4P理论下国货美妆品牌营销策略的思考——以珀莱雅为例

Reflections on the Marketing Strategies of Domestic Cosmetics Brands under the 4P Theory—A Case Study of Proya

摘要: 在消费升级的背景下，中国美妆市场呈现出蓬勃发展的态势，国货美妆品牌正面临着重要的发展机遇和市场挑战。本文以经典营销理论中的4P框架为基础，指出国货美妆品牌营销的必要性，从产品、价格、渠道、促销四个角度系统探讨国货美妆品牌的营销策略。研究认为当前国货美妆品牌可聚焦于产品差异化、科学的价格体系、多渠道销售网络及多元化的促销策略四个层面，提升品牌影响力与市场竞争力。结合国货美妆品牌珀莱雅的成功营销案例，为其在此后的发展提供理论与实践参考。

Abstract: Against the backdrop of consumption upgrading, the Chinese beauty market is exhibiting robust growth momentum, presenting domestic beauty brands with significant development opportunities as well as market challenges. Based on the classic 4P marketing framework, this paper first underscores the necessity for marketing among domestic beauty brands. It then proceeds to systematically explore their marketing strategies from the four perspectives of product, price, place, and promotion. The study argues that current domestic beauty brands can enhance their brand influence and market competitiveness by focusing on four key areas: product differentiation, a scientific pricing system, a multi-channel sales network, and diversified promotion strategies. Finally, by incorporating the successful marketing case of the domestic brand Proya, the paper aims to provide both theoretical and practical references for its future development.