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盛开传媒网欧莱雅的营销策略研究作者姓名:王璐专业名称: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...........................