留学生论文精修-留学生英语论文写作建议-代写留学生营销论文-怎么才能保证它是一片思路清晰的营销专业论文？
您好，
您的修改我正在看，看完后给您建议，现在想先跟您讨论一下总的写作思路的问题。
由于我论文指导老师的观点总是变来变去，再加上之前代写老师的问题，我论文的结构、内容、标题一再改变，因此我现在关于这篇毕业论文有很多困惑，希望能与您探讨，共同完成好这篇论文。
我最初的写作目的是分析玫琳凯在中国的营销策略，找到它营销的优缺点，并提出改进的建议。但指导老师说营销策略涉及的内容太广了，要缩小范围。所以之后又把重点放在直销上。但是之前的代写老师不能够以直销支起整篇论文，因此才加进了美容顾问、支持女性问题、宣传企业文化的内容。但是问题紧跟着又出现了，这四项内容使文章显得很零散。因此，我就把这四项内容归成了建立品牌独特形象的四个手段，文章标题也叫变成了玫琳凯在中国的营销策略是建立和宣传有特色的品牌形象。可是我觉得这么归类那四项内容似乎有些牵强，因为我不确定他们四个是不似算作建立品牌形象的手段？而建立品牌形象是不是一种营销战略呢？ 我的论文指导老师也不给明确的答复，让我很困绕。
我现在的一点思路是：玫琳凯在中国的营销战略是通过建立和宣传有特色的品牌形象实现的。而建立品牌形象的方法有四点，分别是采用独特的销售模式——直销；提供卓越的服务——美容顾问；宣传玫琳凯的特色企业文化；以及强烈的社会责任感——主要是帮女性提供事业机会。而宣传品牌形象的方法是：广告宣传等手段。 在接下来的研究方法部分，我希望通过调查问卷、深度访谈、小组讨论的手段得到以下结论：首先，玫琳凯用于建立品牌形象的四个手段是有效的，他们的确使玫琳凯在消费者心目中留下了有特色的正面的品牌形象。而拥有特色的品牌形象对成功的营销非常重要，特别是对在中国这样一个品牌意识强的国家作营销更加重要。 但是，光拥有特色的品牌形象是不够的，想要营销成功，还要把自己的品牌形象宣传好。那就需要通过广告等手段。而玫琳凯的问题就在于宣传力度不够。 所以文章最后的结论是，应当继续沿用那四个手段建立好品牌形象，但同时要加大宣传力度（比如电视广告，网络宣传等），进而使琳凯能在更多销费者心目中留下有特色的卓越的品牌形象，占领更多得市场份额。
我这样的思路自己感觉有些生硬，有些乱，在概念上有些牵强，而且就像我老师说的，营销专业的论文本来就容易些跑题（比如写成管理类的，公司战略而不是营销战略），我的论文涉及这么多分散的点，怎么才能保证它是一片思路清晰的营销专业论文呢？希望能听听您的建议，您有什么想法吗？请尽快告诉我，我马上就要建指导老师，可以及时与他沟通。
请尽快恢复，谢谢
Chapter 1 Introduction
留学生论文精修这是初步修改的第一部分, 请避免您将要修改的第二部分于之重复
1.1 Research aims
The aim of this paper is to demonstrate and evaluate the promotional strategy of Mary Kay in Chinese cosmetic market. From the researching of the modern market, a bright way of doing business could be found for Mary Kay and a clear map could be given to the cosmetics market.
1.2 Objectives
This paper is to reach the following objectives: explore the direct marketing activities of Mary Kay in Chinese cosmetic market, explore the impact of Chinese culture on Mary Kay’s promotional strategy, explore the impact of the status of Chinese women's on Mary Kay’s promotion strategy and to analyze the problems existing in Mary Kay’s promotion strategy and make recommendations for it.
1.3 Structures
Firstly, This paper will introduce the background of its topics, which including: basic information of Mary Kay, cosmetics industry in China, major competitors of Mary Kay in Chinese cosmetic market, the concept of direct selling and its situation in China, Chinese culture and the role of Chinese women which related to Mary Kay’s marketing strategy. Secondly, it will review some literature which related to the research aim and objects. Thirdly, it researches the problems by using the business research methods (both quality and quantity). Fourthly, this paper will also use some models such as SWOT to analyse Mary Kay’s past and future in order to make the ideas more comprehensive. And finally, it will analyse and discuss the findings: Mary Kay’s sales methods, their political systems, their culture, and the new broad way of Mary Kay.
1.4 Brief introduction
1.4.1 Basic Information of Mary Kay
Mary Kay Inc. is located in Dallas, Texas of the United States, founded in 1963 by Mary Kay Ash (Mary Kay, 2009). 45-year-old Mary Kay Ash resigned due to dissatisfaction with American society’s unfair treatment to the employment status of working women, then she decided to set up a company selling a kind of cosmetics that quality and value are unquestioned. The most important initial purpose is to offer women to have unprecedented opportunities for financial independence, career advancement and personal fulfillment. Thus, in the September 13, 1963 Friday, she created a small direct sales cosmetics company with 5000 dollar’s initial investment, started in 46-square-foot store, she and her son, Richard, and nine beauty consultants began the career. After 43 years of development, the company now set up branches in 44 countries and regions in all over the world and the global annual sales are more than 3.6 billion dollars, owing more than 1.8 million beauty consultants (The Independent Sales Force From, 2008). It has 9 product lines and 20 kinds of products such us skin care, cosmetics, sun protection, perfume and so on (Mary Kay, 2009). The company was rank two-time in US "Fortune" magazine, being elected as "America's 500 Largest Companies; and twice into the US "Fortune" magazine, nominated as "the United States 100 Best Companies to Work for the value of employees". It also has awarded the American first cosmetics brand for 9 consecutive years and the national top 10 women's employment company. It is world's leading enterprises contains most female millionaires. Moreover, Mary Kay Inc. (Mary Kay Inc., 2003) is a leading e-commerce businesses company and one of the largest consortiums that were mostly respected, Mrs. Mary Kay herself was also considered to be the most successful female entrepreneur (Steven Oberbeck, 2009).
Founded just several years ago, the company’ branch in China has already a 10 percent market share here, having recorded 8 billion won in sales last year through 20,000 direct sales representatives. As its brand name gets established, the firm expects to nearly double its sales to 1.5 billion dollars. (Lu Xu, 2008）The secret of Mary Kay success is its unique approach to business, both in philosophy and business strategy. The above figures show the operation in the marketing strategy. The company has made achievements, which fully proved a good marketing tool is the direct factors to promote the development and growth of the company. Recently, Mary Kay (China) Cosmetics Co., Ltd. was nominated the 2008 annual national industrial key sectors "effectiveness top ten" corporate, 6th reelection as the industry first. Now, Mary Kay (China) is one of Mary Kay world's largest direct selling skin care and color cosmetics products subsidiaries in China. With China’s accession to WTO, the WTO commitments are fulfilled gradually and there have more and more relaxed environment for foreign investment. A decline of tariff adjustments has led to lower costs of importing of foreign cosmetics companies. They have more opportunities to develop the Chinese market. The rapid growth of China's economy also has increased their investment and confidence. Market capacity is growing at a rate of 20% per year in the past 20 years (Beth Negus Viveiros, 2009). There are still at least 50 million market capacities in Chinese cosmetic industry. Chinese cosmetics market offers /enormous business opportunities and expects potential development.
1.4.2 Cosmetics Industry in China
In the past few years, many countries and regions of the world are going through economic recession, led to the negative growth in the global cosmetics, but with the gradual recovery in Asia-Pacific region, and economic situation shows a strong growth trend making the growth after the past two years in the global cosmetics market. According to "the international market tracked" (MTI), the statistical report shows that fragrance products were influenced by the economic downturn in the recent international market, which were witnessed a serious decline in sales. However, other cosmetics sales, especially make-up product sales, continued to show growth in recent years. An average annual growth rate of China's cosmetics market sales is about 23.8%; even the highest is up to 41%, with growth rates far higher than the average growth rate of the national economy. Sales of China's cosmetics market ranks second in Asia, eighth in the world and the number of national cosmetics manufacturers has been 4000. Up to now, the number of cosmetic manufactures, whose annual sales are more than billions has more than 50 in the cosmetics industry. It is anticipated that by 2010, annual sales of cosmetics market will be up to 800 billion Yuan, about 12.9% annual growth. (Trade intelligence network of China, 2008)
1.4.3 Major Competitors of Mary Kay
The strategy of Avon, Amway and Mary Kay adopt direct selling, of course, some people believe that model is pyramid selling in China. But for business model of Mary Kay, it offers Beauty Consultant to consumers, which can communicate with beauty consultant face to face and give the formula, even, its after-sales service is enthusiastic.
"High-quality, leading technology, diversity, designed for Asian women" is the heart of Avon's product guiding ideology. Its unique Asian skin development center set up a department to do research and develop particularly suitable cosmetics for Asian skin. In order to meet the different shopping habits of customers, Avon China quickly has opened up a wide range of shopping channels, and has completed a full range of penetration of the Chinese market – there are over 6000 stores of Avon in China and nearly 1,500 Avon counters in major shopping malls, more than 300 warehouse-style Avon counters, there has already opened an online shopping service. (James W. Camerius and James W. Clinton, 1993）
Today, Amway Corporation has successfully penetrated the China market, whose unique direct selling model and marketing strategy bring the inevitable fresh breath to the Chinese market, which also bring new inspiration to many foreign enterprises. Of course, the successful entry into the target market does not mean that the successful occupation of target markets. At present, the Chinese government is only allowed Amway Corporation developing its business in a number of coastal cities, such as Guangdong and Fujian. Whether or not Amway's direct selling will be successful in the Chinese market, it still needs some time. However, in any case, a careful analysis of Amway direct selling is very useful for company's marketing strategy.
1.4.4 Concept of Direct Selling and Its Situation in China
Direct selling originated in the United States, in the 1940s. It was founded by Jewish Kasa Bei and has been developed rapidly with the rise of the information society and people's psychology of preferring convenient shopping (Albaum, Gerald, 1992:45-107). It is completely different from the traditional marketing channels; that direct selling abandons the original fixed-store-type sales model, it is a new retail channel for the distribution of goods and services (Ronald A. Bernstein, 1984). At a basic level it may be defined as marketing and selling products, direct to consumers away from a fixed retail location.
This study will evaluate Mary Kay's promotion strategies in China from the aspect of direct selling. As it is known, direct marketing has become an important content of promotion policies in China and it is always an effective force to promote the advance of economy. Direct selling developed in China in 1995. In 1995, 1996 and 1997, direct selling has experienced a successful period in the Chinese market. However, in 1997, changes emerged in the market. This was due to the following reasons (Hung Wei, Gong Long, 2007: 12): a lack of proper management and guidance, and a lack of appropriate regulatory regime for timely putting down a number of violations in direct selling, allowing direct selling transfer into pyramid selling, which has greatly undermined the image of direct selling. Therefore, in April 1998, the Chinese government introduced a policy which made direct selling illegal. All business of direct selling of foreign multinational corporations in China has been stopped. With China's accession to WTO, Chinese government's attitude to direct selling has been changed. In 2005, it formally established Direct Selling Regulations, which have finally determined the legal status of direct selling and regulated its behavior. At the same time, after years of effort, the attitude of the Chinese people towards direct selling has also been changed. In this content, the industry of direct selling has developed rapidly in China since 2005, it is certain that its prospects are bright in China.
1.4.5 Chinese Culture which Related to Mary Kay’s Promotion Strategy
On the one hand, Chinese culture emphasizes relationships. Chinese people get what they need in their daily lives through the relationship between them, relationships allow them obtain others’ help as well as provision of certain items or services, which is convenient to the launching of direct selling. On the other hand, Chinese culture emphasizes emotions much more than benefits. Before direct selling entered into China, few people were aware of that network of interpersonal relationship was originally a financial network, which was not conducive to direct selling. This dissertation will also explore whether Mary Kay’s direct selling strategy can take advantage of the former and avoid the latter and how the traditional culture that affect the market strategy.
1.4.6 The Role of Chinese Women which Related to Mary Kay’s Promotion Strategy
In China's feudal culture, a strong concept of male chauvinism, not only affects women's development, but also seriously hinders the progress of society. However, in modern society, the concept of modern women has conversed in order to promote the role of Chinese women. It emphasizes that women should have equal rights and social status as men in both work and life. This conversion gives Mary Kay an opportunity to develop its business in China.
In China, Mary Kay engaged actively in social activities of women self-taught and cooperated with the Shanghai Women's Federation in two consecutive years to support women's contributions in training, retraining and other activities for Chinese women. In 2001, the company with China Women's Federation established "Mary Kay Women's Venture Fund" as an aid program of a mainly urban laid-off workers and rural poor women, aimed at funding support for laid-off workers and other poor women.
Mary Kay promotes its corporate culture, and makes Chinese women more self-confident. Supporting female entrepreneurs will lead to some large of changes in the status of Chinese women, and the consequence that this market strategy really help Chinese women to improve their economic status. However, this is contradictory with the traditional role of Chinese women that they concern more about their families than themselves, this paper will explore whether Mary Kay strategy of supporting female entrepreneurs can get Chinese women’s response, whether it can meet Mary Kay’s goals of creating a good corporate image and achieving a good marketing performances.
1.5 Conclusion of Introduction
Direct marketing, encouraging women entrepreneurs and provide professional beauty consultants is always the important content of Mary Kay's promotion strategies in China. Every coin has two sides. Mary Kay's promotion strategy is also inherent in the success and shortcomings. With the analysis, this paper will be a corresponding comparison with the status quo of the Mary Kay’s business and marketing strategy in Chinese comics market, and also do some explores on the existing problems of Mary Kay, then make some constructive comments.
The development of the Chinese cosmetic industry experienced totally different time and model, which need to ensure that the changes cannot fetter but promote the development speedy. However, we have to focus on the kinds of competition factors, the more opportunities there, the more competitors we have to be compared with. From the Amway to the AVON, they give Mary Kay threats but also precious experiences. That is what this paper wants to illustrate in the following chapters. The research will focus on some stations related to the cosmetic market in China，the author will give a comprehensive statement on the competition and opportunity that Mary Kay faces up. From these researching this paper will discuss the result in decent way in the following chapters.
留学生论文精修Reference
Beth Negus Viveiros (2009) Mary Kay's Rhonda Shasteen Works on a Brand Makeover, Available at:
http://directmag.com/casehistories/0109-shasteen-works-makeover/
James W. Camerius and James W. Clinton（1993）Avon Products Inc.: Developing a global perspective, Available at:
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