【正文】 s essay affects me very deeply. Not as an urging to bee self reliant – I39。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。80s. We sat on the back of pickup trucks for hours. The sky was blue, and we couldn39。Oreal cosmetics also studied trends and petitive landscape. Take the case to analyze L39。 三年寒窗，所收獲的不僅僅是愈加豐厚的知識，更重要的是在閱讀、實踐中所培養(yǎng)的思維方式、表達(dá)能力和廣闊視野。油歐萊雅的多品牌化戰(zhàn)略分析看中國品牌發(fā)展 [J]?？铺乩盏戎?,王永貴等譯 .《營銷管理（第 14版所以，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，我們必加強管 理。我國有許多現(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，不緊隨消費水平和消費觀念的變化而變化，這種模式下生產(chǎn)的產(chǎn)品很容易被其他品牌代替。這種分級別的壓力分配模式使得制造商不能直接對銷售渠道和管理模式進(jìn)行有效的了解和控制。面對跨國公司的市場搶占，我國企業(yè)可以憑借企業(yè)本土的這一地理優(yōu)勢，借助技術(shù)創(chuàng)新、改革管理、營銷整合等手段縮小與跨國公司的差距，不斷擴大本土市場，進(jìn)而創(chuàng)造出新的“本 12 土優(yōu)勢。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)比較簡單。二是依托品牌知名度反向提升品牌資產(chǎn)。 三、避免統(tǒng)一品牌下的負(fù)面株連效應(yīng)。 從圖 32 可以看到歐萊雅的多品牌戰(zhàn)略，歐萊雅的化妝品以“檔次、價格”為品牌區(qū)隔標(biāo)準(zhǔn) ,以情感表達(dá)和自我表現(xiàn)為品牌利益訴求點滿足消費者不同的檔次、審美情趣 及品味需求。在這方面是寶潔、聯(lián)合利華和通用汽車 (general motors)領(lǐng)先的主導(dǎo)作用。 企業(yè)如果能夠充分的分析企業(yè)的內(nèi)部和外部資源，根據(jù)自身的實力進(jìn)行權(quán)衡合理的運用差異化營銷 策略，趨利避害，是能夠換取最大化的利益的。 從廣告的投放看：由于針對的消費人群特點的不同，蘭蔻，作為奢侈化妝品的代表之一，影視廣告比較少有，在國內(nèi)幾乎看不到，而卡尼爾的影視廣告在國內(nèi)可以經(jīng)?？吹?，這和歐萊雅集團(tuán)的營銷策略有著密切的關(guān)系。 3 歐萊雅化妝品市場品牌營銷策略案例分析及啟示 歐萊雅進(jìn)入中國市場有些晚，這與法國企業(yè)對中國認(rèn)識之后有關(guān)。首先，化妝品品牌的金字塔戰(zhàn)略包括高檔，中檔，低檔，專業(yè)化以及奢侈品這五種檔次。另外在推出的產(chǎn)品之間，雖然每個品牌都有自己的高，中，低檔產(chǎn)品，以滿足不同群體的市場需求，但多個品牌之間，品牌交叉現(xiàn)象似乎不可避免。但是，歐萊雅在品牌傳播過程中，問題依然存在，品牌傳播對于整個品牌的經(jīng)營發(fā)揮著重要的作用。多種渠道的廣告，特別是電視廣告對這一區(qū)間的消費者具有很強的引導(dǎo)作用。同時她們對產(chǎn)品的辨識度也有相對深度的研究，時刻保持對時尚信息的關(guān)注，這一部分的消費者是高端品牌消費群體的有力候補。 頂端品牌 根據(jù)中國的消費水平的實際情況來看，頂 端產(chǎn)品一般是指單品價格在五百元左右的化妝品。這意味著，今年中國