欧莱雅男用香水新产品UNIQUE在中国市场的营销策划

上海交通大学硕士学位论文欧莱雅男用香水新产品UNIQUE在中国市场的营销策划姓名：李峰申请学位级别：硕士专业：工商管理（MBA）指导教师：黄沛20040606UNIQUELancôme,MIRACLE,,Lancôme,,,,,,,UNIQUEUNIQUE,UNIQUE,UNIQUETHEMARKETINGPLANOFLOREALGROUPFORUNIQUE–ANEWPERFUMEFORMENABSTRACTSWithrapideconomicgrowthofChina,increasingcommunicationwiththeothercountries,continuouschangesofpeople’smindandviewsandstablyincreasingpurchasingpowerpercapital,perfumeshavegotthefavorofChinesepeoplestepbystep.PerfumesformenhavealsogotmoreandmorefocusesasnewcomersinthecosmeticsmarketofChina.Lancôme,aworldwideknownbrandbelongedtoL’Oreal,isgoingtolaunchothernewperfumesformenafteritssuccessofMiracleinChinesemarketwhiletherearestilllesschoicesofperfumesformen.ThemainideaofthisdissertationistoanalyzethesituationofperfumeformenmarketinChinaandexploretheconceptofanewperfumeformen---UNIQUE.ThemarketingmixofUNIQUEisalsoamajorpartofthisdissertation,whichconsistsoffivechapters.Chapterintroducesperfumes,domesticperfumemarketsituation,andelaboratesthepointthatperfumeswillbeanewboominginfuturecosmeticsmarketofChinafrommacroandindustrialfactors.ChapterfirstinvestigatesthetargetmarketofperfumeformenbycomparisonsofperfumesconsumptioninBeijingandShanghai,byqueriesandsurveysoftheperfumeconsumersandsalespeople.ItthencomparespopularperfumebrandsinShanghaishoppingcentersintheaspectsofprice,scentsstyleandconsumptiongroups,andanalyzesmaincompetitorsroughly.FinallytheproductpositioningofUNIQUEandperfumeformenmarketpotentialanalysisaredoneinthischapter.ChapterfocusesonUNIQUEproductconceptanditsexploring.ChapterputforwardsthemarketingmixofUNIQUE.ChaptersummarizestheoriginalityofUNIQUEandthedifficultiesmetintheprocessofbuildingthemarketingmix.KEYWORDS:perfumeformen,newproduct,marketingplan2004591ôôôMBAUNIQUE1—1.1.1perfumeparfumare40MBAUNIQUE2MBAUNIQUE312MBAUNIQUE4MBAUNIQUE5ABABUpperclassLowerclassPastPresentUppermiddleLowermiddleMBAUNIQUE6,MBAUNIQUE7—199927.8%200129.3%2001220%2001450100%MBAUNIQUE8200558.841003.6%20053.62003200310MBAUNIQUE9CD32.54%9.29%2-1302-12003%%1CD32.5429.2937.674HUGOBOSS5.1954.736CK3.7073.4882.909KENZO2.48102.35111.9012ADIDDAS1.64131.6214COOLWATER1.43151.2316GUCCI1.21171.19181.14190.94200.99211.58220.79230.78240.68MBAUNIQUE10250.65260.47270.45280.44290.3930D&G0.39CD11.02%8.50%2-2302-22003%%1CD11.0228.5035.1244.7954.556UVD3.5773.4282.9092.77102.7511KENZO2.35122.24132.07142.0615BOSS1.97161.8217REDEARTH1.77181.7519GUCCI1.7520ADIDDAS1.64211.58221.45231.44241.43251.4126D&G1.3827Za1.34281.30291.2230JENNIFER0.98MBAUNIQUE112-3MBAUNIQUE12Internet35-45;;;;30ml2-310019UNIQUE/10::GIVENCYLANCOME:MIRACLE:CELINEKENZOVERSACEMBAUNIQUE13GOLF:No1&No2ADDIDAS:5:KENZO,BOSS,GUCCI,CK,DAVIDDOFF,DUHILLGIVENCYCHANELCD100%()30%30%30-4040%15%VERSACE/MBAUNIQUE140%(165)MBAUNIQUE152.3.12-4ADDIDAS5155/50ml81GOLFNo.1&No.22108/30ml242CDHigherenergy4590/100ml93GIVENCHY5580/100ml44CHANELAllure2650/100ml45LANCOMEMiracle1650/100ml86MBAUNIQUE162-42.3.2Addidas24CDGIVENCYCHANELLancômeMiracleLancôme82.3.3KENZOBOSSCKGUCCIVERSACEDUHILLCELINEBURBERRYD&GMBAUNIQUE17/GUCCIRush930/100mlCHANELAllure&650/100mlLANCOMEMiracle650/100ml450/50mlD&GD&G&718/125mlCELINECELINE319/30mlGIVENCHY&580/100mlBURBERRYBurberryweekend&306/30mlBurberryLondonBURBERRYBurberryLondon298/30mlKENZO530/100mlHUGOBOSSBoss480/100ml35-45()VERSACEVERSACE475/100mlCKCKbe&&380/100mlGOLFNo.1&No.2No.1No.2108/30mlNo.135No.235ADDIDAS5&155/50mlMBAUNIQUE182-32-320-40CELINEBOSSD&GBURBERRYLONDONVERSACEMIRACLEGUCCICHANELGOLFADDIDASCKKENZOBURBERRYWEEKENDMBAUNIQUE19UNIQUE2-4UNIQUE/ADDIDASBURBERRYWEEKENDCHANELMIRACLECELINEBOSSD&GBURBERRYLONDONVERSACEMIRACLEGUCCICHANELGOLFADDIDASCKKENZOBURBERRYWEEKENDUNIQUEMBAUNIQUE20CDGIVENCYLancômeADDIDASGOLF24KENZOBOSSVERSACECELINEDUHILL?250010000120009—394—8640%2.436112ADIDDAS1015ADIDDAS20303—41015260/4000-500040000-MBAUNIQUE21500002302302134LANCOME4923%10%2-62-6:CDCHANELGIVENCYADDIDASGOLFLancôme1322870150157387112261840756277112751520272244075211363675752518756106251875610610025186131MBAUNIQUE2225631401564625751561066060361036252566022872190675260492134MBAUNIQUE23LancômeLancômemasterbrandmasterbrandLancômeLancômeLancômeMIRACLEUNIQUELancômeUNIQUEUNIQUUNIQUEMBAUNIQUE243.2.1?UNIQUE3.2.2LancômeLancômeMBAUNIQUE25—:,,,,Lancôme//UniqueLancôme3.2.3UNIQUE----3.2.4LancômeUniqueMBAUNIQUE26UNIQUE-----4.1.14.1.22004/2005LancômeMiracleLancôme492.3%Unique()213410%200523482.3%UNIQUE54UNIQUEMIRACLEUNIQUEMIRACLECHANELLANCOME32005UNIQUE160MBAUNIQUE27MBAUNIQUE284.2.14.2.2----UNIQUE:5ml-----50m----100ml---MBAUNIQUE29ôô4.4.1LancômeLancôme25055%MBAUNIQUE30UNIQUEGIVENCYADDIDASCKLancôme4.4.230%30%10%30%4-24-2460/100ml360/50ml106/50mlMIRACLE----:ELLEIMAGEGLOBALMANAGERSInternet:(1-51-5-)123451250()100-300300-500500-7007001314151618—2222--3030—4040MBAUNIQUE3717181910001000-30003000-50005000-70007000MBAUNIQUE38MBAUNIQUE39MBAUNIQUE40MBAUNIQUE41MBAUNIQUE42MBAUNIQUE45[1]2004p251