略描述
1、当前市场状况
公司目前在中国的市场上，主要是实体店和线上进行销售的。其主要的购买者是
18-60 的女性，占消费者总数的 87%以上。悦目目前已拥有全渠道覆盖的庞大销售网络，
在电商渠道持续扩张的同时，全面扩大直营店、商场、超市渠道。公司凭借优良的品质、
诚信的经营、完善的服务体系，在线上市场，产品基本覆盖全部独立 B2C、B2B、无线
平台。在线下市场，建立起遍布全国 50 多家直营体验馆和大、中、小城市的成熟庞大
销售网络，有近 150 个代理商，20000 个特约零售网点，十万多名相关从业人员。在无
锡的市场上，膜法世家的体验店仅有一家，并且正式营业的时间仅有两个月。而它的竞
争对手植物医生和樊文花，已经在无锡这个市场占据多年。面对强大的竞争对手，首先
做的是加大品牌的宣传，根据当地消费者的消费心理，打起了价格战。
在植物医生和樊文花的影响下，膜法世家原有的价格优势也在逐渐丧失，开始增加
了一项对产品的售后服务。在价格相差不大的情况下，当地的市民们开始关注对产品的
售后服务，也就是对面部护理的一些手法和技巧。同“植物医生”“樊文花”等品牌相
比，我们存在运营资金限制、品牌力软和管理经验的不足，这是我们市场开发中面临很
大挑战。
参考文献
1、《中国市场营销经理助理资格证书考试教材》中国市场学会，教育部考试中心
主编 电子工业出版社 2005.8
2、关于品牌介绍
https://baike.baidu.com/item/%E8%86%9C%E6%B3%95%E4%B8%96%E5%AE%B6/21501
95?fr=aladdin
3、关于销售方式
https://baike.sogou.com/v8637438.htm?fromTitle=%E8%86%9C%E6%B3%95%E4%B8
%96%E5%AE%B6
