畢業(yè)論文“佰草集”品牌營銷策略研究(已修改)
2025-07-02 03:30 本頁面
【正文】 論 文 題 目上海家化“佰草集”品牌營銷策略研究目 錄一、我國化妝品行業(yè)的發(fā)展現(xiàn)狀………………………………………………1二、佰草集的營銷策略研究………………………………………………………2﹙一﹚佰草集的產品介紹………………………………………………………2﹙二﹚佰草集的價格定位………………………………………………………3﹙三﹚佰草集的促銷模式………………………………………………………3﹙四﹚佰草集在國內市場的銷售渠道分析……………………………………4﹙五﹚佰草集在國外市場的銷售渠道分析……………………………………5三、佰草集的品牌營銷趨勢………………………………………………………5﹙一﹚品牌理念的轉變趨勢……………………………………………………5﹙二﹚集團品牌聯(lián)合……………………………………………………………6﹙三﹚繼續(xù)將面部產品作為品牌重心…………………………………………6﹙四﹚多方位品牌溝通，增強品牌暴光率………………………………………7四、佰草集品牌營銷的SWOT分析………………………………………………7五、對國內化妝品行業(yè)未來發(fā)展趨勢的建議……………………………………8﹙一﹚以優(yōu)良的品質和技術創(chuàng)新來維持品牌………………………………8﹙二﹚產品差異化是品牌的核心競爭力………………………………………8﹙三﹚店鋪對品牌的詮釋應更具體化、鮮明化…………………………………9六、總結……………………………………………………………………………9參考文獻…………………………………………………………………………11【摘要】化妝品作為一種高附加值產品，品牌對其至關重要。因此，化妝品的品牌營銷取代傳統(tǒng)的產品營銷，將營銷的重心放到了品牌上，注重品牌價值的增加和品牌資產的累積。本文通過分析化妝品市場，并結合佰草集自身發(fā)展狀況，通過分析得出佰草集品牌營銷成功的原因，希望對化妝品行業(yè)起借鑒作用?！娟P鍵字】佰草集 品牌營銷 化妝品【ABSTRACT】Since cosmetics are high involvement products, brand is very important to it. Instead of traditional marketing, cosmetic brand marketing appeared. Cosmetic brand marketing put its core to the brand, and pays more attention to its cumulating of brand value and brand asset. This article through the analysis cosmetics market, and unifies hundred grass collection own development condition, obtains the reason through the analysis which hundred grass collection brand marketing succeeds, hoped plays the model role to the cosmetics profession.【KEY WORDS】 Herborist brand marketing
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