欧莱雅集团中国营销策略的研究.docVIP

. .. 欧莱雅集团中国营销策略的研究 中文摘要 欧莱雅集团于1996年进入中国，目前已经发展成为年销售额达203亿元人民币的化妆品龙头企业，同时，欧莱雅意识到，就欧莱雅在中国的品牌结构而言，中高端市场欧莱雅都己经有相应的品牌占据相应的市场份额，要在中国谋求更大的市场份额，就必须拓展新的市场空间，因此，要取得更大的市场空间，就必须正视中国庞大的大众化妆品消费市场。 本文总结了中国化妆品市场的现状、特点以及挑战，分析了欧莱雅集团目前在中国的营销状况，探讨欧莱雅集团通过市场细分对旗下各品牌进行市场定位、多品牌策略、渠道策略、价格策略和品牌策略。最后对这些营销组合策略在中国市场的实施进行了阐述。 关键词：欧莱雅，发展状况，营销策略 .. LOreal Groups marketing strategy in China Abstract LOreal Group enter China in 1996 , has developed into cosmetics leading enterprises with annual sales of 20。3 billion yuan, while LOreal realized on the LOreal brand structure, the high-end market, LOreal has a corresponding brands occupy market share in China to seek greater market share, it is necessary to expand into new market space, therefore, to obtain a larger market space, we must face up to the huge mass cosmetics consumer market。 This paper summarizes the status, characteristics and challenges of Chinas cosmetics market, LOreal Group is the marketing situation in China, using Porters five forces model； also study the opportunities and threats of the LOreal Groups external environment and internal advantages and disadvantages, take the SWOT analysis method and in-depth analysis of the competitive situation of the LOreal Group, on this basis, to explore the market positioning of the LOreal Group by market fine copies of all brands, multi-brand strategy, channel strategy, pricing strategy and brand strategy。 The combination of these marketing strategies in the implementation of the Chinese market。 Key Words:LOreal；market segments；market positioning； marketing strategy .. 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc28161 第一章 引言 PAGEREF _Toc28161 - 1 - HYPERLINK \l _Toc26109 1.1 研究背景及意义 PAGEREF _Toc26109 - 1 - HYPERLINK \l _Toc13038 1.1.1研究背景 PAGEREF _Toc13038 - 1 - HYPERLINK \l _Toc16414 1.1.2研究意义 PAGEREF _Toc16414 - 1 - HYPERLINK \l _Toc17529 1.2 主要研究思路及方法 PAGEREF _Toc17529 - 2 - HYPERLINK \l _Toc23508 第二章 欧莱雅公司在中国的发展现状 PAGEREF _Toc23508 - 2 - HYP