科颜氏化妆品秋季校园营销策划方案设计
摘 要
化妆品包括基础化妆品、美容化妆品、特殊化妆品三部分。基础化妆品是为了保护皮肤、毛发以及增进皮肤和毛发健康的制品；而美容化妆品是为了修饰脸面、指甲等部位，使之增加美丽而使用的制品；特殊化妆品是指用于面部、毛发等部位具有防御功能的特殊的理化处理的制品。所以不论是化妆品还是有特殊用途的化妆品，其目的主要是清洁、护肤、美化等作用。本设计主要是针对在校大学生做的一个校园市场推广方案。主要是通过对科颜氏校园市场的SWOT分析，选择湖南化工职业技术学院 进行了一次秋季推广活动，来充分展示科颜氏产品的特点——“看得见的补水”。此次的推广目标就是要通过大学生的传播使品牌得到更广泛的认知，提高科颜氏品牌的知名度与美誉度及让此品牌渗透到学生当中来。旨在真正的打开校园市场，使科颜氏在大学生消费者心中根深蒂固。
关键词： 科颜氏 化妆品 swot 秋季 校园营销 策划方案
Abstract
China's cosmetics market is the largest emerging market in the world. In the short span of more than 20 years, China's cosmetics industry has grown from scratch to small to large. From weakness to strength, from simplicity to leading technology and collectivization, the whole industry has formed a large industrial army with initial scale and vigor, but it is still at a low level. After 30 years of cultivation and development of reform and opening up, China has become the second largest cosmetics market in Asia and the eighth largest cosmetics market in the world, and the competitive pattern of industry branding has been formed. In recent years, China's economy continues to grow at a high speed, and people's living standards continue to improve. Relying on the huge population base, China has become one of the largest cosmetics markets in the world. The so-called cosmetics, it is for the purpose of cosmetics general name. In Greek, the word "make-up" means "decorative skills", that is to say, to carry forward their own advantages and make up for their shortcomings. In China's Regulations on Hygienic Supervision of Cosmetics, cosmetics are defined as "spreading cosmetics on any part of the human body surface (skin, hair, nails, lips, etc.) by applying, spraying or other similar methods, which has achieved the goal of cleaning, eliminating bad odor, skin care, cosmetology and modifying daily chemical products for destination". Cosmetics include three parts: basic cosmetics, beauty cosmetics and special cosmetics. Basic cosmetics are products for protecting skin, hair and promoting the health of skin and hair; while cosmetics are products for modifying face, nails and other parts to increase beauty; special cosmetics are products for special physical and chemical treatment with defensive function in face, hair and other parts. Therefore, whether it is cosmetics or cosmetics with special uses, its main purpose is to clean, skin care, beautification and other functions. This design is mainly aimed at a campus marketing promotion plan for college students. Through SWOT analysis of Keyan's campus market, Hunan Chemical Vocational and Technical College was selected to carry out an autumn promotion activity to fully demonstrate the characteristics of Keyan's products - "visible water supply". The goal of this promotion is to make the brand more widely recognized through the communication of College students, to improve the reputation and reputation of the Brand and to let the brand penetrate into students. The aim is to really open the campus market and make Ke Yan deeply rooted in the hearts of college students.
Key words: Ke Yan's cosmetics SWOT autumn campus marketing plan
目录
一、 市场分析 3
（一）企业的目标和任务 3
（二）市场现状 4
（三）主要竞争对手及其优劣势 5
（四）营销外部环境分析 6
1、经济 6
2、竞争 6
3、技术 6
（五）内部环境分析 6
1、优势 6
2、劣势 6
3、预期变化 6
二、 营销策略 7
（一）营销目标/预期效果 7
1、科颜氏品牌的战略目标 7
2、科颜氏化妆品的营业利润目标 7
（二）目标市场描述 8
1、目标人群的市场 8
2、目标群体描述 8
（三）营销组合 8
1、产品 8
2、分销 9
3、定价 9
4、促销 9
（四）市场定位 10
三、科颜氏校园市场的SWOT分析 10
1、科颜氏一直致力于中低端产品，品牌形象较低 10
2、科颜氏对大学生市场的了解不够，对大学生的市场消费特点没有准确的定位 10
3、企业技术、产品优势与消费者品牌印象错位，品牌认知度低 10
四、 科颜氏化妆品秋季校园营销策划方案活动计划 11
（一）活动主题：“喜迎双节，美丽科颜氏校园行” 11
（二）活动口号：自信、美丽，就要科颜氏！ 11
（三）活动时间及地点 11
（二）活动对象： 11
（五）活动目的： 12
（一）活动步骤 12
1、职能 12
2、具体安排 12
（二）评估流程 15
1、绩效评价指标 15
2、收集数据的方法 16
3、效果评估 16
1、活动得到更广泛的认知，提高科颜氏的知名度。 16
2、树立科颜氏更专业的美容护肤形象。 16
3、提高消费者心中的品牌美誉度和忠诚度。 16
4、意外防患 16
总结 17
参考文献 18
参考文献
1、《现代市场营销学》杨伟文主编，湖南人民出版社2001年8月第一版
2、《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
3、《网络营销应该这样做：制造非一般的网络影响力》陆墨著，北京机械工业出版社2011年1月第一版
