资生堂公司在华市场营销策略研究.docx

资生堂公司在华市场营销策略研究 ┊ ┊ ┊ ┊ 摘 要 ┊ ┊ ┊ ┊ 随着中国人消费水平的升级，化妆品行业发展也已经进入新的里程，呈现出良好 ┊ ┊ 的发展势头。2012年化妆品市场的销售额同比增长17%，这种增长幅度显然大于经济 ┊ ┊ 速度，这意味着，在全世界范围内中国已成为一个美容大国，中国的化妆品市场还有 装 ┊ 巨大的市场开发潜力。巨大的中国化妆品市场引来了众多国际化妆品巨头。资生堂、 ┊ ┊ ┊ 宝洁、联合利华、欧莱雅等各个名牌化妆品公司竞相追逐着这块高利润市场。这些跨 ┊ 订 国化妆企业的成功营销是值得我们认真研究与学习的，分析它们的成功经验会对我国 ┊ ┊ 民族化妆品产业提供很好的借鉴，会极大推动和促进我国民族化妆品产业的发展。 ┊ ┊ 本文运用市场营销理论，对资生堂在华市场营销策略进行分析。文章首先介绍资 ┊ 线 ┊ 生堂公司及其在华发展历程，并结合中国化妆品市场现状进行阐述；其次,运用PEST ┊ ┊ 和SWOT分析等方法,从宏观、微观角度全面分析资生堂在华的营销环境；再次,运用 ┊ ┊ 4P理论分析资生堂在华营销策略；最后总结得出资生堂在华营销策略对我国本土企业 ┊ ┊ ┊ 发展的启示。 ┊ ┊ ┊ ┊ ┊ 关键词：资生堂；化妆品；市场营销；分析；策略 ┊ ┊ ┊ Abstract ┊ With the upgrade of Chinese peoples consumption level, cosmetics industry has ┊ reached a new milestone, showing a good momentum of development. In 2012, the sales of cosmetics market with year-on-year growth rose 17%, which is clearly greater than the ┊ economic growth rate. It means that China has become a beauty power within the scope of ┊ world and there is a huge market development potential for Chinas cosmetics market. The 装 huge Chinese cosmetics market has attracted many international cosmetics giants. Shiseido, ┊ Procter Gamble, Unilever, LOreal and other brand-name cosmetics companies are pursuing this piece of high-margin market. The marketing successes of these multinational ┊ cosmetics business are worthy of our careful study and learning. By analyzing their 订 successful experiences, it will provide a good reference to Chinas national cosmetics ┊ industry and will greatly facilitate and promote the development of Chinas national cosmetics industry. ┊ In this paper, marketing theory is used to analyze the marketing strategy of Shiseido in 线 China market. The article first introduces Shiseido Company and its development course in China, elaborating by combining with Chinas cosmetics market situation; Secondly, ┊ through the use of PEST and SWOT analysis methods, Shiseidos marketing environment in China is analyzed comprehensively from a macro and micro perspective; then, ┊ Shiseido’s marketing strate