欧诗漫化妆品品牌推广策略研究毕业论文.docVIP

毕业论文 （2011届） 欧诗漫化妆品品牌推广策略研究摘 要 随着经济的不断发展，近几年来我国化妆品市场始终保持着快速增长，并且成为仅次于日本和美国的第三大化妆品消费市场。一个品牌想要在错综复杂的市场上站稳脚跟，品牌推广起着至关重要的作用。但是，我国众多本土化妆品企业在品牌推广中还存在一系列的问题，影响了我国本土化妆品企业的发展。 欧诗漫化妆品是一个典型的本土化妆品品牌，在短短的几年时间里，欧诗漫化妆品凭借着广告推广、营销推广、公关推广等一系列品牌推广策略，使其品牌迅速得到了提升。在一系列品牌推广的措施下，欧诗漫化妆品虽然取得了辉煌的成就，但还是存在广告推广过于拘泥、营销推广不够、公关推广存在缺陷等问题。 本文在对品牌及营销理论回顾的基础上，通过实地调研考察、访谈等方式，系统性的研究了欧诗漫化妆品品牌推广策略及其存在的问题，并从引入新型广告推广形式、营销推广和提高公关推广能力等方面为其提出了一些意见与建议，对我国本土化妆品企业的发展具有一定的启发和促进作用。 关键词：品牌推广；欧诗漫化妆品；本土化Abstract With the development of economic, China’s cosmetics market has maintained a rapid growth and become the third largest cosmetics consumer market in the world next to Japan and the United States. If a brand wants to gain a firm foothold on the complex market, branding plays a very important role. However, many local cosmetics companies in our country still has a number of problems in branding that affect the development of local cosmetics companies. OSM cosmetics is a typical local cosmetics brand and its brand has been enhanced quickly in just a few years time with cosmetics advertising, marketing, public relations and o series of brand promotion strategy. In a series of measures to promote the brand, OSM cosmetic has received brilliant achievements, but the product structure is too single, the form of advertising is too stickle, limited of marketing, public relations is not perfect and some other problems are existed. This article is based on the review of the brand and marketing theories, through field investigations and studies interviews, systematic studies of OSM cosmetics brand promotion strategy and its problems, suggestions has been put forward aimed at product structure, communication range, advertising and it will help promote the local cosmetics companies. Keywords: brand promotion; OSM cosmetics; local companies 目 录 1 导论 1 1.1 研究背景 1 1.2 研究意义 2 1.3 研究框架和内容 2 2 品牌推广相关理论概述 3 2.1 品牌推广的相关定义 3 2.2 品牌推广的方式 3 2.3 品牌推广的意义 4 3 化妆品行业现状分析 5 3.1 化妆品市场现状分析 5 3.1.1 规模持续增长，消费水平稳步提升 5 3.1.2 护肤品占主导，其它功能性产品崛起 6