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我国化妆品产业的品牌战略研究

文档名称:我国化妆品产业的品牌战略研究
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文档名称:我国化妆品产业的品牌战略研究
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文档大小:2417KB
上传者:ll5988
添加时间:2019/05/14
内容摘要:
天津大学
硕士学位论文
我国化妆品产业的品牌战略研究
姓名:刘丹
申请学位级别:硕士
专业:工商管理
指导教师:和金生
20070501
中文摘要
我国是一个化妆品制造大国,却是一个知名品牌的小国。在过去的10年
间,随着大量外资化妆品企业的进入,带动了一大批本土企业,尤其是民营企
业的涌现。但本土品牌大部分在中低端产品线、大众日用消费品上徘徊发展,
他们拥有的最大优势是二三级市场的渠道。目前,全国化妆品生产企业有约
300余家,但是年销售额在5000万元以下的中小型化妆品企业就占了化收品
企业总数的九成。虽然本土品牌目前能够占有40%的国内销量,但是化妆品市
场80%的利润还是被外资品牌帯走了。销量带不来利润,是很多本土品牌面临
的河题,品牌缺乏可持续成长的支点。因此,正确分析评价我国化妆品品牌现
状,进而探讨合理的品牌发展战略是非常必要的
本文首先回顾了品牌战略的发展理论,并对我国当前化妆品市场特点、品
牌发展现状等进行了分析。其次运用对比、演绎的方法,阐述了我国化妆品本
土品牌与国际品牌之间的差距,揭示了我国本土品牌发展战略中存在的问题,
从而提出了制定系统的品牌发展战略的必要性。由于国内外理论界对于我国化
妆品本土品牌的研究还没有足够的关注,我国在化妆品品牌发展的过程中存在
着误区,故基于国内外现有的品牌战略理论和我国化妆品品牌发展的现状,创
新性地提出了适合当前我国化妆品本土品牌创建和发展的战略规划“五步法”,
可为我国化妆品本土企业建设有价值的强势品牌提供参考。
关键词:化妆品品牌战略·品牌资产价值品牌战略规划“五步法”
ABSTRACT
Nowadays in china, the market of cosmetics is growing with over 10% yearly
valued over 100 billion RMB with more than 30% profits, appealing most of the
international MNCS to join through it. Entering the 21st century after China joining in
WTO, opportunities and challenges here are exciting the investors all over the world
China,s domestic industry of cosmetic has grown to be the biggest manufacture
in the world, but with almost zero well-known brands. In the past 10 years, a large
number of foreign cosmetics enterprises entered this market, brought along a large
number of local enterprises, in particular, the emergence of private enterprises. But
almost all the local brands just participates competition in mid and low-tear
productions, mainly in 2 and 3 level domestic market. Currently, there are over
3000 local cosmetics enterprises, 90% of them can only earn below 50 million RMB
annual sales, they have about 60% market-share in domestics, but almost 80% of the
profits from this market have been obtaining by foreign enterprises. More market-
share but less profit, this is the biggest problem troubling local enterprises, they have
no brands making them with constant growth. Therefore, it's necessary to appraise
current local cosmetics enterprises, then to find out an efficient brand strategy for
the
em
In this article, several classic theories of brand strategy are viewed firstly, as well
as the analysis of actual status of domestic cosmetics market and local enterprises
Then the gap between local brands and worldwide brands is explained by the author,
using the methodology of contrast and interpretation, thus it's necessary to implement
systematic brand strategy in local cosmetics enterprises. Based on the actual status
meanwhile the theories, the author creates the"five-steps"to develop the brand
strategy for local cosmetics enterprises
Key words: Cosmetic, Brand Strategy, Brand Equity, Five-steps
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