上届毕业论文分析报告.doc

中国民族化妆品企业的国际化竞争策略 摘　要 改革开放以来，在与欧美、日韩等进口化妆品的竞争中一直处于劣势的本土化妆品牌，近年来迎来了春天，特别是最近的百雀羚“国礼效应”让民族化妆品牌更上一层楼。在新的经济形势下，中国本土化妆品应把握住良好的机遇，大展拳脚。 本文首先从中国化妆品行业的发展趋势和其中所存在问题的角度对中国化妆品市场面临的现状进行分析，其次以国际品牌欧莱雅、资生堂和民族新兴品牌佰草集为案例提出成功化妆品牌的经验借鉴。最后从产品差异化策略、品牌营销策略、营销渠道策略三个角度具体阐述了中国化妆品市场的国际化竞争策略。其中，产品差异化策略要通过依托中华文化，吸收民间智慧，做好市场调查，增加财政收入以及大力开发男性化妆品市场等措施来实现；在品牌营销策略上，要建立宏观的战略方向，并对战略任务进行有效分解，还要重视产品质量和品牌创新；在营销渠道策略上，要实现渠道模式的扁平化，整合营销渠道，拓展新型营销渠道，并建立起自营渠道。 关 键 词：品牌文化，产品差异化，品牌营销，营销渠道 The International Competition Strategies of Chinese Cosmetic Enterprises ABSTRACT Since China’s reform and opening up, domestic cosmetics have long been overshadowed by imported cosmetics. Recent years, favorable circumstances have made their debut, especially with the “national gifts effect” deriving from a domestic brand Peh-Chao Lin which boosts the development of China’s domestic cosmetics brands. Under the new economic situation, it is wise that China’s domestic cosmetics should make good use of this good opportunity and strive to make accomplishments. First of all, this article analyzes the status duo of China’s cosmetics markets from the aspects of development tendency of China’s cosmetics industry and problems therein. Secondly, with international brands LOREAL, SHISEIDO and emerging domestic brand HERBORIST as cases, this article puts forward experience of successful cosmetics brands for reference. In the end, this article specifies international competition strategies for China’s cosmetics markets from the aspects of product differentiation strategy, brand marketing strategy and marketing channel strategy. As for the implement of product differentiation strategy, market research should be properly carried out, fiscal revenue inputs be increased, male cosmetics markets be vigorously probed into while relying on Chinese culture and absorbing folk wisdom. On the aspect of brand marketing strategy, macro-direction of strategy should be defined, strategic tasks be effectively arranged and assigned while attaching