雅诗兰黛市场竞争力与营销模式的探究.docVIP

本科生毕业论文 雅诗兰黛市场竞争力与营销模式的探究 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT III 摘要 目前来看中国的经济发展速度迅猛，整个中国就是一个巨大的消费市场，国外各类商品开始涌入到中国市场中，这就呈现出了我国目前的竞争十分的激烈，从现实的角度上来看，化妆品已经是每一个人生活不可缺少的，因为就可以看出我们在生活中都是消费者。中国市场已经成为雅诗兰黛第二大市场，整体规模在不断的扩大，并且雅诗兰黛旗下超过17个品牌进入到中国市场，而且都获得了消费者的青睐，目前雅诗兰黛中国市场已经仅仅次于英国市场，过去十年多年的时间内，雅诗兰黛在中国的市场份额增长了300%，因此可以看出雅诗兰黛在中国的市场发展良好，本文以雅诗兰黛为实例进行市场竞争力和营销模式的分析，并且针对其发展中存在的问题，提出了相关的建议。 关键词：雅诗兰黛；市场竞争力；营销模式 Abstract Now the speed of Chinas rapid economic development，the whole China is a huge consumer market，all kinds of foreign goods flooded into the Chinese market，which shows Chinas current competition is very intense，from a practical point of view，cosmetics has is the indispensable life of each individual，because you can see in life we are consumers. The Chinese market has become the second largest market overall IELTS Lauder，continued to expand in size，and IELTS Lauders more than 17 brands to enter the Chinese market，but also won the favor of consumers，the Chinese market has IELTS Lauder only after the British market，over the past ten years of time，the IELTS Lauder in the Chinese market share increased 300%，it can be seen that the IELTS Lauder in the Chinese market development is good，the IELTS Lauder for example analysis of market competitiveness and marketing mode，and the problems existing in the development，and put forward relevant suggestions. Keywords: IELTS Lauder ；Market competitiveness ；Marketing mode 目录 TOC \o 1-3 \h \u HYPERLINK \l _Toc28914 1 雅诗兰黛发展现状 PAGEREF _Toc28914 1 HYPERLINK \l _Toc19315 1.1 雅诗兰黛的发展历程 PAGEREF _Toc19315 1 HYPERLINK \l _Toc14449 1.2 雅诗兰黛中国发展状况 PAGEREF _Toc14449 1 HYPERLINK \l _Toc2984 2 雅诗兰黛市场营销因素和模式 PAGEREF _Toc2984 2 HYPERLINK \l _Toc21604 2.1 消费者行为的影响因素 PAGEREF _Toc21604 2 HYPERLINK \l _Toc16443 2.1.1 个人因素 PAGEREF _Toc16443 2 HYPERLINK \l _Toc17155 2.1.2 社会因素 PAGEREF _Toc17155 2 HYPERLINK \l _Toc24179 2.1.3 经济因素 PAGEREF _Toc2