雅漾在华营销策略对中国药妆品的启示
发布时间：2023-05-17 19:28
随着世界各国人们生活水平的提高,化妆品行业成为可选消费领域最大亮点之一。该行业的最新发展趋势是功能性化妆品成为行业近几年来最大风口之一,成分党、轻医美等大行其道,消费者从过去的被动接受品牌营销到今天主动参与产品选择。同时,随着人们对美丽的要求越来越高,传统意义上的化妆品已经不能完全满足人们的需求,越来越多的人不仅仅关注美丽,而且逐渐开始关注如何健康的美丽。药妆品又以其独特的安全性和非致敏性,逐渐受到消费者的青睐。药妆品是指介于化妆品与药品之间的,不添加任何对人体有害的护肤品。在中国,目前并没有对药妆品的界定,只在行业中运用此概念。2019年1月10日,国家药品监督局化妆品监管司发布《化妆品监督管理常见问题解答》,明确我国对于“药妆”,“医学护肤品”,“药妆品”概念的监管态度——即以化妆品名义注册或备案的产品,宣称“药妆”,“医学护肤品”等“药妆品”概念的,均属于违法行为(代若钰,2019)。从中国国内药妆品发展来看,未来3-5年内药妆品店必将在我国的大城市壮大,在中小型城市萌芽。对大多数企业而言,“药妆品”是一个全新的品类细分与渠道细分的门路,是一种存在的市场机遇。本文以药妆品牌雅漾为...
【文章页数】：86 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
1.1 Introduction
1.1.1 Research Background
1.1.2 Purpose and Significance
1.1.3 Structure and Methodology
1.2 Literature Review
1.2.1 Foreign Research
1.2.2 Domestic Research
Chapter Ⅱ Cosmeceuticals Market Development Status and Trend
2.1 Cosmeceuticals Related Concepts
2.1.1 Definition of Cosmeceuticals
2.1.2 Differences Between Cosmeceuticals and Ordinary Cosmetics
2.1.3 Functions of Cosmeceuticals
2.2 Development Status and Trend of Global Cosmeceuticals
2.2.1 Development Status of Global Cosmeceuticals
2.2.2 Development Trend of Global Cosmeceuticals
2.3 Development Status and Trend of Cosmeceuticals in China
2.3.1 Development Status of Cosmeceuticals in China
2.3.2 Development Trend of Cosmeceuticals in China
2.4 Development Status and Trend of Avène
2.4.1 Brief Introduction of Avène
2.4.2 Development Status and Trend of Avène in China
Chapter Ⅲ SWOT Analysis of Avène
3.1 Strengths
3.1.1 Geographical Advantage and Advanced Production Base
3.1.2 Proper Price
3.1.3 Excellent R&D Team
3.1.4 Complete Product Series and Strong Product Effectiveness
3.1.5 Loyal Consumers
3.2 Weaknesses
3.2.1 Lack of Fashion in Design
3.2.2 Brand Awareness Needed Promoting
3.2.3 Lack of New Products
3.3 Opportunities
3.3.1 Latest Regulation of Cosmeceuticals Market in China
3.3.2 Mainstream Position of Middle and High-end Cosmetics Market
3.3.3 Growing Demand for Cosmetics
3.3.4 Changes in Consumers' Attitude
3.4 Threats
3.4.1 Intense Market Competition
3.4.2 Decreasing Market Share
Chapter Ⅳ Avène's Marketing Strategies in China
4.1 Avène's Marketing Strategies in China
4.1.1 Product
4.1.2 Price
4.1.3 Promotion
4.1.4 Place
4.2 Problems in Cosmeceuticals Market in China
4.2.1 Lack of Sound Supporting Operations
4.2.2 Low Scientific Research Level and Low Content of Technology
4.2.3 Fuzzy Brand Positioning
4.2.4 Single Brand Marketing Methods
Chapter Ⅴ Suggestions for Cosmeceuticals Development in China
5.1 The Opportunities of Cosmeceuticals in China
5.1.1 Reliable Sources and Strict Censorship
5.1.2 High Profit, Huge Growth Space
5.2 Suggestions for Cosmeceuticals Development in China
5.2.1 Improve Relevant Laws and Regulations
5.2.2 Establish a Good Brand Image
5.2.3 Improve the Social Awareness of Cosmeceuticals
5.2.4 Give Full Play to the Price Advantages of Local Brands
5.2.5 Improve the Innovation Ability of Local Cosmeceuticals Enterprises
Chapter Ⅵ Conclusions
6.1 Research Findings
6.2 Innovation and Limitation of the Research
References
Acknowledgements
本文编号：3817848
【文章页数】：86 页
【学位级别】：硕士
【文章目录】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
1.1 Introduction
1.1.1 Research Background
1.1.2 Purpose and Significance
1.1.3 Structure and Methodology
1.2 Literature Review
1.2.1 Foreign Research
1.2.2 Domestic Research
Chapter Ⅱ Cosmeceuticals Market Development Status and Trend
2.1 Cosmeceuticals Related Concepts
2.1.1 Definition of Cosmeceuticals
2.1.2 Differences Between Cosmeceuticals and Ordinary Cosmetics
2.1.3 Functions of Cosmeceuticals
2.2 Development Status and Trend of Global Cosmeceuticals
2.2.1 Development Status of Global Cosmeceuticals
2.2.2 Development Trend of Global Cosmeceuticals
2.3 Development Status and Trend of Cosmeceuticals in China
2.3.1 Development Status of Cosmeceuticals in China
2.3.2 Development Trend of Cosmeceuticals in China
2.4 Development Status and Trend of Avène
2.4.1 Brief Introduction of Avène
2.4.2 Development Status and Trend of Avène in China
Chapter Ⅲ SWOT Analysis of Avène
3.1 Strengths
3.1.1 Geographical Advantage and Advanced Production Base
3.1.2 Proper Price
3.1.3 Excellent R&D Team
3.1.4 Complete Product Series and Strong Product Effectiveness
3.1.5 Loyal Consumers
3.2 Weaknesses
3.2.1 Lack of Fashion in Design
3.2.2 Brand Awareness Needed Promoting
3.2.3 Lack of New Products
3.3 Opportunities
3.3.1 Latest Regulation of Cosmeceuticals Market in China
3.3.2 Mainstream Position of Middle and High-end Cosmetics Market
3.3.3 Growing Demand for Cosmetics
3.3.4 Changes in Consumers' Attitude
3.4 Threats
3.4.1 Intense Market Competition
3.4.2 Decreasing Market Share
Chapter Ⅳ Avène's Marketing Strategies in China
4.1 Avène's Marketing Strategies in China
4.1.1 Product
4.1.2 Price
4.1.3 Promotion
4.1.4 Place
4.2 Problems in Cosmeceuticals Market in China
4.2.1 Lack of Sound Supporting Operations
4.2.2 Low Scientific Research Level and Low Content of Technology
4.2.3 Fuzzy Brand Positioning
4.2.4 Single Brand Marketing Methods
Chapter Ⅴ Suggestions for Cosmeceuticals Development in China
5.1 The Opportunities of Cosmeceuticals in China
5.1.1 Reliable Sources and Strict Censorship
5.1.2 High Profit, Huge Growth Space
5.2 Suggestions for Cosmeceuticals Development in China
5.2.1 Improve Relevant Laws and Regulations
5.2.2 Establish a Good Brand Image
5.2.3 Improve the Social Awareness of Cosmeceuticals
5.2.4 Give Full Play to the Price Advantages of Local Brands
5.2.5 Improve the Innovation Ability of Local Cosmeceuticals Enterprises
Chapter Ⅵ Conclusions
6.1 Research Findings
6.2 Innovation and Limitation of the Research
References
Acknowledgements
本文编号：3817848
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