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《畢業(yè)論文--中國(guó)民族化妝品企業(yè)的國(guó)際化競(jìng)爭(zhēng)策略 》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、河南科技大學(xué)經(jīng)濟(jì)學(xué)院本科畢業(yè)論文中國(guó)民族化妝品企業(yè)的國(guó)際化競(jìng)爭(zhēng)策略摘 要改革開(kāi)放以來(lái)，在與歐美、日韓等進(jìn)口化妝品的競(jìng)爭(zhēng)中一直處于劣勢(shì)的本土化妝品牌，近年來(lái)迎來(lái)了春天，特別是最近的百雀羚“國(guó)禮效應(yīng)”讓民族化妝品牌更上一層樓。在新的經(jīng)濟(jì)形勢(shì)下，中國(guó)本土化妝品應(yīng)把握住良好的機(jī)遇，大展拳腳。本文首先從中國(guó)化妝品行業(yè)的發(fā)展趨勢(shì)和其中所存在問(wèn)題的角度對(duì)中國(guó)化妝品市場(chǎng)面臨的現(xiàn)狀進(jìn)行分析，其次以國(guó)際品牌歐萊雅、資生堂和民族新興品牌佰草集為案例提出成功化妝品牌的經(jīng)驗(yàn)借鑒。最后從產(chǎn)品差異化策略、品牌營(yíng)銷策略、營(yíng)銷渠道策略三個(gè)角度具體闡述了中國(guó)化妝品市場(chǎng)的國(guó)際化競(jìng)爭(zhēng)策略
2、。其中，產(chǎn)品差異化策略要通過(guò)依托中華文化，吸收民間智慧，做好市場(chǎng)調(diào)查，增加財(cái)政收入以及大力開(kāi)發(fā)男性化妝品市場(chǎng)等措施來(lái)實(shí)現(xiàn)；在品牌營(yíng)銷策略上，要建立宏觀的戰(zhàn)略方向，并對(duì)戰(zhàn)略任務(wù)進(jìn)行有效分解，還要重視產(chǎn)品質(zhì)量和品牌創(chuàng)新；在營(yíng)銷渠道策略上，要實(shí)現(xiàn)渠道模式的扁平化，整合營(yíng)銷渠道，拓展新型營(yíng)銷渠道，并建立起自營(yíng)渠道。關(guān)鍵詞：品牌文化，產(chǎn)品差異化，品牌營(yíng)銷，營(yíng)銷渠道IV河南科技大學(xué)經(jīng)濟(jì)學(xué)院本科畢業(yè)論文TheInternationalCompetitionStrategiesofChineseCosmeticEnterprisesABSTRACTSinceChi
3、na’sreformandopeningup,domesticcosmeticshavelongbeenovershadowedbyimportedcosmetics.Recentyears,favorablecircumstanceshavemadetheirdebut,especiallywiththe“nationalgiftseffect”derivingfromadomesticbrandPeh-ChaoLinwhichbooststhedevelopmentofChina’sdomesticcosmeticsbrands.Underth
4、eneweconomicsituation,itiswisethatChina’sdomesticcosmeticsshouldmakegooduseofthisgoodopportunityandstrivetomakeaccomplishments.Firstofall,thisarticleanalyzesthestatusduoofChina’scosmeticsmarketsfromtheaspectsofdevelopmenttendencyofChina’scosmeticsindustryandproblemstherein.Sec
5、ondly,withinternationalbrandsL'OREAL,SHISEIDOandemergingdomesticbrandHERBORISTascases,thisarticleputsforwardexperienceofsuccessfulcosmeticsbrandsforreference.Intheend,thisarticlespecifiesinternationalcompetitionstrategiesforChina’scosmeticsmarketsfromtheaspectsofproductdiffere
6、ntiationstrategy,brandmarketingstrategyandmarketingchannelstrategy.Asfortheimplementofproductdifferentiationstrategy,marketresearchshouldbeproperlycarriedout,fiscalrevenueinputsbeincreased,malecosmeticsmarketsbevigorouslyprobedintowhilerelyingonChinesecultureandabsorbingfolkwi
7、sdom.Ontheaspectofbrandmarketingstrategy,macro-directionofstrategyshouldbedefined,strategictasksbeeffectivelyarrangedandassignedwhileattachinggreatimportancetoproductqualityandbrandinnovation.Withregardtothemarketingchannelstrategy,delayeringofchannelmodelshouldbeachieved,mark
8、etingchannelsbeintegrated,novelmarketingchannelsbeexpandedand
