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论文编号：	10029
作者编号：	2220131069
上传时间：	2018/6/7 0:09:03
中文题目：	北京同仁堂药妆品牌国际化发展策略改进研究
英文题目：	Research on the Improvement of International Development Strategy of Beijing Tongrentang Cosmeceutical Brand
指导老师：	赵伟
中文关键字：	品牌战略；品牌国际化；药妆；同仁堂
英文关键字：	Brand Strategy; Brand Internationalization; Cosmeceutical; Tong Ren Tang
中文摘要：	摘要随着经济的发展，人们的消费需求也更加多样化，开始追求高质量、类型多样且具有个性化的产品与服务，往往通过具有个性的品牌满足自身需求。企业竞争中也开始重视品牌的打造，品牌战略成为企业提高发展水平，实现有效竞争的途径之一，也是企业改变产品同质化严重现象的科学方式。在全球经济一体化的背景下，品牌国际化成为很多企业树立的全新发展战略，该发展模式中企业能够拥有更广阔的盈利空间。我国在加入世贸组织之后，外资企业纷纷涌入我国市场，面对外资企业的先进技术和资金实力，国内化妆品企业处境艰难，问题的根本在于国内大多数化妆品企业并未认识到品牌的重要性，缺乏品牌战略眼光。同仁堂品牌始创于1669 年，是民族品牌中发展状况极为良好的品牌之一，北京同仁堂化妆品公司作为北京同仁堂集团公司的控股的子公司，将同仁堂品牌延伸到日化行业，产品在内地站稳脚跟后，迈出了国际化之路，先后登陆东南亚等国的化妆品市场并取得了一些成绩。因此针对同仁堂药妆品牌国际化战略进行探究，可以为国内民族化妆品品牌战略的执行提供建议，带来有效参考。本文首先回顾了“品牌”、“品牌国际化”的内涵和相关理论知识，继而简述了北京同仁堂药妆品牌的发展历程及现状。通过对同仁堂药妆品牌国际化现行发展主要策略的详细梳理，探讨了阻碍其品牌国际化发展存在的内外部障碍。然后根据国际市场的品牌环境和整体发展趋势，结合企业自身情况，进而提出通过国际产品战略、国际沟通战略、国际渠道战略、国际管理战略等四个战略对同仁堂药妆品牌国际化发展的改进方略。再者又从优化品牌架构、求异与创新、专业精神与高品质、品牌经营与塑造四个方面分析出同仁堂药妆品牌国际化战略改进的实施保障举措。最后，总结出树立品牌国际化战略意识、培养核心竞争力、实施品牌战略化管理是企业品牌保持优势和持续发展的重要条件。同仁堂药妆的国际化发展策略案例的探讨分析对我国化妆品品牌国际化发展有很好的借鉴启示作用意义。关键词：品牌战略；品牌国际化；药妆；同仁堂
英文摘要：	Abstract With the development of economy, people's consumer demand is also more diversified, and they are pursuing high-quality, diversified and personalized products and services. They often meet their own needs through brands with individuality. Enterprise competition has also begun to pay attention to brand building. Brand strategy has become one of the ways for companies to improve their level of development and achieve effective competition. It is also a scientific way for companies to change product homogeneity. In the context of global economic integration, brand internationalization has become a new development strategy established by many companies. In this development model, companies can have a broader profitable space. After China's accession to the WTO, foreign-funded enterprises have flooded into China's market. Facing the advanced technology and generous funds of foreign-funded enterprises, domestic cosmetic enterprises are in a difficult position. The problem lies in the fact that most domestic cosmetics companies do not realize the importance of the brand. , lack of brand strategic vision. The Tong Ren Tang brand was founded in 1669 and is one of the well-developed brands in the national brand. Beijing Tong Ren Tang Cosmetics Co., Ltd., a subsidiary of Beijing Tong Ren Tang Group, has extended its Tong Ren Tang brand to the daily chemical industry, and its products have been firmly established in the Mainland. After the heel, he took a road to internationalization and successively landed in the cosmetics market in Southeast Asia and other countries and achieved some successes. This thesis first reviews the connotations and related theoretical knowledge of “brand” and “brand internationalization”, and then briefly describes the development process and current status of the Beijing TRT brand. Through a detailed review of the main strategies for the internationalization of Tong Ren Tang's cosmeceutical brand, the internal and external obstacles that hinder the international development of its brand are discussed. Then based on the brand environment and overall development trend of the international market, combined with the company's own situation, it further proposes four strategies to improve the internationalization of Tong Ren Tang's cosmeceutical brands through international product strategy, international communication strategy, international channel strategy, and international management strategy. In addition, from the four aspects of optimizing the brand structure, seeking differences and innovation, professionalism and high quality, brand management and shaping, analyze the implementation of safeguard measures to improve the internationalization strategy of Tongrentang drugstore brands. Finally, summing up the awareness of building a brand's internationalization strategy, cultivating core competitiveness, and implementing brand strategic management are important conditions for the company's brand to maintain its advantages and continue to develop. The analysis of the case of the international development strategy of Tong Ren Tang's cosmeceuticals has a good reference for the internationalization of Chinese cosmetic brands. Key words: Brand Strategy; Brand Internationalization; Cosmeceutical; Tong Ren Tang
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