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论文编号：	4627
作者编号：	2220110593
上传时间：	2012/9/20 14:14:01
中文题目：	国产高端化妆品品牌营销策略研究
英文题目：	Research of marketing strategy of high-end cosmetics brand in domestic market
指导老师：	许晖
中文关键字：	关键词：化妆品；国产高端品牌；品牌营销
英文关键字：	Keywords: cosmetics; Domestic high-end brand; Brand marketing
中文摘要：	在国内活跃的各化妆品品牌之间，品牌营销竞争力的博弈，近年来越来越激烈，在这样的一个新兴的，特殊的，爆炸式的市场竞争中，各化妆品品牌的营销模式从不断完善的产品营销，正逐步发展为更加精细高级的品牌营销概念。一些化妆品先进国家，如美国、法国和日本等国的化妆品品牌营销策略十分成功，特别是在高端化妆品的品牌营销策略方面，从市场的研究定位，消费者心理需求的把握，到产品的高质化，都已经积累了丰富的经验。随着这些品牌向国内高端市场的不断渗透，国产高端化妆品企业的生存和发展一直面临严峻的挑战。本土化妆品企业应该深刻研究目前的化妆品产业趋势，开发符合消费者需求的新产品，同时调整品牌营销策略，获得消费者的认可和信赖，这样才能在大牌云集的国内化妆品市场，共同把蛋糕做好做大，获得品牌的最高价值，但是如何调整，是多数化妆品企业急需解决的问题。而现有的品牌营销理论研究中，并没有以化妆品品牌营销策略为目标的系统的探讨。正是基于这样的现实和理论的需要，本文开展了化妆品品牌营销策略的研究。本文从理论上、从实践上、从案例上多方面对国产高端化妆品的品牌营销方式进行陈述和剖析，深入浅出的阐明了品牌营销在未来竞争中的“旗帜”作用。本文以品牌和品牌营销理论为出发点，对化妆品的消费市场进行了细分和研究，对国产高端化妆品品牌的营销策略进行了归纳总结。文中将以佰草集品牌营销作为案例进行研究，为我国化妆品企业提供借鉴的依据。本篇论文主要是由六个章节组成：第一章为绪论，主要从研究背景及问题的提出、研究的动机与研究目的、研究内容及研究框架来进行阐述。第二章是相关理论回顾，主要确定本文的研究内容、思路和研究的重点。第三章通过对我国化妆品市场和消费市场的现状分析，描述了品牌之间的竞争情况。第四章国际高端化妆品品牌的营销策略分析，主要从以下四方面说明：品牌本土化、品牌形象塑造、品牌传播、品牌营销策略。第五章以实例为主要的论证依据，阐述了佰草集品牌成功的营销策略；第六章总结全文，得出结论：化妆品市场的竞争，就是品牌竞争；品牌营销的胜利，就是商战的胜利。
英文摘要：	In domestic active between the cosmetics brand, brand marketing competitive game, in recent years more and more fierce, in a such emerging, special, the explosion of market competition, the cosmetics brand marketing mode from growing perfect product marketing, is gradually development for more delicate senior brand marketing concept. Some cosmetics advanced countries, such as the United States, France and Japan and other countries of the cosmetics brand marketing strategy is very successful, especially in high-end cosmetics brand marketing strategies, from market research orientation, consumer psychology demand the master, to the quality of products, have accumulated a wealth of experience. As these brand into the domestic high-end market unceasing seepage, domestic high-end cosmetics enterprise's survival and development has been facing serious challenges. Local cosmetics enterprise should be profound study of cosmetics industry at present trends, the development conforms to the consumer demand of new products, and adjust the brand marketing strategy, get the recognition of consumers and trust, such ability in the star-studded squad domestic cosmetics market, and work together to make do big cake, the highest value for the brand, but how to adjust, and is most cosmetics enterprise problems needed to resolve. While the existing brand marketing theory study, and not to cosmetics brand marketing strategy is the goal of the system are discussed. Based on this theory and practice of the need, this thesis carried out the cosmetics brand marketing strategies. The thesis theoretically, in practice, many from the case on the face of the domestic high-end brand marketing way cosmetics statement and analysis, pellucid illuminates the brand marketing in the future competition "banner" role. This thesis with the brand and brand marketing theory as the starting point, the cosmetics consumer market segmentation and research, on domestic high-end cosmetics brand marketing strategy has summarized. This thesis will be of hundred brand marketing as a case study, the cosmetics for our country to provide reference for the enterprise the basis. This thesis is mainly composed of six chapters composition: the first chapter is the introduction, mainly from the research background, motivation and the purpose, content and research framework in this thesis. The second chapter is related theory, this thesis mainly sure this thesis the research content, idea and the key point. The third chapter of our country through market and consumer markets cosmetics to analyze the current situation, describes the competition between the brand. The fourth chapter is international high-end cosmetics brand marketing strategy analysis, mainly from the following four aspects that: brand localization, brand image, brand spread, brand marketing strategy. Chapter 5 to the example for the main argument basis, elaborated the brand of hundred successful marketing strategies; The sixth chapter of summing up, draw the conclusion: the cosmetics market competition, is the brand competition; Brand marketing victory, is the victory of the business war.
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