摘要:随着我国经济的不断发展，人均收入水平的进一步提高，化妆品市场也呈现出快速增长的态势。伴随市场总量的不断扩大，化妆品市场的营销渠道也发生了较大程度的变化与调整，传统渠道所占的份额渐减少，而新型渠道的销售份额则呈现快速提升的趋势。随着社会经济不断的发展，人们的消费理念也随着社会的进步不断改观，人们享受的不仅仅是物质上的追求，而更高的去追求一种精神上的满足。这几年来，许多跨国企业不断涌入中国市场，化妆品行业开始更加激烈的竞争。这些跨国公司在高端产品的市场营销上占据一定的优势，现阶段，也逐步把目标放向中低端市场上，倚靠自身的资本和品牌优势，不断向国内二三线市场渗透，就连我国化妆品行业引以为傲的中低端市场渠道优势也在逐步的加速消失，这些竞争态势让我们深深体会到我国化妆品行业受到外资品牌的强烈冲击。

　　　本文首先介绍了论文选题的背景、意义及内容结构，然后分析了A化妆品公司自20世纪80年代初进入中国市场这20多年时间在中国市场的营销渠道发展以及其取得的成功，希望能够为本土化妆品企业拓展市场渠道提供些思路。

关键词：市场营销 营销渠道 化妆品 A化妆品公司

ABSTRACT:With the development of China's economy, further enhance the level of per capita income, the cosmetics market is also showing a rapid growth trend. With a total market continues to expand, the cosmetics market channel is changed and adjusted greatly, the traditional channel share decreased gradually, and the new channel sales showed a rapid increase trend. With the development of social economy, people's consumption concept also along with the progress of the society has changed, people enjoy not only the pursuit of material, and more to the pursuit of a spiritual satisfaction. In recent years, many multinational companies have been pouring into China's market, the cosmetics industry began to more intense competition. The Multi-National Corporation in the high-end product market marketing to occupy certain advantages, at this stage, also gradually put the goal to the low-end market, rely on their own capital and brand advantage, infiltrating into the two or three line of the market, even China's cosmetics industry proud in the low-end market channel advantage also disappear gradually acceleration, strong impact of these competition so that we deeply appreciate China's cosmetics industry by foreign brands.

This paper firstly introduces the background, significance and content structure of the thesis, and then analyze the A cosmetics companies entered Chinese market from the nineteen eighties at the beginning of the 20 years of marketing channels in the Chinese market development and its success, hope to be able to provide some ideas to expand market channels for local cosmetics enterprises.

Keywords: Marketing ;marketing channels; cosmetics ;A cosmetics company