Abstract：Firstly, this thesis will present a brief introduction on Watsons your personal store (Watsons) and its development in mainland. Then, it will use the STP (Segmenting, Targeting and Positioning) marketing theory to analyze the success of Watsons in the following three aspects: operation mode, core competitiveness and marketing strategy. In order to study the core competitiveness of Watsons in a better way, this thesis uses a strengths, weaknesses, opportunities and threats (SWOT) analysis to find out the successful factors of Watsons. At last, the thesis will focus on the marketing strategy of Watsons. The aim of this thesis is to study the success of Watsons, in order to provide some references for the retail enterprises to survive in the highly competitive market.

Key words: Watsons; operation mode; core competitiveness; marketing strategies

中文摘要：本文首先介绍了屈臣氏个人护理店的概况及其在国内的发展，然后运用了市场细分目标定位（STP）营销理论从经营模式，核心竞争力，营销策略，三个方面分析屈臣氏个人护理店的成功之道，为了能更好的对屈臣氏个人护理店的核心竞争力进行分析，本文采用了优势，劣势，机会，威胁（SWOT）分析法寻找屈臣氏个人护理店的成功要素。最后，本文集中分析了屈臣氏个人护理店的市场营销策略。本文旨在研究屈臣氏的成功之道,以求为零售企业如何在竞争激烈的市场中生存提供参考。

关键词：屈臣氏；经营模式；核心竞争力；营销策略

　　　As has been discussed, the accurate market positioning and the successful market segmentation win Watsons an invincible position in this industry; the flexible price strategy and excellent brand image make it possible for Watsons to face the challenges from all competitors; the innovative private brand products provide Watsons a good opportunity to obtain information from customers. Last but not the least, the unique market strategies make Watsons distinctive from others and encourage attention from customers. However, my research is not detailed enough for the lack of practice and authoritative data. There will be some shortcomings in this thesis, which need further studies in the future.