巴黎欧莱雅在我国的市场竞争策略

论文编号:GS623  论文字数:7081,页数:10

 中文「摘要」
 我国的化妆品市场是全世界最大的新兴市场，其潜力被众多国际知名品牌所关注。自从改革开放以来，随着我国市场经济的不断发展，人民生活水平的不断提高，人们对化妆品消费的需求量也在不断的增大。因此，化妆品产业的发展势头也是越来越迅猛，已经成为新的消费热点。犹太人曾流传这样一句话：“女人和孩子的生意是最好的商机。”而现代女性对美的追求也在不断地提高，这对化妆品行业来说是又一大挑战，同时也是一大机遇。如今，随着我国加入WTO开始取消对进口化妆品行业的限制，国际化妆品巨头正在加速扩展中国市场，本土品牌经受着来自外部的巨大冲击。因此，国内很多化妆品企业只有通过中外合资，推出中低档产品才能迎合中国消费者的需求，尽管有百草集、京润珍珠等国内品牌的崛起，并已成功冲破了被外资品牌包夹的市场桎梏。尽管如此，都无法感动“巴黎欧莱雅”在消费者心目中的地位。这正是归结于巴黎欧莱雅在我国的市场竞争策略。巴黎欧莱雅以其独特的市场定位策略、细分市场策略、品牌策略、广告策略 、公共沟通策略等一系列竞争策略，赢得了我国广大消费者的信赖。
「关键词」：   中国 巴黎欧莱雅 市场 竞争策略  

ABSTRACT
 Makeup market of our country is the biggest new market in the world .it's power is focused by many international famous brands .with the our country market economy developing ,the level of people's live is improving since reform open ,so industry is developing quickly ,which becomes new consumer hot ,a famous word by Jew said: the best business opportunity is the women and the children 'business ,whereas ,the modern women searching for beauty is improving constantly. this is not only a big chance for the industry ,but also a big opportunity ,nowdays, with the china entering WTO and canceling the limit of importing makeup product  ,the international makeup's   big bosses are quickly exploring the Chinese market ,the brand at home is suffering the outer pressure ,so , many industries at hone is only using the co-business of china and foreign country and push middle_low_end reil products to meet the Chinese consumers 'need .though  Baicaoji,Jingrun pearl   and so on ,these famous brands at home are becoming strong and effectively broke down the limit of the foreign famous brands, but it is impossible to push down the n.Loreal'status in consumer's heart. It is due to the market competition  policy .by the especial market reseaveration policy, market subdivision policy, famous brand policy, ads policy commonality policy and so on .n.Loreal is depended on our country consumer s.
Key words： China  L’Oréal Paris  market  competitive  strategy

目    录

一    我国化妆品市场现状分析 1
（一）中国化妆品目前的形势 1
（二）中国目前化妆品市场的规模 1
二    巴黎欧莱雅简介 2
三    巴黎欧莱雅有效的市场竞争策略 2
（一）市场定位策略 2
（二）市场细分策略 3
（三）品牌策略 3
（四）广告策略 4
（五）公共沟通策略 5
致  谢 6
参考文献 7

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