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资生堂公司在华市场营销策略研究;国际经济与贸易;张而驰;2013年.doc


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资生堂公司在华市场营销策略研究;国际经济与贸易;张而驰;2013年.doc
文档介绍:
资生堂公司在华市场营销策略研究

┊ 国际经济与贸易专业 张而驰(099114103)指导教师 包遵之 副教授


┊ 摘 要



┊ 随着中国人消费水平的升级,化妆品行业发展也已经进入新的里程,呈现出良好

┊ 的发展势头。2012年化妆品市场的销售额同比增长17%,这种增长幅度显然大于经济

┊ 速度,这意味着,在全世界范围内中国已成为一个美容大国,中国的化妆品市场还有

┊ 巨大的市场开发潜力。巨大的中国化妆品市场引来了众多国际化妆品巨头。资生堂、


┊ 宝洁、联合利华、欧莱雅等各个名牌化妆品公司竞相追逐着这块高利润市场。这些跨

订 国化妆企业的成功营销是值得我们认真研究与学****的,分析它们的成功经验会对我国

┊ 民族化妆品产业提供很好的借鉴,会极大推动和促进我国民族化妆品产业的发展。

┊ 本文运用市场营销理论,对资生堂在华市场营销策略进行分析。文章首先介绍资

线
┊ 生堂公司及其在华发展历程,并结合中国化妆品市场现状进行阐述;其次,运用PEST

┊ 和SWOT分析等方法,从宏观、微观角度全面分析资生堂在华的营销环境;再次,运用

┊ 4P理论分析资生堂在华营销策略;最后总结得出资生堂在华营销策略对我国本土企业


┊ 发展的启示。





关键词:资生堂;化妆品;市场营销;分析;策略











Abstract

With the upgrade of Chinese people's consumption level, cosmetics industry has

reached a new milestone, showing a good momentum of development. In 2012, the sales of
cosmetics market with year-on-year growth rose 17%, which is clearly greater than the

economic growth rate. It means that China has become a beauty power within the scope of

world and there is a huge market development potential for China's cosmetics market. The
装 huge Chinese cosmetics market has attracted many international cosmetics giants. Shiseido,

Procter & Gamble, Unilever, L'Oreal and other brand-name cosmetics companies are
pursuing this piece of high-margin market. The marketing successes of these multinational

cosmetics business are worthy of our careful study and learning. By analyzing their
订 successful experiences, it will provide a good reference to China's national cosmetics

industry and will greatly facilitate and promote the development of China's national
cosmetics industry.

In this paper, marketing theory is used to analyze the marketing strategy of Shiseido in
线
China market. The article first introduces Shiseido Company and its development course in
China, elaborating by combining with China's cosmetics market situation; Secondly,

through the use of PEST and SWOT analysis methods, Shisei
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