欧莱雅集团的国际市场营销

Cross-culturalandInternationalMarketing---TheL’ORÉALGroupTheL’ORÉALGroup,oneoftheworld'slargestcosmeticscompany,wasfoundedin1907.Itistheleaderinthecosmeticsindustry,scopeofbusinessinmorethan130countriesandregions,with283branches42factoriesworldwideinmorethan100agents,andmorethan50000employees,isheadquarteredinmultinationalcompany,isoneofthefortuneglobal500companies.L’ORÉALhasdevelopedactivitiesinthefieldofcosmetics,concentratingonhaircolor,skincare,sunprotection,make－upperfumesandhaircare.L’ORÉALisactiveinthedermatologicalandpharmaceuticalfields.Asanoverseas-fundedenterprise,TheL’ORÉALGrouppossessessuccessfulandprosperousbrandstrategiesandmarketingstrategies.ItscommunicationstrategyinChinawellcombineditsownpersonalitywithChinesenativeculture.Toillustrateitspecifically,TheL’ORÉALGroupnotonlyexertsasubtleinfluencewhichtheFrenchnation’spursuitofbeauty,romanceandfreedomaswellastheconceptionofadvocatingahighqualitylifemakeonChinesepeople,butalsoattachesgreatimportancetotheculturalcharacteristicsandlivinghabitsoftheChinesenation.Therefore,itcreatesapopularcosmeticconsumption,consequently,obtainingtherecognitionandfavorofChineseconsumers.TheL’ORÉALGroup’smakingsuchabigsuccessintheChinesemarketistheresultofitsadvancedandtheall-aroundmarketingstrategy.So,next,Iwillselectsomepartsofitsstrategiestointroduce.Firstly,itistheproductstrategy.Acompany'sproductsoccupythecentralpositioninthewholemarket,goodproductscansetupagoodenterpriseimageandhelpenterprisestoexpandthemarket.TheL’ORÉALGroupimprovesthequalityoftheproductsofthecompany,simultaneouslyincreasesthenumberoftheproduct.Althoughtheproductlineissingle,itislongerthananyothercompany.Therearefourmajorplatesintermsofitsproducts:ordinaryproducts,top-gradecosmetic,professionalhaircarecosmeticsandactivecosmetics.Undertheseproducts,brandsareofdifferentfunctionandprice.Forinstance,LANCOMEisabrandoftopgradecosmetic,alsobelongstothehigh-gradeproducts;VICHYisabrandofactivecosmetics,alsotheintermediateproducts;MAYBELLINENEWYORKisabrandofordinaryproducts,alsothelow-gradeproducts.Thatistosay,TheL’ORÉALGrouphascorrespondingbrandandproductpositioningaccordingtodifferenttargetgroups.ItsvarietyofproductscoversalmostthewholeofChineseconsumers.Besides,aboutthepackage,TheL’ORÉALGroupintegratesthedesignofFrenchfashionableflavorwithinjectionoftheconceptofscienceandtechnologycreativity.ItisobviousthatTheL’ORÉALGrouphasacomprehensiveplanforaforayintoChinamarket.Secondly,itisthechannelstrategy.Ontheonehand,itisthemulti-channeldistribution.Themainpurposeofenterprise’sproductionistosale.ThediversificationofproductsofTheL’ORÉALGroupdeterminesthatitwilladoptvarioussalesmodes.WhenTheL’ORÉALGroupchoosessaleschannels,itdoesn’tconcentrateononlyonetypeofsalesmethod,butchoosestheproperwayaccordingtospecificcharacteristics,soastobebasedondifferentparticularcircumstances.Tospeakspecifically,TheL’ORÉALGroupincludesfourdistributionchannels.Theyaredealers,wholesalers,secondarywholesalersandretailers.Amongthese,thenumberofdealersisthesmallest,whilethenumberofretailersisthebiggest.Usingthiswaycanmaketheproducesmorestandard.Ontheotherhand,itisthewidesalesarea.ProductsofL’ORÉALspreadalloverChina,whilebasedonthelargecities,italsopaysattentiontofurthersalesofsmallandmedium-sizedcities.AsaconsequenceofthecombinationofFrenchbeautywithChinesewomen’spursuit,TheL’ORÉALGroupfindthatthepursuitofbeautyamongChinesewomenismoreandmoreurgentandnewproductsareeasytopopintheChinesemarket,Chineseconsumersarewillingtoacceptthenewconceptofhighqualitynewproducts.Therefore,TheL’ORÉALGroupintendstorecommendChineseconsumersgraduallythebest-sellingproductsonthemarketintheworld.Nowadays,TheL’ORÉALGroup’scoverageareaisincreasing.Thirdly,itisthepricingstrategy.Inthemarket,whentheenterpriseformulatespricepositioning,theywillgenerallyconsideredaboutthevalueoftheproductitself,thecostofproduction,thepsychologicalenduringcapacityandeconomicenduringcapacityofcustomers,etc.Sincetheproductsaredividedintodifferentgrades,accordingly,thepricesaredividedintodifferentlevels—high,mediumandlowprice.Thepriceofordinaryproductsislessthan300RMB,especially,somebrandslikeMAYBELLINE,thepriceislessthan100RMB,whichcansatisfythemake-upneedsofthegeneralworkersalaryclassandothermiddle-aged;Thepriceofprofessionalhaircarecosmeticsislessthan500RMB;Thepriceofactivecosmeticsisbetween100and500RMB;Theexpensiveistopgradecosmetic,itisalmostorevenmorethan1000RMB!Ingeneral,thepricesarediverse.Finally,itisthepromotionstrategy.Productpropagandaisanimportantstrategyinmarketing,alsoanimportantmeansofmarketing.Itcanimproveproductpopularityandhelpenterprisestoexpandthemarket.TheL’ORÉALGroupconductsthepropagandabymanymeans.Thefirstistelevisionadvertisement.TheywillinviteChinesestarstoadvertisetheirproducts.StandardizedproductsandthelocalizationofpropagandacanTheL’ORÉALGroupgetcloserdistancewithChineseconsumers,soastoconquerChineseconsumerspsychologically.Thesecondisfashionmagazineadvertisement.PeoplecannoticethattherearemanyadvertisementsaboutL’ORÉALonthefashionmagazine,what’smore,th