化妆品毕业论文.doc

大连交通大学信息工程学院 毕 业 设 计 (论 文) 题 目 新产品投放策略在化妆品行业中的应用研究 学生姓名 刘庆 专业班级 市场营销07-2班 指导教师 奚秀岩 职 称 讲 师 所在单位 大连交通大学管理学院 教研室主任 王 岩 完成日期 2011 年 5 月 28 日 摘 要 化妆品行业与其他行业行业的产品都因其本身生命周期的特性，随着时间地推移，人们对其的需求也在不断地变化，最终都将走向衰退期，我们所讲的衰退期就是该产品散失了市场竞争能力，失去了原有的市场份额优势，无法持续满足顾客日益增长的物资文化生活需求。“适者生存，不适者淘汰”、“企业永恒不变的真理就是永远在变”、“顺应市场发展者昌，违背市场发展者亡”，这在市场竞争大潮中是无可厚非的，它不仅指出企业在经营、管理理念方面要以顾客导向为中心不断改进创新，更重要的是在产品的性能、结构、用途等方面需要持续改进，不断地开发出新产品以满足顾客现实和潜在需求。因此，研究新产品在化妆品行业中的投放策略，我们在开发新产品之前，必须了解新产品开发类型，必须对市场进行分析、调查，并结合企业自身的资源进行市场开发战略性研究，抓住市场竞争机会Cosmetics industry and other industries industry products is endless and same, because of the characteristics of its own life cycle, as time went on, people to their needs is in constant change, will eventually towards recession, what we say the recession is the product lost market competition ability, lose their market share advantage, cant continue to meet customer growing material and cultural life demand. The survival of the fittest, sick eliminated and enterprise eternal truth is never change, change, who comply with market development the market development against death, this in the market competition tide is understandable, it not only that enterprises in operation and management idea aspect to customer orientation as the center unceasingly to improve the innovation, more important is in product performance, structure, use need continuous improvement, such as continuously develop new products to meet customer demand reality and potential. Therefore, research new products in the cosmetics industry, we should put strategy in developing new products before must understand new product development type, have to market analysis and investigation, and combined with the enterprise itself resources for market development strategic research, seize the opportunity, make market competition in the cosmetics industry success in new product launch. Firstly, based on the definition of new prod