摘要：随着经济的发展，越来越多的女性开始将重点慢慢移至妆容上来，化妆成了女性展现自我魅力的又一重要途径。有了消费能力巨大的女性消费者作为销售对象，中国的化妆品产业逐渐发展起来，并拥有广阔的发展前景。

　　　化妆品的功能在不断更新，各品牌间的竞争也越来越激烈。各化妆品公司开始以各种手段，通过各种渠道，将其产品及其形象传达到消费者手中，并希望给消费者以深刻印象，从而提高销量。因此，当今化妆品公司迫切希望找到更适合自己的营销渠道，来提高销量，以获得更多的利润。

　　　本文通过文献梳理，发现当前我国化妆品行业的营销渠道的发展趋势：营销渠道结构扁平化、终端个性化、关系互动化。在此基础之上，提出了本文的研究主题，并以玫琳凯（中国）公司为例，通过SWOT分析，提出了影响玫琳凯销售渠道的因素，分析了玫琳凯的渠道策略以及玫琳凯对渠道冲突的管理。

关键词 化妆品；玫琳凯；渠道策略

Abstract：With the progress of economic development, more and more women began to focus slowly moved up makeup, makeup became attractive women show themselves is another important way. With the huge spending power of female consumers as sales targets, China's cosmetics industry gradually developed, and has broad prospects for development.        

Cosmetic features constantly updated, the brand has become increasingly fierce competition between. The cosmetics company started by various means, through various channels to convey the image of its products and to consumers, and consumers want to give a deep impression, and thus increase sales. Therefore, today's cosmetic companies are eager to find a more suitable for their own marketing channels, to increase sales, to get more profits. 

    In this paper, combing the literature and found that the current China's cosmetics industry marketing channel development trends: marketing channel structure flat, terminal personalized, interactive relationship. On this basis, this paper presents the research topic, and Mary Kay (China) company, for example, through the SWOT analysis, put forward the factors affecting Mary Kay sales channels, analyzes, and Mary Kay Mary Kay's channel strategy for channel conflict management.

Key words  cosmetics  Mary Kay  Channel strategy