华北水利水电学院毕业论文---碧修堂化妆品亚洲市场推广方案策划

华北水利水电学院毕业论文I碧修堂化妆品亚洲市场推广方案策划摘要：随着生活水平的不断提高,人们对化妆品的需求越来越强烈，特别是年轻女性。化妆品市场的竞争日趋激烈，市场细分日益细化。相比于资生堂、兰蔻、香奈儿等知名品牌，中小企业只能在夹缝中求得一线生机。在竞争如此激烈的化妆品市场中，像碧修堂这样的中小型企业想要在市场中赢得一席之地，就必须认真研究化妆品市场的现状，预测其变化，掌握其动态，制定正确的营销策略，更好的满足消费者的需求。碧修堂，日化行业中一颗璀璨新星，源自法国科美集团，以“修复”理念为主导的精准市场定位，让碧修堂品牌在2009年异军突起，致力打造为中国日化行业“修复”第一品牌。本文主要分析以中国、日本等为代表的亚洲化妆品市场的基本概况，对碧修堂的目标市场和市场定位加以分析研究，运用SWOT工具分析碧修堂当前所处的竞争市场，寻找碧修堂的市场前景。分析了碧修堂的营销要素，围绕企业效益最大化的目标，从企业可提供的产品与价格着手扩大企业与消费者的对应面；结合渠道与促销推力，拉近消费者与企业产品之间距离，制定相应的营销策略，从而解决企业面临的营销问题。把碧修堂打造成为中国领航品牌，使其顺利进入亚洲市场。关键词：亚洲市场,碧修堂化妆品,推广策划华北水利水电学院毕业论文IIBIOXUTAGCosmeticsAsianMarketPromotionPlanAbstract:WithPeople'slivingstandardimproving,theirneedincosmeticsbecomesmoreandmoreintensely,especiallyfortheyoungwomen.Competitionincosmeticsmarketbecomesincreasinglyfierce,marketsegmentsisincreasinglyrefined.ComparedtoShiseido,Lancome,Chanelandotherfamousbrands,smallandmedium-sizedenterprisescanonlysurviveinsqueezedbysilverlining.Ifsmallandmedium-sizedenterpriseslikeBioxutagwanttowinaplaceinthecompetitivecosmeticsmarket,theymuststudythesituationofcosmeticsmarketcarefully,predicateitschanges,masterthedynamics,formulatecorrectmarketingstrategiesandmeettheneedsoftheconsumersbetterly.Bioxutag,ashiningstarindailychemicalindustry,fromFrenchKeMeiGroup,whosedominantmarketpositionis“fix’’,whichletBioxutagbrandbecomeanewforcein2009,iscommittedtobuildingthefirstbrandinChinesechemicalindustry'sdomainof“fix.ThispapermainlyanalysisthebasicsituationsofAsiancosmeticsmarketsespeciallyChinaandJapan.AnalysisandresearchthetargetmarketandmarketpositionofBioxutag,useSWOTtoolstoanalyzethecurrentcompetitivemarketwhichBioxutagbein.LookingforBioxutag'smarketprospects.Analyzesthemarketingfactors,focusonthegoalsofself-benefitmaximization,expandthecontactfacebetweenconsumersandenterprises;combinethepushpowerofPlaceandPromotion,toclosethedistanceofproductsandconsumers;takebothsidesastheoreticalbase,toformulaterelevantmarketingstrategies,thustoresolvethemarketingproblemsthatcompaniesface.Creat,Bioxutag,asChina'sleadingbrandandletitenterAsianmarketsuccessfully.Keywords:Asianmarket,Bioxutag,Promotionplanning目录摘要........................................................................IAbstract....................................................................II1执行摘要.................................................................12.1亚洲市场现状.......................................................22.1.1中国化妆品市场现状.............................................22.1.2日本化妆品市场现状.............................................32.1.3韩国化妆品市场现状.............................................42.1.4南亚化妆品市场现状............................................42.2企业形象分析.......................................................52.2.1企业规模.......................................................52.2.2企业文化.......................................................62.2.3企业宗旨.......................................................62.3行业竞争分析.......................................................72.3.1高档品牌.......................................................72.3.2中低档品牌.....................................................84.1目标市场..........................................................104.2市场定位..........................................................105碧修堂亚洲市场推广策略..................................................125.1产品策略..........................................................125.1.1中国市场的产品策略............................................125.1.2日本市场的产品策略............................................135.1.3韩国市场的产品策略............................................135.1.4南亚市场的产品策略............................................135.2价格策略..........................................................135.2.1高档品提升形象................................................135.2.2中低档适中定价................................................145.3渠道策略..........................................................145.3.1碧修堂在中国的渠道策略........................................155.3.2碧修堂在日韩的渠道策略........................................155.3.3碧修堂在印度的渠道策略........................................165.4促销策略..........................................................165.4.1广告策略......................................................165.4.2营业推广......................................................175.4.3公关策略......................................................186预算与控制..............................................................196.1预算..............................................................196.2控制..............................................................196.2.1人员控制......................................................206.2.2质量控制......................................................20致谢.....................................................................21参考文献...................................................................22附录.......................................................................23附录1：英文原文.........................................................23附录2：中文译文.........................................................26华北水利水电学院毕业论文11执行摘要化妆品，是指“以涂擦、喷洒或者其他类似的方法