毕业论文-佰草集的品牌营销策略.docVIP

PAGE 安阳师范学院人文管理学院本科毕业论文（设计） 安阳师范学院人文管理学院 本科毕业论文（设计） 学号： 佰草集的品牌营销策略 系 别 经济与管理学系 专 业 市场营销 班 级 0901 姓 名 指 导 教 师 2013年5月 8日 安阳师范学院人文管理学院本科毕业论文（设计） 摘 要 化妆品作为一种高附加值，品牌对其至关重要。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。佰草集是上海家化打造的“自然、平衡”为主旨，是中国第一套具有完整意义的中草药中高端系列护理产品。它运用新颖的包装设计和独特的销售渠道去打开市场，根据国内市场和国外市场不同的消费需求，制定不同的品牌销售策略。佰草集的创新，给消费者带来不一样的视觉冲击，品牌要有自己的感性和理性才能成为特色风格，才能在竞争激烈的化妆品行业站的一席之地，并树立了其清新、自然、健康的品牌形象。本文通过分析化妆品市场，并结合佰草集自身发展状况，得出佰草集品牌成功的原因。 关键词 ：化妆品，佰草集，品牌营销 Abstract Cosmetics as a high added value, brand is very important to it . 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. Herborist is built by shanghai jiahua, which the aim is nature and balance ,which is the first has a complete sense of the chinese herbal medicine high-end care products. It occupys with nevol package design and especial selling channel, according to chinese market and foreign market different consumer demand, drawing up another brand market strategy. Because of Herborist’s innovate giving consumer different visual impact, brands have their own emotional and rational to be characteristic, which can hold a tiny space in fierce cosmetics competition, and establish fresh, natural and health brang inage. Through the analysis of cosmetics market, combined with the development of Herborist, educed the reasons for the success of Herborist Brand. Keywords：Cosmetics, Herborist, Brand marketing 目 录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc356464722 一、 我国化妆品行业目前现状 PAGEREF _Toc356464722 \h 1 HYPERLINK \l _Toc356464723 二、佰草集的SWOT分析 PAGEREF _Toc356464723 \h 1 HYPERLINK \l _Toc356464724 （一）内部优势 PAGEREF _Toc356464724 \h 1 HYPERLI