我国化妆品行业的品牌战略分析.docVIP

景德镇陶瓷学院 科技艺术学院本科生学年论文（设计） 题目：我国化妆品行业的品牌战略分析 学　　号： 201130334144 姓　　名：　　　蓝文芳　 院 （系）： 科技艺术学院法商系 专　　业：　 电子商务　 指导老师： 段金华　　 完成日期： 2014年4月27号 目录 摘要 1 1、我国化妆品行业现行的品牌战略分析 1 1.1确立品牌经营宏观战略方向 1 1.2进行品牌的战略分析 2 1.3设计品牌识别系统 3 1.4品牌市场定位与长期目标建立 4 1.5战略任务的有效分解 4 2、我国化妆品行业的品牌现状及所面临的问题 4 2.1我国化妆品行业的品牌数量及现状分析 4 2.2我国化妆品行业的前景分析 5 2.3我国化妆品行业所面临的品牌危机 5 3、 国外成功的品牌战略经验对我国化妆品行业的启示 6 3.1一类产品多品牌战略 6 3.2国际品牌本土化 6 3.3多品牌覆盖更大的市场份额 6 3.4品牌兼并扩人市场 6 4、结束语 7 参考文献 7 我国化妆品行业的品牌战略分析 摘要：改革开放以来,中国的化妆品企业得到了飞速的发展,很多本土的民族化妆品企业如雨后春笋般地建立和成长起来,曾几何时,在中国市场上出现了众多我们耳闻目祥和引以为豪的民族品牌,但在近些年来,随着国外日化巨头进入中国,国内的化妆品市场日益国际化,竞争愈发激烈,这些优秀的本土品牌不是被外资收购后穴藏,就是由于自身的经营不善,逐渐地退出了公众视线。目前,中国本土的很多化妆品企业和品牌在国际日化巨头的重重打压下,正处在了生死牧关的时刻,那么,他们该怎么做才能突出重围,从而避免被蚕食和消亡的命运呢?笔者认为有效的实施品牌战略并学习国外成功的品牌战略将能帮助国内的化妆品企业克服困难,抓住机遇,不断地发展和壮大自己。 关键字：化妆品 品牌战略 Abstract: Since the reform and opening up, Chinas cosmetics business has been rapid development, many local ethnic cosmetics companies to establish and grow up mushroomed, Once upon a time, there have been numerous projects we heard proud and peaceful nation in the Chinese market brand, but in recent years, with foreign cosmetic giants to enter China, the domestic cosmetics market is increasingly international, increasingly fierce competition, these outstanding local brands instead of being hidden cave after foreign acquisitions, is itself due to poor management, gradually withdrew from the public eye. Currently, many local Chinese companies and brands of cosmetics under heavy pressure in the International Day of the giants, is in a life and death Pastoral moment, then how can they do to Win, thus avoiding being eaten and the demise of destiny? I believe that effective implementation of brand strategy and the success of a lot of trouble learning foreign brand strategy will help the domestic cosmetics companies to overcome difficulties, seize the opportunity to continue to develop and grow their own. Keywords: cosmetics brand st