欧莱雅论文答辩.ppt

On the Relationship Between Culture and Market Strategies by the Case of L’OREAL in Three Regions
从欧莱雅在三个国家的发展案例中研究文化与营销策略制定的关系
指导老师:许军
班级:10商英1班
答辩学生:邓颖茵
ABSTRACT
Along with the rapid progress of global economy, the increasing number of transitional corporations arises in modern society. L’OREAL is one of well-known transitional corporations in global market.
According to analyzing L’OREAL marketing plans in France, China and Dubai, we can find that knowing cultural diversity is important to make marketing plan. Besides, taking L’OREAL as an example, Chinese enterprises can enter into global market essfully.
Key words: transitional corporations; L’OREAL; cultural diversity; marketing plan
Outline
1. Introduction
2. The Importance of Multicultural Marketing to Transnational Corporation
The Impact of Culture on Marketing Strategy
Cultural Influence on Selected Aspects of Marketing Strategy
Rituals and Religions
Signs and Symbols
3. Analysis on L’OREAL Marketing Strategy According to Culture Diversity
Advertising and Public Relationship in Accordance with Signs and Symbols
Making Marketing Plan Base on Consumer Buying Behaviors in Accordance with Rituals and Religions
4. The Disadvantages of L’OREAL Marketing Strategies
Implications of L’OREAL to Chinese Enterprises Marketing Plan According to the Culture
Research Based on Customers in Local Market
munication
Social Responsibilities
Marketing Strategies Improvement
6. Conclusion
L’OREAL is one of typical transnational corporations in the world.
L’OREAL established its branches in China, America, Canada, Brazil, United Arab Emirates and other regions.
L’OREAL has its different branch brands .
The Impact of Culture on Marketing Strategy
Culture Diversity
Rituals and Religions
Signs and Symbols
Advertising and Public Relations in Accordance with Signs and Symbols
Public Relations
Consumer Buying Behaviors
The Disadvantages of L’OREAL Mark