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成都理工大学工程技术学院毕业论文欧莱雅的营销策略研究作者姓名:王璐欧莱雅的营销策略研究II专业名称:工商管理指导老师:唐剑欧莱雅的营销策略研究I摘要在市场竞争日益加剧的今天，市场营销对一个企业的重要性是不言而遇的，市场营销是现代商品经济发展的产物,是连接市场和企业的桥梁与纽带，是一个企业的核心力量。随着中国加入WTO企业将面临着国际国内经营环境的深刻变化,如:经济全球化；高度信息化；知识经济的到来；世界性的产品过剩，价格滑坡；全球范围的环境保护运动及绿色消费运动的兴起；等等。因此可以说,市场营销已经成为决定中国企业命运的重要因素,甚至有人提出:营销就是企业的灵魂和未来。由此可见,认真探索和研究中国企业在新世纪市场营销的发展方向,具有非常重要的现实意义和战略意义。欧莱雅集团是世界最大的化妆品公司，它在市场营销方面取得了巨大的成功，因此有许多值得我们学习的地方。欧莱雅集团如何成功的进入中国市场，又如何在中国市场上立足的呢？我想这与欧莱雅成功的市场定位与产品细分是分不开的，它从多方面满足人们不同的需求。市场营销对一个企业来说十分重要，任何一个企业都需要有适合本企业自己的营销策略。论文的主要内容是通过对欧莱雅公司的研究，来分析市场营销对一个企业的重要性；分析中国化妆品市场环境，从中学习欧莱雅公司是如何运用策略在中国市场上取得今天的成绩；欧莱雅公司对中国企业的启示，取长补短。关键字：环境分析PEST营销策略欧莱雅的营销策略研究IIAbstractTodayintensifiesdaybydaywhichinthemarketcompetition,themarketingwhichisdoesnotsaytoanenterprise'simportancemeetsisthemoderncommodityeconomydevelopmentproduct,isconnectsthemarketandenterprise'sbridgeandthelink,isenterprise'skeyforces.WilljointheWTOenterprisealongwithChinatofacetheinternationaldomesticmanagementenvironmentprofoundchange,forexample:Economicalglobalization;Elevationinformation;Knowledgeeconomyarrival;Worldproducttoomuch,pricelandslide;Globalscopeenvironmentalprotectionmovementandgreenexpensemovementstarting;.Thereforemaysay,themarketingalreadybecamedecidestheChineseenterprisedestinytheimportantattribute,evensomepeopleproposedthat,Themarketingwillbeenterprise'ssoulandthefuture.Thusitcanbeseen,earnestlyexploresandstudiestheChineseenterpriseinthenewcenturymarketingdevelopmentdirection,hasthecountformuchpracticalsignificanceandthestrategicsense.L`OREALthegroupistheworldbiggestcosmeticscompany,ithasobtainedthehugesuccessinthemarketmarketingaspect,thereforehastheplacewhichmanyisworthusstudyingHowL`OREALdoesthegroupsucceedenterstheChinesemarket,howalsobasesintheChinesemarket?IthoughtthisthemarketlocalizationandtheproductwhichsucceedswithL`OREALsubdivideiscannotseparate,itfromvariouslymeetsthepeopledifferentneed.Themarketingtoanenterprisesaidextremelyimportantly,anyenterpriseallneedstohavesuitsthisenterprisemarketingstrategy.ThepapermaincontentisthroughtoL`OREALcompany'sresearch,analyzesthemarketingtoanenterprise'simportance;AnalyzestheChinesecosmeticsmarketenvironment,howstudies欧莱雅的营销策略研究IIIL`OREALthecompanyisutilizesthestrategytoobtaintodayintheChinesemarkettheresult;L`OREALthecompanytotheChineseenterprise'senlightenment,makesupforone'sdeficiencybylearningfromothers'strongpoints.Keyword:AnalysetheEnvironment，PEST,Strategyofmarketing欧莱雅的营销策略研究IV目录摘要................................................IAbstract...........................................II目录............................................IV1．前言.............................................11.1写作动机思想来源........................................................................11.2本文框架............................................................................................21.3研究意义..............................................................................................22．欧莱雅中国的环境分析.............................32.1欧莱雅的简介......................................................................................32.1.1欧莱雅中国旗下的产品...........................................................32.1.2欧莱雅的市场占有率................................................................42.2中国化妆品环境PEST分析................................................................52.2.1什么是PEST分析法.................................................................52.2.2中国化妆品市场环境PEST分析.............................................62.3欧莱雅中国市场五力分析..................................................................72.3.1潜在进入者...............................................................................72.3.2现有竞争对手间竞争激烈程度...............................................82.3.3客户价格谈判实力...................................................................92.3.4供应商谈判价格的能力.........................................................102.3.5替代产品或者服务的威胁......................................................113．欧莱雅的STP（细分、定位）.......................133.1欧莱雅的高端产品.............................................................................133.2欧莱雅的中端产品............................................................................143.3欧莱雅的低端产品............................................................................144．欧莱雅的营销策略................................174.14P策略............................................................................................174.2产品策略............................................................................................184.3促销策略............................................................................................194.4渠道策略............................................................................................204.5包装定价策略....................................................................................214.6欧莱雅的不足之处............................................................................225.对中国化妆品企业的启示...........................24结论...............................................26致谢...............................................27欧莱雅的营销策略研究V参考文献.................