国产化妆品品牌国际化战略研究—基于“佰草集”与“薇姿”的对比分析[毕业论文].doc

 毕业论文独创性声明 本人郑重声明所提交的毕业论文是本人在指导教师的指导下进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文中不涉及任何知识产权纠纷。否则，本人将承担一切责任。 学生签名： ___ 日 期：_ _2011.4.8__ 摘 要 近几年我国化妆品市场始终保持持续、快速增长，目前我国已经成为仅次于日本和美国的世界第三大化妆品消费市场。然而令人遗憾的是，国内的中高端化妆品市场几乎被跨国品牌所占领，本土品牌基本被打压在低端市场，利润空间十分有限。与跨国企业相比，本土化妆品企业无论是从资本实力、产品组合，还是从产品研发、品牌影响等方面都处于相对劣势。产品组合单一、同质化现象严重、市场定位重复、营销手段单一成为制约众多本土化妆品企业发展的重要因素。 纵观现阶段国内化妆品市场，知名本土品牌的共同特点之一就是合理利用产品差异化策略，细分市场或创造市场，走品牌突围之路。因此本文以品牌国际化为切入点，首先对国内外理论进行梳理，对国产化妆品发展环境有一定的了解，着重分析了在品牌国际化道路上现存在的问题。再结合典型案例，分别阐述了佰草集和薇姿的品牌史，并将两者的品牌国际化发展策略进行对比分析研究，寻找国产其他化妆品行业可以影响和借鉴的地方。最后在案例分析的基础上，提出了走品牌国际化道路，企业必须要加强品牌意识，加大科技和人力的投入，重视多元化行销，创中国特色。这对现今国内化妆品行业，具有一定的现实意义。 关键词：Abstract In recent years, Chinas cosmetics market has always been maintain sustained, and rapid growth. China has become the world’s third largest cosmetics consuming market, only behind to Japan and the United States. Regrettably, foreign brands are occupying the leading position of Chinese cosmetics market, and holding a large section of market share, while native cosmetics enterprises with limited profits can only wander up and down on the relatively low end market of china. Compared with the multi-national corporations, local cosmetics companies are in an inferior position either from the capital strength to product portfolio, or from product RD to brand impact. Homogeneous products combination, duplicate market positioning and lacking of brand building are main factors restricting the development of local cosmetics corporations. Observing the domestic cosmetics market, one of the common characteristics of well-know local brands is making good use of product differentiation strategy, segmenting market, creating market and publicizing the brands. Therefore, this entry point into the international brand, to set forth the theory in and abroad first, understood something about the development environment of domestic cosmetics, and analyzed the problem of brands on the road to internati