【正文】 化妝品的差異化戰(zhàn)略競爭戰(zhàn)略之父邁克爾?波特指出，企業(yè)要想在市場競爭中生存，要么具有成本優(yōu)勢，要么實行差異化戰(zhàn)略，有差異才能有市場，才能在同行業(yè)競爭中立于不敗之地。所以，很多企業(yè)都在走一條差異化營銷之路——切入專業(yè)市場，打造一個專業(yè)化的強勢品牌，從而形成品牌、產(chǎn)品、商標、利潤四位一體的結(jié)構(gòu)。其實，企業(yè)完全可以依靠系統(tǒng)的營銷運作來提升核心能力，不必通過狹窄的細分市場策略來運營。一個新的產(chǎn)品，對于市場，對于消費者，對于所有人都是陌生的，但是每個知名品牌都必然經(jīng)歷從陌生到成功。有購買需求但無購買能力的潛在消費者一般很難轉(zhuǎn)變?yōu)楝F(xiàn)實消費者。她們消費能力并非很強，但由于人數(shù)眾多，仍然是一個容量很大的消費市場。在這一市場上，產(chǎn)品的研發(fā)除注重品質(zhì)、產(chǎn)品系列化外，還要根據(jù)女性對化妝品不同層面的心理和精神需求，使產(chǎn)品能讓消費者獲得更高層次的情感體驗和生活品質(zhì)，并積極滿足消費者的個性化需求。有效利用包裝的各種設(shè)計要素，打動女性消費者，使其情感上產(chǎn)生強烈共鳴。提升化妝品的品位和檔次。必要時輔以加送容量，價格不變的調(diào)價方式，即用同樣的價格，在包裝上體現(xiàn)更多的分量，從而誘惑女性消費者轉(zhuǎn)移購買決策。另外，靈活運用折扣策略也是必要的。隨著市場競爭的加劇，企業(yè)競爭的核心從產(chǎn)業(yè)鏈上游轉(zhuǎn)移到下游，終端賣場成為營銷的重心。國內(nèi)化妝品企業(yè)要實現(xiàn)營銷突破，需重構(gòu)企業(yè)與通路的關(guān)系，整合市場資源，將經(jīng)銷商納入一個更為緊密的利益體系。戰(zhàn)略聯(lián)盟也有利于實現(xiàn)渠道扁平化和獲得終端優(yōu)勢的目的。浪漫的情景、唯美的畫面、撩人的情素都能引發(fā)女性的想象力，觸動女性的內(nèi)心情感，使她們受到感染并融入這種意境，從而帶動銷售。感性訴求的廣告?zhèn)鞑ツ芗て鹋詮娏业那楦泻蛡€人夢想，架起化妝品品牌與女性消費者之間的溝通橋梁，促進女性消費。通常，女性化妝品的營業(yè)推廣手段主要包括贈品、特價包、客戶忠誠計劃與加值促銷等方式。最后，女性化妝品的人員推銷，應注重在消費者教育服務和專業(yè)服務上下功夫?！敖Y(jié)論”以前的所有正文內(nèi)容都要編寫在此行之前。年輕女性是化妝品消費的主要群體，其消費觀念影響著消費行為，關(guān)系著消費質(zhì)量，也關(guān)系著經(jīng)濟發(fā)展和生態(tài)文明。本文從消費觀念、消費心理和消費結(jié)構(gòu)方面來研究我國年輕女性的消費行為，為這一領(lǐng)域的理論研究提供了一定的參考。致 謝畢業(yè)論文的完成，預示著大學四年生活告一段落，我們從此將要踏上職業(yè)生涯。置身其間，耳濡目染，潛移默化，使我不僅接受了全新的思想觀念，樹立了明確的學術(shù)目標，領(lǐng)會了基本的思考方式，掌握了通用的研究方法，而且還明白了許多待人接物與為人處世的道理?；貞涍@四年生活的點點滴滴，從入學時對大學生活的無限憧憬到課堂上對各位老師學術(shù)學識的深沉沉湎，從奔波于教室圖書館的來去匆匆到業(yè)余生活的五彩繽紛，一切中的一切都是歷歷在目，讓人倍感留戀，倍感珍惜。Newwork,2004,4042.[7] JEAN Consumer Society[M].California:Stanford University Press,2001,150154.[8] 謝文輝 胡曉凡．美麗經(jīng)濟如何打開女人的錢袋[M]．北京：中國時代經(jīng)濟出版社，2006：7680．[9] PETER in The Society [M]:Blackwell Publishers,2000,1217.[10] 吳芳．掌握女性消費心理制定相應的營銷策略[J]．商業(yè)研究，2006，(6)：23．[11] 符國群．消費者行為學[M]．大連：東北財經(jīng)大學出版社，2002：102105．[12] SYNNOTT, and Goodness,Mirrors and Masks:A Sociology of Beauty and the Journal, 1999,1012.[13] DOUGLAS . Poststructuralist Lifestyle Analysis:Conceptualizing the Social Post Modernity [J],Journal of Consumer Research,1997,(3),1518.[14] 譚邦軍．都市女性化妝品滿意度調(diào)查[J]．中國洗滌化妝品網(wǎng)，2012，（1）：12．[15] 瞿艷平，程凱．論品牌忠誠度[J].江漢論壇，2007，(6)：12．[16] 趙順龍．企業(yè)戰(zhàn)略管理[M]．北京：經(jīng)濟管理出版社，2008：2528．附錄AFemale Buying Behavior Related to Facial Skin Care ProductsThis study examines the buying behavior of Finnish women related to facial skin care products.The primary purpose of the study is to discover the similarities and differences in the buying behavior of young and middleaged women when purchasing facial skin care products.The objective is to study what kinds of factors affect the buying behavior of both young (20 to 35 years old) and middleaged (40 to 60 years old) women and then pare the findings from both groups. Furthermore, the aim is to discover what kind of attitudes Finnish women have towards facial skin care products containing natural ingredients. The objective is to also study the extent to which the using of natural ingredients in facial skin care products affects the buying behavior of Finnish women.The theoretical framework of this study was based on consumer behavior theories from various authors. For example according to Kotler and Keller (2009) cultural, social and personal factors affect consumer behavior and these issues were discussed in the literature review.Theoretical information related to the scope of this thesis was also presented by Solomon, Bamossy, Askegaard and Hogg (2006) as well as Noel (2009) among others.The study was conducted by using quantitative research method. Data was collected through conducting an survey piled with Webropol. The questionnaire was sent to 505 women who had joined the cosmetics pany Lumene’s client club last spring while taking part in a petition. All together, 138 women who fit the two age categories studied in this thesis answered the research questionnaire.The results indicated that 2035 and 4060 yearold Finnish women were rather similar in terms of the factors affecting their buying behavior related to facial skin care products. However, some differences were also found for example in the decisionmaking process. Regarding the attitudes toward the use of natural ingredients in facial skin care products, differences were found between different demographic groups. For example, women who had children were more favorable toward the use of natural ingredients than women who did not have children.In sum, the objectives of this thesis were met well. Although existing literature suggests that factors such as age have an impact on buying behavior, the results showed that it does not have that big of an impact on the purchasing behavior of Finnish women related to facial skin care products. However, the research findings of this study can definitely benefit the case pany Lumene in their business actions.Key words Consumer buying behavior, facial skin care, natural ingredients, organic facial skin care Marketing municationsMarketing munications was one of the topic areas whose effect on purchasing behavior was studied in this research.Personal sellingConcerning personal selling, the respondents were asked if they often purchased facial skin care products because of a remendation of a sales person or beauty professional .None of the younger women said their purchase behavior in terms of facial skin care products is affected by opinions of a sales person at a store or a beauty professional. Only few (9 respondents) reported that they are often influenced by remendations of sales people or beauty professionals. The vast majority (%) of the younger women answered that their facial skin care related purchases are sometimes affected by the suggestions of sales people and professionals in the given field. One fourth said this happens very rarely. Similar to the younger age category, also the middle aged women reported same kind of behavior when it came to purchasing facial skin care products based on a remendation of sellers and professionals.AdvertisingAnother area studied in this research related to marketing munications was the effect of advertising on purchasing behavior. The respondents were asked what kind of factors they pay attention to in facial skin care product advertising. Half (55%) of both young and middleaged women paid attention to the brand ad