(定稿)雅诗兰黛.doc

雅诗兰黛的营销策略研究 [摘要] 雅诗兰黛集团是全球最大的高档化妆品公司，旗下拥有众多知名高端品牌。雅诗兰黛化妆品自1993年进入中国市场以来取得了飞速的发展，其成功背后的营销策略值得我们研究。本文从理论性、实用性出发，运用历史资料调查法和文献综述法相结合的方法，首先对雅诗兰黛化妆品进行STP分析，指出雅诗兰黛化妆品的目标消费者是高收入的白领女性和追求时尚的新女性，定位于“华丽、高贵、典雅”。本文在此基础上进一步对其目标市场上的消费者和主要竞争者香奈儿和兰蔻进行分析，接着对雅诗兰黛的产品策略、渠道策略、价格策略和促销策略进行阐述和探讨。其中，雅诗兰黛的品牌策略、包装策略、声望定价策略、产品组合定价策略、高档百货专柜的销售渠道以及利用明星效应的广告策略都非常成功。然而，雅诗兰黛的营销策略也存在着一些不足，本文对此提出相应的建议，如坚守高端、用服务为产品增值、坚持高价策略、销售渠道多样化、精选中国代言人等，希望帮助雅诗兰黛进一步拓展中国市场，提高市场占有率。 [关键词]雅诗兰黛 STP分析 营销策略 Research on the Marketing Strategy of Estée Lauder [Abstract] The Estée Lauder Companies Inc. is the worlds largest high-end cosmetics company, which has many well-known top brands. Estée Lauder cosmetics entered the Chinese market since 1993 and has made rapid development. The marketing strategy behind its success is worthy of study. This thesis uses the theoretical and practical method and combines historical data survey and literature review method to study. After the STP analysis of Estée Lauder cosmetics, this thesis points out that Estée Lauder cosmetics’ target customers are the high-income white-collar women and new fashionable women and its positioning is beautiful, noble and elegant. On this basis, this thesis further analyses its target consumers and the main competitors ,Chanel and Lancome, and focuses on making elaboration and discussion on Estée Lauders product strategy, channel strategy, pricing strategy and promotional strategy. Among them, the brand strategy, packaging strategy, prestige pricing strategy, product mix pricing strategies, sales channels, high-end department stores and the use of the star effect of the advertising strategy are very successful. However, Estée Lauders marketing strategy also has some shortcomings. This thesis puts forward proposals, such as sticking to high-end brand, adding value to products with services, insisting on high-priced strategy, sales channel diversification, selection of Chinese spokesmen and so on in the hope that Estee Lauder expands the Chinese market fu