大卖场与专卖店营销模式的比较—以美够和薇妮为例

摘 要

随着我国经济的快速增长，一个看似很小却发展速度惊人的市场被越来越多的人关注。被认为是高档奢侈品的化妆品现今被视为女性甚至男性的生活必需品，相关数据也显示，我国化妆品零售总额逐年在增长，并且增长速度惊人，由此可以看出化妆品市场是具有巨大潜力的，企业家投入到化妆品行业是必经之道；化妆品市场化会不断成熟，化妆品销售渠道在近几年的快速发展下，形成了两极模式，即以专卖店为代表的新型销售渠道和以大卖场为代表的传统销售渠道，既是两种模式，两者共存肯定存在问题，两者的竞争更是日益激烈。

有人怀疑大卖场化妆品与化妆品专卖店能否“和平相处”？因此本文从大卖场和专卖店的含义、特点、优势、劣势和营销模式进行论述，以美够和薇妮的营销模式为例进行比较研究，探索两者是否可以互补，共同为扩大品牌知名度和提高销售额提供有力支持。

[关键词] 大卖场；专卖场；化妆品；营销模式

Abstract

With China's rapid economic growth, a seemingly amazing development speed and the market is more and more people pay attention to. Is considered to be high-end luxury cosmetics today is regarded as a female and male of the necessities of life, related data also showed that China's total retail sales of cosmetics year by year in growth, and growth at an alarming rate, which can be seen in the cosmetics market has great potential, the cosmetics industry is a necessary way for enterprises into; cosmetics market will continue to mature, cosmetics sales channels in recent years of rapid development, forming a bipolar model, that to store as a representative of the new sales channels and to store as a representative of the traditional sales channels is two kinds of mode, both exist certain problems, both competition is increasingly fierce.

Some people doubt the mall cosmetics and cosmetics stores can "peace"? The from supermarkets and stores the meaning, characteristics, advantages, disadvantages and marketing mode were comparative study, exploring whether the two can complement each other, work together to expand brand awareness and increase sales to provide strong support. 

[Key words] store; field; cosmetics; marketing mode

目 录

摘 要II

AbstractIII

目 录1

一、前言2

二、大卖场的营销3

（一）大卖场的含义3

（二）大卖场的特点3

（三）大卖场的优势3

（四）大卖场的劣势4

（五）大卖场的营销4

三、专卖店的营销6

（一）专卖店的含义6

（二）专卖店的特点6

（三）专卖店的优势6

（四）专卖店的劣势6

（五）专卖店的营销7

四、美够和薇妮营销模式的分析8

（一）美够的营销模式8

（二）薇妮的营销模式8

（三）美够与薇妮营销模式的比较9

（四）大卖场与专卖店营销模式的比较分析9

五、结语11

参考文献12