论欧莱雅在中国市场营销策略的改善

论文编号:GM270  论文字数:9941,页数:17

摘   要

目前，化妆品行业已成为市场增长速度最快的行业之一，巨大的市场潜力吸引着众多国际知名化妆品公司进入中国市场，因此，国内化妆品市场竞争已愈演愈烈。
本文分析了欧莱雅公司在中国的发展状况，得出其成功之处在于完善的市场营销策略、大刀阔斧的并购、成功的金字塔品牌战略、有效的促销手段以及人才的国际化。尽管欧莱雅在中国取得了骄人的业绩，但随着竞争的不断加剧，以及营销环境的变化，欧莱雅也面临着来自各方面的挑战，主要体现在国际竞争对手多且日益强大，对中国二线市场的陌生，以及企业内部的劣势。为此，本文提出了具有针对性的解决方案：制定针对国际竞争对手的营销策略、全面进军二线市场以及加强企业内部改革。希望通过不断的努力巩固和提高欧莱雅的市场占有率，实现更大的成功。

【关键词】化妆品  欧莱雅（中国）  市场营销策略 

Abstract

These days cosmetic has been one of the fast developing market, with the tremendous potential market, multitudinous international famous makeup company have been attracted to enter into Chinese market. So, the competition in domestic makeup market has been developing severely.
Through analyzing the developing status of L’Oreal in China, its success relies on the perfect market promotion strategy: merging drastically after the entering in China, successful pyramid brand strategy, effective sales promotion and person with ability internationalization. Although L’Oreal had achieve remarkable performance, but with intensive competition and changed of market environment L’Oreal has to meet the serious challenge, such as, the international competitor which is numerous and become more powerful, the domestic Second-line market which is unacquainted, and the inner  disadvantages of the company. Therefore, the essay is worked at researching for the pointed resolve of these problems. Such as instituting the market promotion strategy which is aiming at the international competitors, marching into the domestic Second-line market roundly and strengthening the innovation of the inner company. Through unceasing hard workings it will consolidate and promote the market share to realize more achievement.

【Key Words】Cosmetic  L’Oreal(China)  Market Promotion Strategy

目   录

1 欧莱雅公司在中国的发展现状 .........................2
1．1  欧莱雅公司概况 .................................2
1．2  欧莱雅在中国的发展历程 .........................2
2  欧莱雅在中国的营销策略分析 ........................3
2．1 产品策略 ........................................3
2．2  渠道策略 .......................................5
2．3 价格策略.........................................6
2．4 促销策略 ........................................8
3  欧莱雅在中国市场面临的挑战 ........................9
3．1 国际竞争对手多且日益强大.........................9
3．2  陌生的国内二级市场 .............................10
3．3  企业内部的劣势 .................................11
4  欧莱雅如何进行改善 ................................11
4．1 制定针对国际竞争对手的营销策略 ..................12
4．2  全面进军二线市场 ...............................13
4．3 加强企业内部改善 ................................14
参考文献 .............................................16
致谢 .................................................17