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论文编号：	1318
作者编号：	2120072127
上传时间：	2009/12/23 16:14:37
中文题目：	资生堂化妆品营销渠道策略研究——以中国大陆市场为例
英文题目：	Study on Shiseido Cosmetic Marketing Channel Strategy - Taking Chinese mainland market as an example
指导老师：	张永强教授
中文关键字：	中国化妆品市场；资生堂；营销渠道策略
英文关键字：	China Cosmetics Market;Shiseido;Marketing Channel Strategy
中文摘要：	世界金融危机对中国未来经济发展模式起到了深远影响，中国政府正在想方设法促进居民消费，提高国内需求，以减少中国对出口经济过分依赖的经济增长模式，保持国民经济健康快速发展。作为广大居民日常使用的化妆品，迎来了前所未有的发展新机遇。事实证明，自改革开放以来，国内化妆品市场发展迅速。面对巨大的市场发展潜力以及国内外化妆品企业应对市场不断变化的营销策略，国内化妆品市场将迎来怎样的新格局，不得不引起人们的广泛关注。 面对中国巨大的市场机会，国际化妆品企业纷纷抢滩中国。但是，一些企业由于市场销售渠道的形式简单，管理和控制不善，阻碍了自身的发展，在激烈的市场竞争环境下处境堪忧。市场营销渠道作为市场营销策略的重要组成部分，特别对于像化妆品这类以零售市场为主的商品，营销渠道的有效建立就成为生死攸关的重要环节。 鉴于市场营销渠道对化妆品企业的重要性，本文以我国化妆品市场为大背景，选择国际著名化妆品企业资生堂作为研究对象，通过对其在中国大陆市场营销渠道策略进行详细的分析，研究了其渠道策略的优点和有待改善的方面以及能够带给国内化妆品企业的启示。 本篇论文的创新点在于，从理论与实际相结合的角度，提出了资生堂集团基于品牌的多渠道组合策略、与渠道相匹配的价格策略以及终端建设和管理策略，并从操作性层面特别提出了发展美容专业线的想法，完成了资生堂品牌美容院的构建方案。 全文共分为七个部分。绪论部分阐述了研究的背景、意义、思路、方法以及内容和框架。第二章回顾了营销渠道的相关理论，作为全文论述的理论基础。第三章是资生堂化妆品营销环境分析，对企业的宏观环境、行业环境、竞争环境以及组织内部环境进行了分析。第四章论述了资生堂化妆品的营销渠道策略选择。第五章从策略实施的角度讲述了资生堂在渠道上的创新和变革。第六章针对渠道策略实施中存在的问题提出了建议。最后一章总结全文，提出结论。
英文摘要：	The world financial crisis has played a far-reaching implications on China's future economic development model, the Chinese government is try every means to promote households consumption, to increase domestic demands, in order to reduce over-reliance on China's export economy of economic mode, to maintain a sustained, rapid and sound development of the national economy. To be as a good which majority of the residents uses it everyday, cosmetic ushered in unprecedented opportunities for the new development. Facts have proved that, since the reform and opening up in China, the domestic cosmetics market had a rapid expansion. In face of huge development potential in the market, and the ever-changing marketing strategy, domestic and foreign cosmetics companies aim for the domestic market, what kind of new aspects will expose in the cosmetics market, have to attracting more widespread attention. Be face with the China's huge market opportunity, international cosmetics companies snatch market share in China one after another. However, some cosmetic companies hindered their own development due to the simple form of marketing channel, poor management and control; they are in the difficult situation within the fierce market competition environment. Marketing channels as an integral part of the marketing strategies, especially for cosmetic products, which is a commodity based in the retail market, the effective establishment of marketing channels has become a vital part. Considering the importance of marketing channels for cosmetics business, in this paper, the author choose the China's cosmetics market as background, select an internationally well known cosmetics company Shiseido as the object of the study, conduct a detailed analysis through its marketing channels strategy in China, investigate its advantage and aspects need to improve and bring the inspiration for the domestic cosmetics business. The innovation of this paper is that from the combination of theory and practice point of view, put forward the Shiseido Group's multi-channel strategy based on the brand portfolio, the pricing strategy matches with channel as well as terminal building and management strategies, from the operational level, highlighted the development of professional beauty salon, completion of the construction program for Shiseido beauty salon. The full-text is divided into seven sections. Introduction section sets out the background for the study, significance, ideas, methods, and content and framework. The second chapter reviews the relevant theories of marketing channels, as the theoretical foundation for the full discussion. Chapter III is the Shiseido cosmetics marketing environment analysis, which conducts from macro-environment of the enterprise, industry environment, competitive environment and internal organizational environment. The fourth chapter is the selection of the marketing channel strategy for Shiseido. Chapter V clarifies the innovation and changes in channels of Shiseido from the view of strategy implementation. Chapter VI makes recommendations for the problems during the execution of channel strategy. The last chapter summarizes the full text and makes conclusions.
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