【正文】 寬度。 三、避免統(tǒng)一品牌下的負(fù)面株連效應(yīng)。因此，在利用多品牌策略時(shí)，要注意各個(gè)品牌市場(chǎng)占有率的大小及變化趨勢(shì)，適當(dāng)撤除市場(chǎng)份額較低的品牌，阻止品牌自身形成競(jìng)爭(zhēng)。二是依托品牌知名度反向提升品牌資產(chǎn)。 ，制定有效的營(yíng)銷策略 因?yàn)橄M(fèi) 者的注意力主要集中在美容 效果，并且因?yàn)樾睦碚J(rèn)同原因的干擾，國(guó)內(nèi)中高檔品牌市場(chǎng)大部分被技術(shù)先進(jìn)實(shí)力雄厚的國(guó)外品牌占據(jù)。而且化妝品與其他工業(yè)產(chǎn)品的性質(zhì)不同，它從原材料到變成成品的環(huán)節(jié)比較簡(jiǎn)單。隨著國(guó)外品牌在的中國(guó)地區(qū)的覆蓋率，消費(fèi)者對(duì)高端品牌的需求也大大增強(qiáng)。面對(duì)跨國(guó)公司的市場(chǎng)搶占，我國(guó)企業(yè)可以憑借企業(yè)本土的這一地理優(yōu)勢(shì)，借助技術(shù)創(chuàng)新、改革管理、營(yíng)銷整合等手段縮小與跨國(guó)公司的差距，不斷擴(kuò)大本土市場(chǎng)，進(jìn)而創(chuàng)造出新的“本 12 土優(yōu)勢(shì)。在吸取成功經(jīng)驗(yàn)的基礎(chǔ)上，加強(qiáng)營(yíng)銷渠道的建設(shè)與管理。這種分級(jí)別的壓力分配模式使得制造商不能直接對(duì)銷售渠道和管理模式進(jìn)行有效的了解和控制。 注重科研開發(fā)，提高品牌創(chuàng)新能力 ，滿足本土消費(fèi)者的需求 化妝品行業(yè)在我國(guó)是 方興未艾的朝陽(yáng)工業(yè)，高品質(zhì)、高科技與產(chǎn)品創(chuàng)新將成為企業(yè)出奇制勝?gòu)?qiáng)占市場(chǎng)的法寶。我國(guó)有許多現(xiàn)有的老牌產(chǎn)品如隆力奇，上海家化等企業(yè)品牌在近幾年缺乏研發(fā)創(chuàng)新，主要是由于這些企業(yè)依然靠銷售是傳統(tǒng)的低端產(chǎn)品為主，不緊隨消費(fèi)水平和消費(fèi)觀念的變化而變化，這種模式下生產(chǎn)的產(chǎn)品很容易被其他品牌代替。在市場(chǎng)競(jìng)爭(zhēng)中， 借鑒 國(guó)際化妝品巨頭如寶潔，資生堂的成功經(jīng)驗(yàn)，在中國(guó)大陸搶占一定市場(chǎng)份額的同時(shí)，努力將品牌推向世界。所以，要取得投少產(chǎn)多，質(zhì)量好，能耗低，效率高的良性循環(huán)方式，我們必加強(qiáng)管 理。 14 本文利用品牌營(yíng)銷的理論對(duì)我國(guó)化妝品市場(chǎng)營(yíng)銷的問題進(jìn)行分析，并針對(duì)這些問題，從市場(chǎng)的角度提出創(chuàng)新性的對(duì)策?？铺乩盏戎?,王永貴等譯 .《營(yíng)銷管理（第 14版歐萊雅集團(tuán)在中國(guó)的品牌營(yíng)銷戰(zhàn)略與戰(zhàn)術(shù)研究 [D]。油歐萊雅的多品牌化戰(zhàn)略分析看中國(guó)品牌發(fā)展 [J]。[J]。 三年寒窗，所收獲的不僅僅是愈加豐厚的知識(shí)，更重要的是在閱讀、實(shí)踐中所培養(yǎng)的思維方式、表達(dá)能力和廣闊視野。在未來的日子里，我會(huì)更加努力的學(xué)習(xí)和工作，不辜負(fù)父母對(duì)我的殷切期望！ 16 Marketing Strategy of China39。Oreal cosmetics also studied trends and petitive landscape. Take the case to analyze L39。 brand marketing。80s. We sat on the back of pickup trucks for hours. The sky was blue, and we couldn39。s performers of the troupe still tour the region39。s Liaoning province, decades ago. The solider gave the old man a handmade saddle when they bid farewell. The story inspired Nasun to write Carved Saddle, a song that later became one of his most popular numbers. Now, every year, Nasun recruits young singers and dancers for the troupe. The troupe has also designed a new repertoire, which is mostly based on the daily lives of Mongolian people, especially the lives of nomadic families, and has bined contemporary musical elements with folk songs of the region. Haimu, a 25yearold khoomei (a local variant of overtone singing) singer, joined the troupe three years ago. Along with a sixmember band, he performs fast songs and soft ones that he writes－ all while playing the horsehead fiddle.Although I learned the piano since childhood and grew up listening to various kinds of music, to me, the folk music of Inner Mongolia is the root, he says. Performing in remote villages is pleasant. I feel at home on the boundless grasslands, and the warm people there make me feel fulfilled. The first round of spring auction season in Beijing ended last week, but it failed to create much spring in the art market. Although two pieces of Chinese painting fetched more than 100 million yuan, the decline in trading volume and sa le rate showed a downturn this year. In the ―Grand View: Chinese Painting Highlight‖ session at China Guardian 2021 spring auctions, Pan Tianshou’s representative work Eagle, Rock and Flora hit a record auction price of 279 million yuan, while Li Keran’s masterwork Jinggang Mountain fetched million yuan, an unexpected high in recent years. However, the trading volume fells to billion yuan from billion yuan in the same period the year before. The Huangchen 2021 Spring Auctions, which recorded million yuan in total sales, experienced the same. The section number went down to 5 from 12 pared to last year. According to expert Shao Jianwu, the art market did not attract much excitement this year due to the booming stock market and the persistent problems of fery and fake deals. The two pieces of Chinese painting notched up high price this spring due to their own value not due to a revival in the market. The successful transaction of two works with a hammer price of more than 100 million yuan once again confirms that valuable and rare works of high quality always earn the longlasting high price. Chinese painting and calligraphy is still the pillar of the market. However, the overall sales rate has dropped slightly, which reflects the demand for the ordinary auction goods has weakened,‖ said the president of China Guardian’s Hu Yanyan. Besides, the entry of new buyers also makes certain changes to the direction of purchasing. In a word, the overall market trend is very unpredictable. Although China Guardian 2021 Spring Auctions has achieved remarkable results, it does not mean that the market has walked out of the predicament. We still have to wait for the big economic boom to invigorate the art market.‖ Even so, the hot pursuit of some special items appeared this spring. A special session of China Guardian Spring Auctions titled ―Fine Gilt—Bronze Buddhist Images‖ achieved a great deal with total sales volume of million yuan and 92 percent sale rate. The 5th Shamar Rinpoche Statue from 1617th century of Tibet was sold for million yuan. The Beijing Chengxuan Auctions featured almost 2,800 items of coins and stamps in three sessions with good sale rate. The Huachen Auctions also set a special session of photographs under the condition of largescale decline of auction sessions. There was a palpable dull thud of disappointment that acpanied the return of the imperial entourage of Zhen Huan to her homeland. It followed a couple years of hushed excitement as Chinese fans were fed tidbits about their proud concubine who was supposed to conquer the high ground of the North American market. Zhen Huan is, of course, the title character of The Legend of Zhen Huan, a 2021 television series that swept China off its feet and later took other Asian countries by storm. Two years ago, it was reported that HBO, a premium cable service headquartered in the United States, was going to air it in North America after some modification. Now, a condensed version that provides English subtitles but no dubbing has finally been made available on Netflix for online streaming. This version, highly anticipated as a milestone in China39。s essay titled SelfReliance. If you39。s essay affects me very deeply. Not as an urging to bee self reliant – I39