0527化妆品企业多品牌战略研究 正文

化妆品企业多品牌战略研究摘要改革开放以来，随着我国的经济社会的高速发展，我国化妆品市场也随之不断发展，在巨大的发展潜力下，众多国际知名化妆品品牌纷纷抢滩中国市场。1988年至今，LD化妆品公司的多品牌策略的成功实施给我们很多的启发和思考。本文的目的就是研究LD化妆品公司多品牌策略的成功之处，给有志于品牌营销的国内企业，特别是化妆品企业提供多品牌策略的借鉴。本文第一部分是引言，介绍了本文的写作背景和研究的方法和意义。第二部分对我国化妆品行业的一些基本情况做了概述。第三部分介绍了多品牌策略产生的背景。第四部分对多品牌策略决策模型进行了相关研究。最后结合实际，对LD化妆品公司多品牌策略进行了实证研究。关键词：化妆品；多品牌；营销AbstractSincereformandopening,asChina'srapideconomicandsocialdevelopment,China'scosmeticsmarketalsowillcontinuedevelopmentofthehugedevelopmentpotential,themanyinternationalwell-knowncosmeticbrandshavetoseizetheChinesemarket.Since1988,LDcosmeticscompanythesuccessfulimplementationofmulti-brandstrategygivesusalotofinspirationandreflection.Thepurposeofthispaperistostudymulti-brandstrategyLDcosmeticscompany'ssuccess,forthoseinterestedinthebrandmarketingofdomesticenterprises,particularlyenterpriseswithmulti-brandstrategycosmeticsreference.Thefirstpartistheintroduction,describesthebackgroundofwritingthisarticleandresearchmethodsandsignificance.ThesecondpartofthecosmeticsindustryinChinahasdonesomebasicoverview.Thethirdsectiondescribesthebackgroundofmulti-brandstrategy.Thefourthpartofthedecision-makingmodelofmulti-brandstrategyresearchcarriedout.Finally,thereal,multi-brandcosmeticscompanyontheLDempiricalresearchstrategy.Keywords:Cosmetics;multi-brand;Marketing目录1引言...............................................................................................................................................41.1问题的提出与研究意义.....................................................................................................41.2本文研究的目的和研究内容.............................................................................................42我国化妆品行业的概述................................................................................................................52.1化妆品定义、分类及化妆品市场总体情况.....................................................................52.2中国化妆品市场品牌现状.................................................................................................63多品牌策略产生的背景................................................................................................................73.1市场细分的需要................................................................................................................73.1.1市场细分..................................................................................................................73.1.2市场细分的方法......................................................................................................83.2企业竞争战略的需要.........................................................................................................83.3竞争品牌的来源.................................................................................................................83.3.1来自入侵者的品牌竞争..........................................................................................83.3.2行业内的品牌竞争..................................................................................................93.3.3来自替代品的品牌竞争..........................................................................................93.3.4来自供应商的品牌竞争..........................................................................................93.3.5来自客户的品牌竞争............................................................................................103.4开发利用多个品牌的好处...............................................................................................103.4.1消费者购买企业品牌组合中品牌商品的几率增加............................................103.4.2有助于进一步塑造品牌个性................................................................................103.4.3企业可以从多种规模优势中获利........................................................................114多品牌策略决策模型的相关研究..............................................................................................114.1品牌产品矩阵...................................................................................................................114.2多品牌层级.......................................................................................................................124.3多品牌组合.......................................................................................................................135LD化妆品公司多品牌策略实证研究.......................................................................................145.1LD化妆品公司品牌组合...............................................................................................145.2LD化妆品公司的多品牌渠道策略................................................................................155.2.1LD化妆品公司终端零售渠道选择以及品牌策略..............................................155.2.2LD化妆品公司多品牌渠道设计..........................................................................165.3多品牌的品牌传播策略...................................................................................................186结语.............................................................................................................................................19参考文献......................................................................................................................................