工商管理毕业论文化妆品企业多品牌战略答题.docVIP

化妆品企业多品牌战略研究 摘 要 改革开放以来，随着我国的经济社会的高速发展，我国化妆品市场也随之不断发展，在巨大的发展潜力下，众多国际知名化妆品品牌纷纷抢滩中国市场。1988年至今，LD化妆品公司的多品牌策略的成功实施给我们很多的启发和思考。本文的目的就是研究LD化妆品公司多品牌策略的成功之处，给有志于品牌营销的国内企业，特别是化妆品企业提供多品牌策略的借鉴。 本文第一部分是引言，介绍了本文的写作背景和研究的方法和意义。第二部分对我国化妆品行业的一些基本情况做了概述。第三部分介绍了多品牌策略产生的背景。第四部分对多品牌策略决策模型进行了相关研究。最后结合实际，对LD化妆品公司多品牌策略进行了实证研究。 关键词：化妆品；多品牌；营销 Abstract Since reform and opening, as Chinas rapid economic and social development, Chinas cosmetics market also will continue development of the huge development potential, the many international well-known cosmetic brands have to seize the Chinese market. Since 1988, LD cosmetics company the successful implementation of multi-brand strategy gives us a lot of inspiration and reflection. The purpose of this paper is to study multi-brand strategy LD cosmetics companys success, for those interested in the brand marketing of domestic enterprises, particularly enterprises with multi-brand strategy cosmetics reference. The first part is the introduction, describes the background of writing this article and research methods and significance. The second part of the cosmetics industry in China has done some basic overview. The third section describes the background of multi-brand strategy. The fourth part of the decision-making model of multi-brand strategy research carried out. Finally, the real, multi-brand cosmetics company on the LD empirical research strategy. Keywords: Cosmetics; multi-brand; Marketing 目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc262737798 1引言  PAGEREF _Toc262737798 \h 2  HYPERLINK \l _Toc262737799 1.1问题的提出与研究意义  PAGEREF _Toc262737799 \h 2  HYPERLINK \l _Toc262737800 1.2本文研究的目的和研究内容  PAGEREF _Toc262737800 \h 2  HYPERLINK \l _Toc262737801 2我国化妆品行业的概述  PAGEREF _Toc262737801 \h 3  HYPERLINK \l _Toc262737802 2.1化妆品定义、分类及化妆品市场总体情况  PAGEREF _Toc262737802 \h 3  HYPERLINK \l _Toc262737803 2.2中国化妆品市场品牌现状  PAGEREF _Toc262737803 \h 4  HYPERLINK \l _Toc262737804 3多品牌策略产生的背景  PAGEREF _Toc262737804 \h 5