欧莱雅开拓中国市场的营销策略研究.DOC

摘要:随着全球经济环境进程的加快以及经济实力的快速崛起，中国已经成为全球最有活力的经济福地。由于国内消费水平的不断提高、巨大的市场潜力，引来了众多国际知名跨国公司纷纷来华投资。作为中国市场上最知名的跨国企业之一—欧莱雅（中国）有限公司，它凭借先进的营销方式、对中国消费者及市场的准确把握，以及提供卓而不凡的高品质产品，博得了中国消费者的青睐，在中国的业务突飞猛进，取得可喜的成绩。欧莱雅如何开拓中国市场如何取得营销的成功是本文要研究的问题。本文将从品牌、渠道、产品、广告、销售等方面进行研究，并分析所采取的营销策略存在的问题以及问题产生的原因，面对当今市场竞争激烈的情况下，欧莱雅提出最优的实施方案，以实现企业的可持续发展。

关键词: 化妆品、营销、策略

Abstract:With up-speed of joining in the globalization of economy and rising of economic power, China has become the most active and energetic economic area worldwide. Due to gradual increasing in inland purchasing power, great marketing’s potential and the bright future, China attracted a large number of internationally renowned companies to invest in China. Most of which have been successfully integrated into Chinese society. L’Oreal China, one of the most famous global multinational companies in China, as its international rivals, has become very popular in Chinese and achieved remarkable development, because it relies on advanced marketing methods and the accurate grasp of Chinese consumer and market, the famous and high-quality products. How L'Oreal to develop its business in China and how to achieve marketing success are the problems this paper to study. This paper is going to analyze L’Oreal China’s marketing strategy in terms of brand, channels, products mix, advertisement and sales, then to analyze the marketing strategies adopted by the problems and the causes. Finally to suggest : it is a way to fulfill the suitable development that looking for the new demand from customers and finding out the suitable cooperation pattern with the various parts in sales channels in China.

Key Words：Cosmetics，Marketing, Strategy

　　　由于全球经济环境进程的加快以及经济实力的快速崛起，中国已经成为全球最有活力的经济福地，国际各大品牌也聚集中国市场，争夺者中国市场的巨额利润。欧莱雅的销量虽然一直保持两位数的增长，但是面对宝洁这个强大的竞争对手来说还是逊色一些。为了与竞争对手争夺市场，欧莱雅因地制宜，也开始进军中国二级市场，采取新的营销战略。总之，欧莱雅开拓中国市场十分成功，它综合使用品牌、渠道、产品、广告、销售、促销本土化的营销策略，在激烈的国际竞争中取得优势，并克服内外的不利因素。