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论文编号：	2781
作者编号：	2120082296
上传时间：	2010/11/30 22:03:41
中文题目：	上海家化佰草集化妆品营销策略及其实施研究
英文题目：	The research on marketing strategy and its implementation of Herborist cosmetics of Shanghai Jiahua
指导老师：	李东进
中文关键字：	化妆品 佰草集 营销策略 中草药
英文关键字：	Cosmetics Herborist Marketing Strategy Herbal medicine
中文摘要：	改革开放以来，中国的化妆品市场得到了突飞猛进的发展，其诱人的利润及巨大的市场空间吸引了众多国际化妆品公司纷纷进入，世界上前30名的名牌化妆品企业，90%在国内建立了独资或合资公司。利润丰厚的高端化妆品市场，被欧莱雅、资生堂等国际品牌占领，国内化妆品企业鲜有成就。作为国内化妆品企业的龙头企业上海家化决定不与国际大品牌正面碰撞，采取差异化的策略推出我国第一个本土高端品牌——佰草集。天然中草药是上海家化的绝对强项，不仅符合化妆品的发展趋势，同时具有安全环保的优势。 本文在充分分析佰草集所处的内外部环境和自身的优势及劣势的基础上，结合当前一些先进的营销理论和方法，制定了针对佰草集化妆品现状的营销策略。本文共分七个部分，第一部分阐明了研究的背景、目的和意义；第二部分回顾了相关理论和方法，如STP理论、4P理论等，为其后的研究打下基础；第三、四部分是对企业发展的内外部环境及企业经营的现状进行分析，主要对佰草集化妆品展开SWOT分析，为营销策略的制定提供背景资料；第五部分是制定该业务的营销策略，如产品策略、渠道策略等；第六部分是策略顺利实施的制度保障；第七部分是论文的结论和建议。 在产品策略方面，佰草集的产品从产品线规划到品牌宣传、包装策划都做到到精益求精；在价格策略方面，佰草集坚持自己的定价原则，采用理解价值定价法，成功地将佰草集定位为高端品牌；在渠道建设方面，佰草集打破传统的渠道模式，佰草集采用的是“先做强，后做大”的渠道渗透模式；在促销策略上，佰草集巧妙地借助中国文化对品牌进行广告宣传，并采用店铺、电视等媒体提高了顾客的忠诚度及产品的口碑。 本文尽量采用行业内较新的资料，以保证论据的科学性。论文各章呈现层层递进的逻辑关系。希望通过本文的分析能够帮助佰草集在市场竞争中获得更加有利的地位，并为本土其他化妆品企业走向成功、走出国门提供借鉴。
英文摘要：	Since the implementation of reform and open policy ，the cosmetics market in China has been developed rapidly. Because of Its attractive profit and large space market , so many foreign enterprise of cosmetics had go into China. 90% cosmetics enterprise of the top 30 had established a sole company or a joint venture company in domestic,Such as Shiseido and l'oreal had accounted for the high-end market,Domestic cosmetics business is rarely achievements. As a domestic enterprise of cosmetics business Shanghai Jiahua decided not to competition with the international brand directly, but launched the first domestic high brand by differentiation strategy——Herborist, Natural herbal medicines is one of Shanghai Jiahua’s absolute strengths. Not only match the trend of the cosmetics development,but also safety and environmental protection. This thesis gives full analysis of internal and external environment of Shanghai Jiahua Company and shows the advantages and disadvantages of Herborist, In connection with some advanced marketing theory and methods, the author has developed the Herborist’s marketing strategy based on the status of Shanghai Jiahua Company. This thesis comprises seven parts. The first part clarifies the background of research, purpose and meaning of research. The second part reviews some advanced marketing theory and methods, such as STP theory, 4P strategy.The third part describes internal and external environmental analysis of enterprise development, and the fourth part describes the analysis of enterprise's business situation and SWOT analysis of Herborist, these provide background information to develop marketing strategy. The fifth part describes the process of developing corporate marketing strategy, such as product strategy and channel strategy.The sixth part describes the implementation and security of marketing strategy. The seventh part is about the thesis conclusion and recommendation. In the product strategy, the product line of Herborist from planning to brand promotion and packing is planning to perfection. In the pricing strategy, Herborist insist on his own price principle, ,Herborist positioning for high-end brand successfully by understanding value pricing method. In the channel construction, Herborist break the traditional channel,first to be strong ,then to be big. In the promotion strategy, Herborist resort to Chinese culture to brand advertising and keep customer loyalty.through media, the , store, electrical products and so on. The thesis uses a number of comparatively new information in order to ensure the argument persuasive. There are progressive-style logical relationships in these sections of the thesis. Hope that by this analysis can help Herborist get a more advantageous position in the market competition,And provide examples for other local enterprises of cosmetic to succeed going abroad.
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