【硕士论文】化妆品品牌管理的研究

2’OrealandP&G.Thearticlemaybeveryhelpfulfordomesticcosmeticcompanies.Thepaperinvolvesthreepartsincludingintroductionofbrandandbrandmanagement,howtomanagebrandincosmeticindustryandtheprospectofnationaldomesticcosmeticcompanies.Inchapter1,theauthorintroducesbrandandbrandmanagementtoletreadershavedeeperunderstandingoftheirimportancefromstrategicangle.Inchapter2,theauthormainlyanalyzesbrandmanagementincosmeticindustrytosummarizehowtomanagethecosmeticbrand.Firstlytargetinginsegmentmarket.Secondlycraftingbrandstrategy,lastlyimplementingandexecutingthestrategybydynamicapplicationofmarketingportfoliobasedonphilosophyofcustomerorientation.Inthelastchapter,theauthorusesthemethodofbrandmanagementmentionedinchapter2toanalyzeandsolvetheproblemwhichChinesecosmeticcompaniesarefacing.Keywords:BrandMarketingCosmetics://://“3”://biz.163.com~20%5://://[]PhilipKotler10lllll7PhilipKolter911EsteelauderClinqueJackTroutz8812500141314151617101831211[]1920“2847%12”SK-SK-212013SK-13“”1528()29200346016WTO1630OEM3190%