题 目：薇诺娜品牌推广探析I摘要摘要在科技日新月异互联网覆盖全球的社会，公众的观念也不更新，关注自己的外在形象不再局限于女性，因而化妆品作为新兴的行业高速发展。国内化妆品品牌化是国内化妆品的必经之路。中国品牌意识逐渐觉醒，无论大型企业或是中小企业都为在激烈角逐的市场占有一席之地而塑造、推广、传播自己的品牌，化妆品品牌的推广也应随这份潮流走向大众的眼中。本文搜集相关材料、实地考察、调查问卷等方式的基础上，结合品牌推广行销方面的知识和化妆品行业的发展状况对薇诺娜品牌营销现状进行分析。发现薇诺娜产品定位有差异，推广方式不合理，促销方式落后。薇诺娜作为国内化妆品的品牌面对信息纷杂，数据飞速流通的网络时代必须加快自身品牌的推广，让消费者记住自己的特点与亮点，才能在市场竞争中取得优势。关键词：品牌推广；营销策略；薇诺娜IIABSTRACTABSTRACTWith the rapid development of science and technology, the Internet covers the global society, and the public's concept is constantly updated. The attention to their external image is no longer limited to women, so cosmetics as a new industry develops rapidly. The branding of domestic cosmetics is the only way for domestic cosmetics. China's brand awareness is gradually awakening. No matter large-scale enterprises or small and medium-sized enterprises shape, promote and spread their own brands in order to occupy a place in the fierce competition market. The promotion of cosmetics brand should also go to the eyes of the public with this trend.Based on the collection of relevant materials, on-the-spot investigation, questionnaire and other methods, combined with the knowledge of brand promotion and marketing and the development of cosmetics industry, this paper analyzes the current situation of Winona brand marketing. It is found that there are differences in product positioning, unreasonable promotion methods and backward promotion methods of Winona. As a domestic cosmetics brand, Wino...
