摘 要
近幾年我國(guó)化妝品市場(chǎng)始終保持持續(xù)、快速增長(zhǎng)，目前我國(guó)已經(jīng)成為僅次于日本和美國(guó)的世界第三大化妝品消費(fèi)市場(chǎng)。然而令人遺憾的是，國(guó)內(nèi)的中高端化妝品市場(chǎng)幾乎被跨國(guó)品牌所占領(lǐng)，本土品牌基本被打壓在低端市場(chǎng)，利潤(rùn)空間十分有限。與跨國(guó)企業(yè)相比，本土化妝品企業(yè)無(wú)論是從資本實(shí)力、產(chǎn)品組合，還是從產(chǎn)品研發(fā)、品牌影響等方面都處于相對(duì)劣勢(shì)。產(chǎn)品組合單一、同質(zhì)化現(xiàn)象嚴(yán)重、市場(chǎng)定位重復(fù)、營(yíng)銷手段單一成為制約眾多本土化妝品企業(yè)發(fā)展的重要因素。
縱觀現(xiàn)階段國(guó)內(nèi)化妝品市場(chǎng)，知名本土品牌的共同特點(diǎn)之一就是合理利用產(chǎn)品差異化策略，細(xì)分市場(chǎng)或創(chuàng)造市場(chǎng)，走品牌突圍之路。因此本文以品牌國(guó)際化為切入點(diǎn)，首先對(duì)國(guó)內(nèi)外理論進(jìn)行梳理，對(duì)國(guó)產(chǎn)化妝品發(fā)展環(huán)境有一定的了解，著重分析了在品牌國(guó)際化道路上現(xiàn)存在的問(wèn)題。再結(jié)合典型案例，分別闡述了佰草集和薇姿的品牌史，并將兩者的品牌國(guó)際化發(fā)展策略進(jìn)行對(duì)比分析研究，尋找國(guó)產(chǎn)其他化妝品行業(yè)可以影響和借鑒的地方。最后在案例分析的基礎(chǔ)上，提出了走品牌國(guó)際化道路，企業(yè)必須要加強(qiáng)品牌意識(shí)，加大科技和人力的投入，重視多元化行銷，創(chuàng)中國(guó)特色。這對(duì)現(xiàn)今國(guó)內(nèi)化妝品行業(yè)，具有一定的現(xiàn)實(shí)意義。
關(guān)鍵詞：國(guó)產(chǎn)化妝品；品牌國(guó)際化；佰草集；薇姿
Abstract
In recent years, China's cosmetics market has always been maintain sustained, and rapid growth. China has become the world’s third largest cosmetics consuming market, only behind to Japan and the United States. Regrettably, foreign brands are occupying the leading position of Chinese cosmetics market, and holding a large section of market share, while native cosmetics enterprises with limited profits can only wander up and down on the relatively low end market of china. Compared with the multi-national corporations, local cosmetics companies are in an inferior position either from the capital strength to product portfolio, or from product R&D to brand impact. Homogeneous products combination, duplicate market positioning and lacking of brand building are main factors restricting the development of local cosmetics corporations.
Observing the domestic cosmetics market, one of the common characteristics of well-know local brands is making good use of product differentiation strategy, segmenting market, creating market and publicizing the brands. Therefore, this entry point into the international brand, to set forth the theory in and abroad first, understood something about the development environment of domestic cosmetics, and analyzed the problem of brands on the road to internationalization. And then combined the typical cases, respectively discussed the brand history of Herborist and Vichy, and compared the two international development strategies for the brand, found the areas for other domestic cosmetics industry can affect and learn. At last, we took the proposed path of international brands under the analyze of cases. Companies must strengthen brand awareness, increase investment in technology and manpower, attention to diversity marketing, innovation with Chinese characteristics. it is of great practical significance to internal cosmetics industry nowadays.
Keywords: Domestic cosmetics; International brand; Herborist; VICHY
目 錄

引言 1
1 品牌國(guó)際化理論概述 2
1.1 品牌國(guó)際化的科學(xué)內(nèi)涵 2
1.2 企業(yè)品牌國(guó)際化的路徑研究 2
1.2.1 內(nèi)向型國(guó)際化路徑 3
1.2.2 低成本擴(kuò)張路徑 3
1.2.3 OEM路徑 3
1.2.4 自創(chuàng)品牌，建渠道路徑 4
1.2.5 收購(gòu)與兼并路徑 4
1.2.6 企業(yè)集群路徑 4
1.2.7 海外上市路徑 5
2 國(guó)產(chǎn)化妝品品牌國(guó)際化發(fā)展現(xiàn)狀及趨勢(shì)分析 6
2.1 國(guó)產(chǎn)化妝品品牌國(guó)際化發(fā)展的產(chǎn)業(yè)背景 6
2.2 化妝品品牌國(guó)際化歷程中普遍存在的問(wèn)題 7
2.3 化妝品品牌國(guó)際化的趨勢(shì)分析 9
3 “薇姿”和“佰草集”品牌國(guó)際化發(fā)展的對(duì)比分析 10
3.1 薇姿品牌概述 10
3.2 佰草集品牌概述 10
3.3 品牌國(guó)際化發(fā)展對(duì)比分析 12
3.3.1 產(chǎn)品特色對(duì)比分析 12
3.3.2 包裝特色對(duì)比分析 12
3.3.3 宣傳策略對(duì)比分析 13
3.3.4 行銷策略對(duì)比分析 14
3.3.5 科技創(chuàng)新對(duì)比分析 14
3.3.6 人文形象策略對(duì)比分析 15
3.4 薇姿與佰草集的研究對(duì)國(guó)產(chǎn)化妝品品牌國(guó)際化的啟示 17
3.4.1 品牌要具有自己的特色 17
3.4.2 形象包裝體現(xiàn)優(yōu)勢(shì) 17
3.4.3 宣傳方式要適合本品 17
3.4.4 行銷渠道選擇得當(dāng) 18
3.4.5 科技對(duì)品牌建設(shè)的支持 18
3.4.6 品牌人文服務(wù)要到位 18
4 國(guó)產(chǎn)化妝品品牌國(guó)際化戰(zhàn)略選擇 19
4.1 產(chǎn)品策略 19
4.1.1 集中資源發(fā)展優(yōu)勢(shì)產(chǎn)品 19
4.1.2 加強(qiáng)科技研發(fā) 19
4.1.3 新產(chǎn)品開發(fā) 19
4.2 包裝策略 20
4.2.1 民族風(fēng)包裝 20
4.2.2 綠色包裝 20
4.2.3 防偽包裝 20
4.3 品牌策略 20
4.3.1 加強(qiáng)公司品牌建設(shè) 20
4.3.2 創(chuàng)建中國(guó)特色的化妝品品牌 21
4.3.3 注重品牌建設(shè)的長(zhǎng)期性 21
4.4 價(jià)格策略 21
4.5 渠道策略 22
4.5.1 重視不同的消費(fèi)市場(chǎng)和群體 22
4.5.2 重視網(wǎng)絡(luò)渠道建設(shè) 22
4.6 行銷策略 22
4.6.1 整合營(yíng)銷傳播，提高產(chǎn)品認(rèn)知度 22
4.6.2 宣傳要有的放矢，重點(diǎn)突破 23
4.6.3 加強(qiáng)公共關(guān)系，提高溝通層次 23
4.6.4 重視客戶溝通，加強(qiáng)情感交流 23
結(jié) 論 25
參考文獻(xiàn) 26
致 謝 28