化妆品品牌建设中的公关策略研究

论文编号:WHCY012 论文字数:13547,页数:18 附任务书,开题报告,外文翻译,文献综述

摘要：化妆品行业已经进入品牌时代。国内化妆品市场发展前景良好，但外资品牌占据主导地位，本土民族优秀品牌处于崛起阶段，但却不断演绎“被收购”狂潮。可见，化妆品品牌建设的重要。品牌建设的关键在于与消费者建立深度的联系和沟通；而公关就是推动品牌进入消费者心智。化妆品品牌公关策略目前较常用的形式十分有限，集中在新品推介会/新闻发布会、展览会、文化/公益赞助、危机公关等方面；化妆品品牌主在公关策略方面容易“人云亦云”，公关策略没有被充分挖掘。文章重点从三个角度来提炼化妆品品牌公关策略的创新点：首先，品牌主与消费者的直接沟通——建立消费者数据库；其次，公关策略中最重要的“第三方力量”——媒介，品牌通过媒介与消费者间接沟通，重点阐述品牌应该如何吸引媒体注意和报道，制造新闻和事件，以通过媒介建立一个有效的公共宣传；再次，CSR推进活动——企业社会责任。从中得到本土化妆品品牌建设可借鉴的创新公关策略。
 关键词：化妆品；品牌建设；公关策略

THE RESEARCH OF PUBLIC RELATIONS STRATEGY IN COSMETICS BRAND BUILDING
 Abstract ：Cosmetics industry has entered an age of brand. The prospects for the domestic cosmetics market is very good, but foreign brands dominate ,the excellent brands of local nation are rising, but it continued to perform “taken over” frenzy,Which shows an important of cosmetic brand building. The key of brand building is to establish the depth of connection and communication with consumer, and public relations is the tool to promote the brand into the consumers mind. Cosmetics brand public relations strategy is now widely used in the form of very limited, concentrated in the New Presentation / press conferences, exhibitions, cultural / public sponsorship, public relations and other aspects of the crisis. The public relations strategy of cosmetics brand is easy to master, like a”parrot”. Public relations strategy has not been fully tapped. This article focuses on three aspects to extract from the cosmetics brand innovation public relations strategy. First of all, It is the direct communication between brand owners and consumers,through the establishment of a database for consumers. Second, it is the most important public relations strategy, “third-party power” - the media. Brand communicate with consumer indirectly with media.This part focuses on how brand should attract media attention and coverage, manufacture news and events, to create an effective public information through the media.Thirdly, Promoting CSR Activities—Corporate Social Responsibility，Then we can learn some innovative public relations strategies about our local cosmetics brand building.
 Key Words ：Cosmetics；Brand Building；PR Strategy
 
 
  

目录
绪论      …………………………………………………………………………………1
国内市场化妆品品牌的发展格局……………………………………………………2
中国化妆品市场发展前景看好……………………………………………………2
外资品牌占据主导地位……………………………………………………………2
优秀民族品牌兴起与并购此起彼伏………………………………………………3
化妆品行业外部生存环境…………………………………………………………3
科研——投入太少…………………………………………………………………3
政策——缺少配对支持……………………………………………………………3
法规——行业信任缺失……………………………………………………………3
化妆品品牌建设中的公关价值分析…………………………………………………3
化妆品品牌建设的核心思想………………………………………………………3
品牌建设的含义……………………………………………………………………3
品牌价值的本质在于与消费者建立深度联系……………………………………4
化妆品品牌建设中的公关策略形式及价值分析…………………………………4
公关与公关策略的含义及功能……………………………………………………4
现今化妆品品牌公关策略形式及存在的问题……………………………………4
化妆品品牌公关价值分析…………………………………………………………5
化妆品品牌公关策略创新……………………………………………………………6
品牌与消费者直接沟通……………………………………………………………6
   1、建立消费者数据库（DM、EDM、E—FAX、SMS等）………………………………6
第三方的力量——媒介关系………………………………………………………7
缓慢积累……………………………………………………………………………8
捕捉潜在的好概念——建立一个新品类和新品牌名称…………………………8
创办人是最好的代言人——个人公关……………………………………………9
事件、新闻…………………………………………………………………………10
CSR推进活动——企业社会责任…………………………………………………10
总结  …………………………………………………………………………………11
致谢     …………………………………………………………………………………12
参考文献 …………………………………………………………………………………13
附录     …………………………………………………………………………………15