化妆品行业外企营销策略研究.pdfVIP

题 目: 化妆品行业外企营销策略研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘要 爱美之心，人皆有之。随着我国社会经济的发展和人民生活水平的提高，人们对 美的追求表现得越来越强烈，对化妆品的消费能力也在不断增强。在中国 2001 年加 入 WTO之后，越来越多的外资化妆品企业涉足国内市场，使得竞争更加激烈。而跨国 企业在进入策略、竞争策略、营销模式、品牌形象的建立等方面有很多成功的经验， 值得国内企业学习与借鉴。 本文通过对中国化妆品市场中的代表企业，主要是一些知名的外资企业营销策略 的相关分析， 根据我国化妆品市场消费特点， 结合我国化妆品企业自身发展的实际情 况，从中提取有助于我国化妆品企业了解和学习跨国公司的战略与营销策略， 以期提 升本土化妆品企业未来的竞争力。 关键词 ： 化妆品行业 代表性外企 比较 营销策略 I Title The Marketing Strategy Research of Representative Foreign Company in CosmeticsI ndustry Abstract Everybody likes beauty. Along with the development of the Chinese economy and the improvement of people ’s life, the seeking of beauty of Chinese people has become stronger and stronger. Since China entered WTOin 2001, more and more foreign capital cosmetics enterprise stepped in the domestic market, making the competition increasingly .The multi-national firms have accumulated rich experience on Enters strategy, competition strategy, Marketing pattern, Brand image establishment .All these experience are worthus to learn and study. This article analyzes the marketing strategy of some cosmetics representativeenterprise, especially some well-known Foreign-funded company. According to the expense characteristic of our country, unifies the development of the actual situation. And try to gain the managementstrategy of the multinational corporation, which will promote the native cosmetics enterprise competitive power by the time. Keywords Cosme