【团体标准】 化妆品营销管理规范

该标准规定了化妆品营销管理的九大原则，包括合规性、诚信、公平竞争、保护消费者权益、零门槛、零风险、自愿、产品价格公允、信息披露及保护消费者隐私，严禁层级返利和虚构交易。明确了经销商代理（含合伙人与批发商分级、进货差价及奖励）、门店销售（加盟运营管理）、数字化营销（系统功能与信息安全）三类营销模式。规范了供货发货、退换货、投诉处理、经销商服务及售后服务要求，建立了经销商稽查、考核和满意度调查的营销监督机制，以及服务优化、危机管理和质量改进的持续提升机制。适用于企业化妆品的产品销售、品牌推广和市场拓展等营销活动的管理。Thisstandardspecifiesnineprinciplesforcosmeticmarketingmanagement,includingcompliance,integrity,faircompetition,protectionofconsumers'rightsandinterests,zerothreshold,zerorisk,voluntariness,fairnessofproductprices,informationdisclosure,andprotectionofconsumers'privacy.Itstrictlyprohibitshierarchicalrebatesandfictitioustransactions.Itdefinesthreemarketingmodels:distributoragency(includingclassificationofpartnersandwholesalers,purchasepricedifferencesandincentives),storesales(franchiseoperationmanagement),anddigitalmarketing(systemfunctionsandinformationsecurity).Itregulatesrequirementsforsupply,delivery,returnandexchange,complainthandling,dealerservices,andafter-salesservices.Itestablishesmarketingsupervisionmechanismssuchasdealerinspection,assessment,andsatisfactionsurveys,aswellascontinuousimprovementmechanismsforserviceoptimization,crisismanagement,andqualityimprovement.Thisstandardappliestothemanagementofmarketingactivitiessuchasproductsales,brandpromotion,andmarketexpansionofenterprisecosmetics.