摘要：老中医化妆品—一个真正的民族品牌，秉承专业、诚信的经营理念，引进全程连锁服务机制在全国拥有600多家老中医化妆品专卖店。由于个别经销商恶意窜货，低价跨区域供货的投机取巧内部问题和国际市场竞争日益加剧，据中国化妆品行业协会的数据，一些国外化妆品品牌占据了我国化妆品和盥洗用品市场60%以上的市场份额，只有创新性的产品仍然有发展的空间。

　　　通过运用SWOT分析方法，对我国真正民族品牌——老中医化妆品的优劣势、机遇和挑战进行分析，并据此提出根据市场细分打造自主民族品牌、实现核心技术国产化、体验专卖店情感营销，完善销售渠道等策略。提高产品在国内的知名度和美誉度，有效地提高市场占有率，完善高效的渠道，实现产品的专业化、规模化。

关键词: 老中医化妆品，营销策划，市场推广

Abstract：Old Chinese medicine cosmetics-a real national brand, adhering to the professional, the integrity of business ideas, the introduction of the whole chain service mechanism in the country and have many 600 old Chinese medicine cosmetics stores. Because individual dealer malicious channeling goods, low cross area to supply opportunistic internal problems and international market competition intensified day by day, according to the Chinese cosmetics industry association of data, some foreign cosmetics brand occupies the cosmetics products market in China and wash one's hands and face more than 60% share of the market, only innovative products still have development space.

　　　By using the method of SWOT analysis to our country really national brand-old Chinese medicine cosmetics of strengths, weakness, opportunities and challenges to carry on the analysis, and then put forward according to the market segmentation make independent national brand, realize the core technology of domestic. 

Key Words：Old Chinese medicine cosmetics, marketing planning, market promotion

　　　老中医化妆品，一个民族的精华，世界的品牌。中医中药，是中国给予世界的又一伟大贡献。几千年博大精深的中医中药文化，不仅哺育了中华民族，而且正逐步走出国门，成为全世界人民的共同财富。通过对老中医化妆品行业发展和自身品牌的优势劣势分析总结，建立统一联盟，为老中医化妆品创立一个民族品牌效应，通过全国各地去的超市、专卖店和网络市场的线上线下经营模式，打造中草药的核心理念，让每一个要去痘痘，想拥有健康肌肤的消费者一个机会，实现“有痘就找老中医”和“没有老中医治不好的痘痘”承诺。