品牌论文：本土化妆品企业的品牌战略研究.docVIP

品牌论文：本土化妆品企业的品牌战略研究 【中文摘要】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,随着宝洁,联合利华和欧莱雅等全球日化巨头进入中国,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,正处在了生死攸关的时刻,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?作者认为有效的实施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。品牌是公众对于组织及其产品的认识的总和,它是品质和牌子的结合体,品质为本,牌子为标。而品牌战略则是企业为了提高自身的市场竞争力,围绕着产品品牌所制定的一整套长期的全面发展规划和行动方案。品牌是本土化妆品企业的生命力,而品牌战略则是这些企业的核心竞争力,它能帮助我们这些企业确立鲜明的品牌定位,形成独特的品牌文化,构筑强大的品牌影响力,进而实现品牌快速成长和可持续发展,最终使得我们本土的化妆品企业能够在日益激烈的市场竞争环境中立足脚步,战胜对手,不断提升自我的竞争力和价值,真正打造出一些来自本土的世界知名品牌。上海家化是中国民族化妆品企业的一面旗帜,虽然其产品品牌在发展的过程中也经历过坎坷和波折,但由于其长期坚持不懈的进行品牌战略的探索,坚定不移地进行产品的品牌建设,最终使其在危急四伏的国内化妆品市场始终能屹立不倒,而其产品的品牌也在不断的发展和壮大。本文在前人研究的基础上,结合自身在化妆品行业近十年的工作经验和体会,通过对本土化妆品企业所面临的品牌危机及其根源的分析,以及上海家化在品牌战略方面一些成功经验的研究,为本土化妆品企业在品牌战略方面提出一些建议和启示。希望通过此文,能够让本土的化妆品企业真正认识到品牌和品牌战略的重要性,知道该如何有效实施品牌战略,从而实现企业的长期的可持续发展。 【英文摘要】Since the reform and opening up, China’s cosmetics enterprises have been growing rapidly, more and more local companies were established and growing up. Once upon a time, in the Chinese market, there have been many famous local brands that we were proud of, but in recent years, with the many global daily chemical giants entering to China, such as Procter Gamble, Unilever, L扥real and Johnson Johnson, the domestic market competition on cosmetics is becoming more and more furious and drastic. As a result, those excellent local brands were either hidden by foreign companies after the acquisition, or gradually withdrew from the public eye due to its poor management on the product brand. Currently, under the heavy competition and surrounding of foreign enterprises, many local Chinese cosmetics companies and brands are at a vital moment. Under this circumstance, what should they do to break through the surrounding to avoid the nibble and demise by international cosmetics enterprises? Author think that the effective implementation of brand strategy will help domestic enterprises to overcome the current