發(fā)布時間：2021-03-25 05:56

　　中國的化妝品行業(yè),由于其門檻低、投資回報快的特點,經(jīng)過近30年的發(fā)展,市場已經(jīng)比較成熟。隨著網(wǎng)絡(luò)技術(shù)的發(fā)展以及網(wǎng)絡(luò)營銷商業(yè)模式的運用,化妝品行業(yè)從傳統(tǒng)營銷模式到電子商業(yè)模式轉(zhuǎn)變已經(jīng)成為趨勢,越來越多的本土化妝品企業(yè)試圖通過網(wǎng)絡(luò)發(fā)展品牌戰(zhàn)略,以此和國際知名品牌同臺競技�；瘖y品行業(yè)高端市場仍牢牢被知名大品牌所占據(jù),并且這些品牌近年來也開始從傳統(tǒng)領(lǐng)域向電子商務(wù)轉(zhuǎn)變。對于新興的化妝品公司來說,如何在互聯(lián)網(wǎng)背景下發(fā)展公司產(chǎn)品品牌戰(zhàn)略,將是公司能否生存壯大的核心因素。F公司成立于2007年,是一家專業(yè)銷售化妝品的企業(yè),想要在激烈的化妝品市場提升競爭力,擴大市場份額,建立自己的品牌是一個十分迫切的任務(wù)。F公司領(lǐng)導(dǎo)認為通過網(wǎng)絡(luò)而不是傳統(tǒng)渠道創(chuàng)建品牌會讓此過程大為縮短。但是如何通過網(wǎng)絡(luò)渠道創(chuàng)建化妝品品牌,在理論和實踐上都有不同的看法和觀點。本文結(jié)合基于客戶的品牌資產(chǎn)理論,分析F公司通過網(wǎng)絡(luò)創(chuàng)建品牌資產(chǎn)的過程,發(fā)現(xiàn)關(guān)鍵問題并提出解決方案,并期盼可以為其他基于互聯(lián)網(wǎng)環(huán)境下創(chuàng)建品牌的公司提供決策參考�；诒疚牡奶剿骱吞嵘�,F公司在其自有品牌發(fā)展過程中需要注意提升公司及品牌的知名度,提升客戶的品牌忠誠度,明確不... 

【文章來源】：廣東外語外貿(mào)大學(xué)廣東省

【文章頁數(shù)】：70 頁

【學(xué)位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Part 1 Introduction
    1.1 Research Background
    1.2 Research Significance
    1.3 The Research Content and Methods
Part 2 Literature Review
    2.1 Customer based on brand equity theory
        2.1.1 Brand Concept
        2.1.2 Brand Equity Theory
        2.1.3 The source of brand equity
        2.1.4 The Tetralogy of Building a Strong Brand
        2.1.5 The Evaluation to CBBE Model
    2.2 Brand Imagery and Brand Positioning
        2.2.1 Brand Imagery
        2.2.2 Brand Positioning
    2.3 Traditional Modern Marketing Theory
        2.3.1 4P Theory
        2.3.2 4C Theory
        2.3.3 4R Theory
    2.4 Porter’s Five forces model
Part 3 Case Description
    3.1 The Brief Introduction of F Company
    3.2 Development of Cosmetics and Network Marketing
        3.2.1 Develop history of world cosmetic industry
        3.2.2 Current condition of Chinese cosmetic market
        3.2.3 The Current Condition of network Marketing
    3.3 The Analysis of brand development of F Company （Based on CBBE model）
        3.3.1 The low brand recognition of F Company
        3.3.2 The low brand recognition of Luxqueena
        3.3.3 The positioning of Pure Skin is not clear
        3.3.4 Summary
Part 4 Case Analysis
    4.1 Analysis of marketing environment of F Company
    4.2 Analysis of cosmetic customers demand
        4.2.1 External factor
        4.2.2 Internal factor
    4.3 Competition analysis
    4.4 The analysis for non-effective establishment of brand equity of F Company
    4.5 Summary
        4.5.1 Brand awareness and recognition is weak
        4.5.2 More brand marketing activities are needed
        4.5.3 F Company should learn how to be a good "storyteller"
        4.5.4 Brand loyalty should be well concerned
Part 5 Recommendation
    5.1 To Create an impressive brand recognition, it is important to find a goodposition for the brand in the market
    5.2 F Company needs to invest a lot of energy in to brand marketing activities.
    5.3 Using the leverage effect of secondary brand association
    5.4 Establishing an effective mechanism of customer feedback
Part 6 Insufficient and Discussion
REFERENCES


【參考文獻】：
期刊論文
[1]中國化妝品行業(yè)競爭分析[J]. 王穎.  經(jīng)營管理者. 2015(05)
[2]品牌理論研究綜述[J]. 李靜,王其榮,陳朝暉.  企業(yè)改革與管理. 2012(11)
[3]如何運用品牌權(quán)益模型創(chuàng)建自主品牌[J]. 何孝德.  商業(yè)時代. 2006(03)
[4]整合品牌 整合行業(yè)?[J]. 劉源遠,鄧波.  中外管理. 2004(04)



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