日本资生堂集团在华市场营销策略分析

发布时间：2017-12-27 17:43

本文关键词：日本资生堂集团在华市场营销策略分析　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：自2001年中国加入WTO(世界贸易组织)后日化行业得到迅猛发展。目前从日化市场的市场容量上看,我国的销售总量为世界第二,仅次于美国。但是,基于目前中国人均消费量远低于欧美等发达国家的现状,中国目前也是世界上最具发展潜力的日化消费市场。在这样的情形下,众多国际化妆品行业的巨头决心深耕中国市场,使其成为企业海外增长战略中的重要一环。在以欧莱雅、宝洁集团为代表的欧美系日化企业独步全球的背景下,最能引起我们注意的就是在亚洲市场突出重围,在欧美市场稳步增长的日本资生堂集团。日本资生堂集团在中国市场如何通过符合中国市场环境的营销策略,实现复合增长率大体上两位数的成长为中国日化企业带来了深刻的借鉴意义。与此同时,随着中国市场消费环境和消费者消费观念的转变,中国化妆品市场愈发成为一个机遇与挑战并存的市场。日本资生堂集团如何迎合中国市场消费环境和消费者观念的变化随之做出市场营销策略的调整也是一个很有讨论价值的议题。本文采用理论数据相结合的方法,结合理论线,实证线和经验线的研究思路,在文章开始部分对日本资生堂集团的全球化发展概况以及其在中国市场的发展历程进行了详略得当地介绍。接着通过对资生堂集团2005-2016年10年的财报分析,得出资生堂集团在华业绩状况整体上属于稳步增长的态势,但是个别年份由于中日关系恶化的政治因素有所下降的结论。紧接着通过资生堂集团在华发展内部竞争条件和外部竞争环境的分析,挖掘资生堂在华市场营销环境中的优势、劣势、机遇和挑战。在文章的主体部分,作者主要通过4PS理论分析资生堂集团在华市场营销中通过产品策略、渠道策略、促销策略和定价策略的具体措施为其在华进行产品销售、市场增长上具体带来的贡献。最后,本文在探究日本资生堂集团的营销策略为其带来业绩增长贡献的同时也看到了在变化的市场营销环境下资生堂集团现有营销活动中不够与时俱进并可能为企业带来潜在风险的地方。比如,在产品策略上,本土化策略的实施同时会失去产品原产地效应为品牌带来的溢价效应。在渠道策略上,线上渠道下沉的力度不够会为企业带来二三线新兴市场的失利。在促销策略上,形式上的单一会使新兴消费群体失去对产品和品牌的关注度。在价格策略上,缺乏市场化的定价不能为其在具体的市场环境下谋求利润的最大化。因此,作者根据资生堂集团目前在市场营销策略上的不足分别在产品策略、渠道策略、促销策略和价格策略上提出了几点发展建议,使得资生堂集团能够参照消费环境的变化做出符合中国市场的营销策略上的调整,继续保持当前在中国市场上的领先优势。与此同时,资生堂集团在中国市场能够总体上保持稳步增长的态势,其市场营销策略上的成功对于中国国内日化企业而言无论是在是本土市场还是海外市场的发展都具有极大的参考意义,因此在本文的最后一个章节,作者又从启示的角度系统地为中国化妆品企业带来产品策略、渠道策略、促销策略和价格策略的发展建议,使其学习资生堂集团在华营销策略中成功的经验规避其在华发展中的问题。
[Abstract]:Since China joined the WTO (World Trade Organization) in 2001, the daily chemical industry has developed rapidly. At present, from the market capacity of the daily chemical market, the total sales of our country is second in the world, second only to the United States. However, based on the current situation that the per capita consumption of China is far below the developed countries such as Europe and America, China is also the world's most potential daily consumption market. In this case, the giants of the international cosmetics industry are determined to plough the Chinese market and make it an important part of the enterprise's overseas growth strategy. In Europe and the United States Department of enterprises as L'OREAL, Procter & Gamble group as the representative of the step in the global context, can cause the most of our attention is in the Asian market tight encirclement, steady growth in the European market of Japan's Shiseido group. How does the Japanese Shiseido group achieve the two digit growth of the compound growth rate in the Chinese market through the marketing strategy that accords with the Chinese market environment? It brings a profound reference for Chinese daily chemical enterprises. At the same time, with the change of Chinese market consumption environment and consumer consumption concept, the Chinese cosmetic market has become a market with both opportunities and challenges. How to adapt to the changes of Chinese market consumption environment and consumer perceptions, and make adjustment of marketing strategy is also a very valuable topic of discussion for Shiseido group. Based on the combination of theoretical data and research thread of theoretical line, empirical line and experience line, this paper introduces the development of Shiseido group in Japan and its development in China market. Then through the analysis of the Shiseido group 2005-2016 10 years of earnings, the Shiseido group belongs to the steady growth in the overall situation of China results, but individual years due to political factors in the deterioration of Sino Japanese relations has declined the conclusion. Then, we will analyze the strengths, weaknesses, opportunities and challenges of Shiseido in China's marketing environment by analyzing the internal competitive conditions and external competitive environment of Shiseido group in China. In the main part of the article, the author mainly analyzes the specific contribution of Shiseido group in China's marketing, including product strategy, channel strategy, promotion strategy and pricing strategy, through the 4PS theory, for its product sales and market growth in China. Finally, this paper explores the contribution of Shiseido group's marketing strategy to its performance growth. Meanwhile, it also sees that under the changing marketing environment, Shiseido group's existing marketing activities are not enough to keep pace with the times and may bring potential risks for enterprises. For example, in the product strategy, the implementation of localization strategy will also lose the premium effect of the product origin effect to the brand. In the channel strategy, the strength of the online channel sinking will not cause the failure of the two or three line emerging markets. In the promotion strategy, the form of a single moment makes the emerging consumer groups lose attention to products and brands. In the price strategy, the lack of market - oriented pricing can not maximize the profit in the specific market environment. Therefore, according to the current lack of Shiseido group in the market marketing strategy respectively in product strategy, channel strategy, promotion strategy and price strategy and puts forward some proposals for the development of change makes the Shiseido group can refer to the consumption environment to meet the Chinese market marketing strategy adjustment, continue to lead the market in China the. At the same time, Shiseido group is able to maintain a steady growth in the overall market Chinese, its marketing strategy success for China domestic enterprises both in is it has a great reference significance for the development of the domestic market and overseas market, so in the last chapter of this paper, the author systematically from the enlightenment for China cosmetics enterprise to bring suggestions for the development of product strategy, channel strategy, promotion strategy and pricing strategy, the Shiseido group in China to learn the successful experience in the marketing strategy to avoid the problems in its development in china.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.72

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