摘要：本文主要以现有文献和案例资料结合实践的方式，分析目前化妆品市场的概况和特点，预测出化妆品专营店营销的优势及发展前景；从竞争和管理角度分析发展中存在的问题，并对比其他城市的化妆品专营店，分析镇江市市区化妆品专营店营销现状；重点讨论成本最小化、经营特色化、促销独特化、服务增值化、培训系统化和二次成交化这六点化妆品专营店营销的关键因素；通过针对性、个性化和情感化的服务，注重员工技能、素质等培养，非价格竞争方式，媒体策划、定位和细节的关注度等方面提出完善镇江市市区化妆品专营店建议。
关键词：化妆品专营店 营销 策略
Abstract: In this paper, the existing literature and case Ziliao way with practice, analyzing the current situation and characteristics cosmetics market, predict cosmetics specialty stores Marketing Advantages and Prospects; from the perspective of the development of competition and management problems, and compared to other City of cosmetics franchise stores, of cosmetic specialty stores Zhenjiang urban marketing situation; focus on minimizing costs, operating characteristics of, promotion of the unique, value-added services based, systematic training and secondary trading of these six marketing cosmetics specialty stores a key factor; through targeted, personalized and emotional service, focus on staff skills, quality and other training, methods of non-price competition, media planning, location and attention to detail and other aspects of improving the urban area of Zhenjiang City proposed cosmetic specialty stores.
Keywords: Cosmetic specialty stores Marketing Strategy
本文说明了化妆品专营店应该怎样选择营销策略，突破传统化妆品专营店的经营模式，做到品牌多样化、平价、方便快捷、服务专业化和会员制的管理，提高化妆品专营店本身的知名度，扩大在当地以及更大区域的影响力。之后再把握好化妆品专营店发展的关键因素及管理好细节方面，清楚认识自身要达到成本最小化、经营特色化、促销独特化、服务增值化、培训系统化和二次成交化，扬长补短，发挥自己的优势，并通过非价格竞争的形式，有换购、买赠、会员尊享、DM宣传单页的发放以及节日或主题活动的促销加强化妆品专营店在地区的辐射力，让顾客尤其是会员在店内放心消费，第一时间买化妆品及生活用品选择自己的化妆品专营店。但是，本文对镇江市市区化妆品专营店的营销策略分析还是有局限性的，尤其是这些策略可能在别的地区就不适用，应该还是要因地制宜的，当然，大部分的营销策略还是可以借鉴的，希望本论文可以帮助更多的化妆品专营店可以步入正轨并取得骄人的成绩！
