美加净的品牌策略研究.pdfVIP

美加净的品牌策略研究 摘 要 随着经济的飞速发展，国内的化妆品行业也在逐渐革命。上海家化是中国化妆品行 业的民族企业，其旗下的代表性老字号品牌——美加净诞生于 1962年，在 20 世纪 90 年代的时候其发展达到顶峰，成为当时中国化妆品的第一品牌。之后，基于一些原因， 美加净被庄臣的收购，但是没多久就庄臣被所雪藏，在人们为这一民族品牌就此消身匿 迹而扼腕叹息之时，美加净被上海家化回购，重新以民族品牌的身份走上化妆品舞台。 现今中国的化妆品市场竞争激烈，国内的半壁江山基本被外资、合资企业占据，美 加净，作为一个老字号化妆品民族品牌，虽然仍然具有一定的品牌认知，但是，要在激 烈的市场竞争中立足甚至要获得曾经的辉煌，还是需要从多方面因素进行考虑综合决 策。 关键词：化妆品，美加净，品牌 Abstract With the rapid development of economy, the domestic cosmetics industry is also gradually revolution. Shanghai Jahwa is China cosmetics industry, the national enterprise, its representative of time-honored brand -- Maxam was born in 1962, in twentieth Century whe 90 years of its development reached its peak, become the first brand of cosmetics was China. After that, for some reasons, Maxam was Johnson acquisition, but before long it Johnson was frozen, people for the national brand to eliminate body vestige and sadly sign when, Maxam is Shanghai Jahwa repurchase, to national brand identity on cosmetics stage. Today China cosmetics market competition is intense, the domestic half of the country by foreign capital, joint venture enterprises occupy, Maxam, as an old brand cosmetics brand, although still have a certai brand awareness, however, to stand i the fierce market competition and to obtain the once brilliant, still need to consider the comprehensive decisio factors. Keywords: cosmetics, Maxam, brand 目 录 前言 4 第一章 相关理论回顾 5 1.1 品牌 5 1.2 品牌营销 5 第二章 美加净的内部资源能力评估 6 2.1 资源能力 6 2.1.1 盈利能力 6 2.1.2 品牌影响力 7 2.2 美加净的品牌优 8 2.2.1 悠久的品牌历史 8 2.2.2 现代化的市场营销体系 9 2.2.3 先进的研发技术 9 2.3 美加净的品牌劣 10 2.3.1 品牌不统一 10 2.3.2 品牌定