我国男性化妆品行业发展现状分析及对策探讨

我国男性化妆品行业发展现状分析及对策探讨(12000字)
摘  要：随着生活水平的不断提高，人们对自身形象的关注度日益增加，男性与女性差异极大的生活方式促使男性对专门的功能性化妆品需求越来越大。国外大牌化妆品品牌纷纷推出独立的男性系列，并加快进入中国市场的步伐。在国内，目前男性化妆品尚未出现旺销态势，但拥有近亿成熟消费者的市场，若善加引导，其前景将鼓舞人心。本文立足于男性消费者行为心理特征，从产品定位等方面入手，探讨我国男性化妆品行业发展存在的一些问题，并提出了相应的营销策略。
关键词：男性消费者；化妆品；产品定位；营销策略；

Status Analysis and Strategies of Chinese Male Cosmetics Industry Development
Abstract：With the continuous improvement of living standards, people's attention to the image of their own increasing , great differences between men and women's way of promote men's  growing demand for specialized functional cosmetics. Foreign cosmetics brands have launched independent male brands, and accelerate the pace of the Chinese market. In China, the current trend of male cosmetics Strong Sales have not yet emerged, but with hundreds of millions of mature consumer market, a good guide will lead to an encouraging prospect. This paper discusses the cosmetics industry development in male some existing problems, and puts forward the corresponding marketing strategy based on the psychological characteristics of male consumer behavior, from the aspects of product positioning.
Keywords: Male Consumers; Cosmetics; Product Positioning; Marketing Strategies;