F公司基于网络创建化妆品品牌策略研究
发布时间：2021-03-25 05:56
中国的化妆品行业,由于其门槛低、投资回报快的特点,经过近30年的发展,市场已经比较成熟。随着网络技术的发展以及网络营销商业模式的运用,化妆品行业从传统营销模式到电子商业模式转变已经成为趋势,越来越多的本土化妆品企业试图通过网络发展品牌战略,以此和国际知名品牌同台竞技。化妆品行业高端市场仍牢牢被知名大品牌所占据,并且这些品牌近年来也开始从传统领域向电子商务转变。对于新兴的化妆品公司来说,如何在互联网背景下发展公司产品品牌战略,将是公司能否生存壮大的核心因素。F公司成立于2007年,是一家专业销售化妆品的企业,想要在激烈的化妆品市场提升竞争力,扩大市场份额,建立自己的品牌是一个十分迫切的任务。F公司领导认为通过网络而不是传统渠道创建品牌会让此过程大为缩短。但是如何通过网络渠道创建化妆品品牌,在理论和实践上都有不同的看法和观点。本文结合基于客户的品牌资产理论,分析F公司通过网络创建品牌资产的过程,发现关键问题并提出解决方案,并期盼可以为其他基于互联网环境下创建品牌的公司提供决策参考。基于本文的探索和提升,F公司在其自有品牌发展过程中需要注意提升公司及品牌的知名度,提升客户的品牌忠诚度,明确不...
【文章来源】：广东外语外贸大学广东省
【文章页数】：70 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Part 1 Introduction
1.1 Research Background
1.2 Research Significance
1.3 The Research Content and Methods
Part 2 Literature Review
2.1 Customer based on brand equity theory
2.1.1 Brand Concept
2.1.2 Brand Equity Theory
2.1.3 The source of brand equity
2.1.4 The Tetralogy of Building a Strong Brand
2.1.5 The Evaluation to CBBE Model
2.2 Brand Imagery and Brand Positioning
2.2.1 Brand Imagery
2.2.2 Brand Positioning
2.3 Traditional Modern Marketing Theory
2.3.1 4P Theory
2.3.2 4C Theory
2.3.3 4R Theory
2.4 Porter’s Five forces model
Part 3 Case Description
3.1 The Brief Introduction of F Company
3.2 Development of Cosmetics and Network Marketing
3.2.1 Develop history of world cosmetic industry
3.2.2 Current condition of Chinese cosmetic market
3.2.3 The Current Condition of network Marketing
3.3 The Analysis of brand development of F Company （Based on CBBE model）
3.3.1 The low brand recognition of F Company
3.3.2 The low brand recognition of Luxqueena
3.3.3 The positioning of Pure Skin is not clear
3.3.4 Summary
Part 4 Case Analysis
4.1 Analysis of marketing environment of F Company
4.2 Analysis of cosmetic customers demand
4.2.1 External factor
4.2.2 Internal factor
4.3 Competition analysis
4.4 The analysis for non-effective establishment of brand equity of F Company
4.5 Summary
4.5.1 Brand awareness and recognition is weak
4.5.2 More brand marketing activities are needed
4.5.3 F Company should learn how to be a good "storyteller"
4.5.4 Brand loyalty should be well concerned
Part 5 Recommendation
5.1 To Create an impressive brand recognition, it is important to find a goodposition for the brand in the market
5.2 F Company needs to invest a lot of energy in to brand marketing activities.
5.3 Using the leverage effect of secondary brand association
5.4 Establishing an effective mechanism of customer feedback
Part 6 Insufficient and Discussion
REFERENCES
【参考文献】：
期刊论文
[1]中国化妆品行业竞争分析[J]. 王颖. 经营管理者. 2015(05)
[2]品牌理论研究综述[J]. 李静,王其荣,陈朝晖. 企业改革与管理. 2012(11)
[3]如何运用品牌权益模型创建自主品牌[J]. 何孝德. 商业时代. 2006(03)
[4]整合品牌 整合行业?[J]. 刘源远,邓波. 中外管理. 2004(04)
本文编号：3099159
【文章来源】：广东外语外贸大学广东省
【文章页数】：70 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Part 1 Introduction
1.1 Research Background
1.2 Research Significance
1.3 The Research Content and Methods
Part 2 Literature Review
2.1 Customer based on brand equity theory
2.1.1 Brand Concept
2.1.2 Brand Equity Theory
2.1.3 The source of brand equity
2.1.4 The Tetralogy of Building a Strong Brand
2.1.5 The Evaluation to CBBE Model
2.2 Brand Imagery and Brand Positioning
2.2.1 Brand Imagery
2.2.2 Brand Positioning
2.3 Traditional Modern Marketing Theory
2.3.1 4P Theory
2.3.2 4C Theory
2.3.3 4R Theory
2.4 Porter’s Five forces model
Part 3 Case Description
3.1 The Brief Introduction of F Company
3.2 Development of Cosmetics and Network Marketing
3.2.1 Develop history of world cosmetic industry
3.2.2 Current condition of Chinese cosmetic market
3.2.3 The Current Condition of network Marketing
3.3 The Analysis of brand development of F Company （Based on CBBE model）
3.3.1 The low brand recognition of F Company
3.3.2 The low brand recognition of Luxqueena
3.3.3 The positioning of Pure Skin is not clear
3.3.4 Summary
Part 4 Case Analysis
4.1 Analysis of marketing environment of F Company
4.2 Analysis of cosmetic customers demand
4.2.1 External factor
4.2.2 Internal factor
4.3 Competition analysis
4.4 The analysis for non-effective establishment of brand equity of F Company
4.5 Summary
4.5.1 Brand awareness and recognition is weak
4.5.2 More brand marketing activities are needed
4.5.3 F Company should learn how to be a good "storyteller"
4.5.4 Brand loyalty should be well concerned
Part 5 Recommendation
5.1 To Create an impressive brand recognition, it is important to find a goodposition for the brand in the market
5.2 F Company needs to invest a lot of energy in to brand marketing activities.
5.3 Using the leverage effect of secondary brand association
5.4 Establishing an effective mechanism of customer feedback
Part 6 Insufficient and Discussion
REFERENCES
【参考文献】：
期刊论文
[1]中国化妆品行业竞争分析[J]. 王颖. 经营管理者. 2015(05)
[2]品牌理论研究综述[J]. 李静,王其荣,陈朝晖. 企业改革与管理. 2012(11)
[3]如何运用品牌权益模型创建自主品牌[J]. 何孝德. 商业时代. 2006(03)
[4]整合品牌 整合行业?[J]. 刘源远,邓波. 中外管理. 2004(04)
本文编号：3099159
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