摘要:专业线化妆品行业逐渐在国民经济中发展成为一个举足轻重的行业。本文运用产业组织理论，在第一章指出了阻碍专业线化妆品行业进一步发展的原因，引出本文所以探讨的中心问题：专业线化妆品行业营销模式选择策略分析；第二章对专业性化妆品行业的理论研究进行回顾；第三章对专业线化妆品行业进行理论分析，通过市场结构和营销模式二方面对阻碍专业线化妆品的原因进行进一步分析；第四章对营销策略进行创新研究，包括产品策略、渠道策略、价格策略、促销策略，为专业线化妆品行业基业长青提出一些建议。

关键词：专业线化妆品；营销模式；营销策略

Abstract:Professional line cosmetics industry in the national economy gradually developed into an important industry. In this paper, industrial organization, in the first chapter that hindered the further development of the professional line cosmetics reasons, so this leads to explore central issues: analysis on countermeasures and marketing model of professional line cosmetics; the second chapter of the professional cosmetics industry, the theory reviewed; the third chapter of the professional line cosmetics industry of theoretical analysis, market structure and marketing model by two aspects of the professional line cosmetic reasons impeding further analysis; Chapter innovative research on marketing strategy, including product strategy, channel strategy, pricing strategies, promotion strategies, as professional line cosmetics Everlasting some suggestions.

Key　words：professional line cosmetics; marketing model; marketing tactics

　　　专业线化妆品市场正在从暴利时代逐步过渡到微利时代：专业线化妆品市场竞争越来越激烈；市场也越分越细；行业规范将逐步建立和完善；美容院给消费者服务的同时，也在提升消费者的专业质素和水平，使消费者消费越来越理性……各种原因阻碍了专业线化妆品行业持续高速地向前发展。

本文运用产业组织学理论，对专业线化妆品行业的现状和营销模式进行分析，在此基础上提出对传统专业线化妆品行业营销模式选择策略的创新，为该行业持续高速地发展提供建议。