化妆品品牌管理的研究

对外经济贸易大学硕士学位论文化妆品品牌管理的研究姓名：王鲲申请学位级别：硕士专业：工商管理指导教师：杨宝峰2005040123ABSTRACTTheauthorsummarizesthebrandmanagementofvariouscompaniesincosmeticindustrybyintegratingtheorywiththeadvancedbrandmanagementofwell-knowncosmeticcompanysuchasL’OrealandP&G.Thearticlemaybeveryhelpfulfordomesticcosmeticcompanies.Thepaperinvolvesthreepartsincludingintroductionofbrandandbrandmanagement,howtomanagebrandincosmeticindustryandtheprospectofnationaldomesticcosmeticcompanies.Inchapter1,theauthorintroducesbrandandbrandmanagementtoletreadershavedeeperunderstandingoftheirimportancefromstrategicangle.Inchapter2,theauthormainlyanalyzesbrandmanagementincosmeticindustrytosummarizehowtomanagethecosmeticbrand.Firstlytargetinginsegmentmarket.Secondlycraftingbrandstrategy,lastlyimplementingandexecutingthestrategybydynamicapplicationofmarketingportfoliobasedonphilosophyofcustomerorientation.Inthelastchapter,theauthorusesthemethodofbrandmanagementmentionedinchapter2toanalyzeandsolvetheproblemwhichChinesecosmeticcompaniesarefacing.Keywords:BrandMarketingCosmetics1208021WTOEnergystar1166302112223AmazonJeffBezos3“33”420011371219.6%4175001492%WTO1WTO234~20%567WTO840%9304566[]PhilipKotler10lllll7PhilipKolter911EsteelauderClinqueJackTroutz8812500141314151617101831211[]1920“2847%12”SK-SK-212013SK-13“”1528()29200346016WTO1630OEM3190%3212[]2003.1032001.1242004.1052001.36PhilipKotler(10)2001.872004.381998.5919991020011112131415161718192019982122化妆品品牌管理的研究作者：王鲲学位授予单位：对外经济贸易大学被引用次数：1次本文读者也读过(3条)1.侯景辉我国化妆品营销中的品牌战略[学位论文]20042.范春红隆力奇公司品牌管理的研究[学位论文]20083.李琴.黄娜.LIQin.HUANGNa浅析化妆品企业的品牌管理[期刊论文]-青岛职业技术学院学报2006,19(z1)引证文献(1条)1.刘海宁广州Oklusy化妆品公司营销渠道研究[学位论文]硕士2006本文链接：