佰草集国际市场营销战略分析.docVIP

PAGE 10 佰草集国际市场营销战略分析 摘 要 佰草集公司是上海家化公司的全资子公司，1998年创立的佰草集品牌至今，在民族化妆品品牌当中是发展非常良好的品牌之一。佰草集先后销往欧洲和香港，虽然在欧洲化妆品市场和香港化妆品市场上稳住了脚跟，但是就走向品牌国际市场而言，道路还是比较坎坷的。因此，本文结合了国际市场营销的相关知识，对佰草集跨国文化的营销战略进行分析。首先，分析佰草集的品牌走向国际市场的过程中遇到的问题以及采取了哪些战略。其次，企业的市场竞争日趋激烈，企业之间的竞争已经在更高的阶段了，从产品竞争逐渐转变为品牌竞争。在国际市场上树立品牌，对于企业的利益增长和长远发展具有重要意义。最后，化妆品是国民经济一个不可或缺的组成部分，我国需要创造出一个可以与国外知名护肤品牌相媲美的国际市场化妆品品牌，这将有利于我国品牌真正立足于国际市场，提升我国的产业竞争力以及国际市场地位。 关键词：品牌国际市场化；化妆品；佰草集；品牌战略 ABSTRACT Baicaoji Company is a wholly-owned subsidiary of Shanghai Jiahua Company. The Baicaoji brand founded in 1998 is one of the well-developed brands among the national cosmetics brands. Baicao Collection has been sold to Europe and Hong Kong successively. Although it has a firm foothold in the European cosmetics market and Hong Kong cosmetics market, the road to the brand international market is still rather bumpy. Therefore, this paper combines the relevant knowledge of international marketing to analyze the marketing strategy of Baicaojis transnational culture. Firstly, it analyses the problems encountered in the process of Baicaojis brand entering the international market and what strategies it has adopted. Secondly, the market competition of enterprises is becoming more and more fierce, and the competition among enterprises has been in a higher stage, gradually changing from product competition to brand competition. Establishing a brand in the international market is of great significance to the growth of enterprisesinterests and long-term development.Finally, cosmetics is an indispensable part of the national economy. China needs to create an international market-oriented cosmetics brand that can be comparable to well-known foreign skin care brands. This will help our brands to truly base themselves on the international market and enhance our industrial competitiveness and international market position Keywords：Brand Internationalization; Cosmetics; Baicao Collection; Brand Strategy 1前 言 全球经济发展迅速，急剧扩大了日用品消费市场的份额，品牌的影响力在日化行业领域尤为突出。随着经济不断的进步，