国际化妆品品牌建设经验分析

发布时间：2018-01-16 23:21

本文关键词：国际化妆品品牌建设经验分析　出处：《厦门大学》2008年硕士论文　论文类型：学位论文

【摘要】： 本论文的研究对象是《消费者品牌百科全书》(Encyclopedia of ConsumerBrands)(1994年版)第二卷中所收纳的18个在国际同类产品市场上处于领先地位的化妆品品牌。本论文对该书中的有关这些化妆品品牌的论述以及这些化妆品品牌各自网站的内容进行分析比较。本研究的目的在于对国际化妆品品牌的发展历程进行总结归纳,旨在整理归纳出这些化妆品品牌的特点(包括共性与个性)及其品牌建设道路的规律和特性,为我国化妆品品牌的建设和发展提供有价值的参考。本研究中所论述的化妆品品牌分别如下:雅芳(Avon)、Bain de Soleil、香奈儿(Chanel)、Chap Stick、Coppertone、封面女郎(CoverGirl)、雅诗兰黛(Estee Lauder)、Hawaiian Tropic、强生(Johnson's)、欧莱雅(L'Oreal)、蜜丝佛陀(Max Factor)、美宝莲(Maybelline)、露得清(Neutrogena)、妮维娅(Nivea)、Noxzema、玉兰油(Oil of Olay)、旁氏(Pond's)、露华浓(Revlon)。本论文分析表明,国际化妆品品牌的品牌建设显示出以下各点特征:(1)创立时间比较早;(2)源自发达国家或者从发达国家起步;(3)有特色的品牌标识建设:(4)品牌定位和目标市场定位明确;(5)有核心产品或核心竞争力并且关注产品创新;(6)重视广告投入,注重采用时尚、健康的女性作为品牌形象代言人;(7)注重运用其他有特色的市场营销手段;(8)分销渠道的选择为品牌定位和目标市场服务;(9)争取获得相关机构的认定或认可;(10)重视海外市场的拓展。
[Abstract]:The subject of this thesis is Encyclopedia of Consumer Brand (1994 edition). The 18 leading cosmetics brands in the international market of similar products are included in the second volume. This paper discusses these cosmetics brands in this book and the contents of their respective websites. The purpose of this study is to sum up the development of international cosmetics brands. The purpose is to sort out the characteristics of these cosmetics brands (including commonness and individuality) and the rules and characteristics of the brand construction road. It provides a valuable reference for the construction and development of cosmetics brands in China. The cosmetic brands discussed in this study are as follows: Avonne de Soleil. Chanel Chanel Chap Stickie Copperton, cover girl CoverGirln, Est茅e Lauder Estee Lauder). Hawaiian Tropic. Johnson, Johnsonsm, L'Oreal, Max Factor. Maybelline, Neutrogena, Nivea, Noxzema, Olay Oil. The Pondna of the Pondna and the Revlonn. The analysis of this paper shows that the brand construction of international cosmetics brand shows the following characteristics: 1) the time of establishment is earlier; Originating from or starting from developed countries; (3) the distinctive brand logo construction: 4) the brand positioning and the target market positioning are clear; Have core products or core competitiveness and focus on product innovation; Pay attention to advertising investment, pay attention to the adoption of fashion, healthy women as brand image spokesman; Pay attention to the use of other characteristic marketing means; Selection of distribution channels for brand positioning and target market services; To seek recognition or approval from the relevant institutions; Attach importance to the development of overseas markets.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F416.72

【引证文献】