本科论文 Mac 中国市场营销策略研究摘 要随着中国高端化妆品市场的不断扩大，越来越多的国际品牌齐聚一堂，抢占这一高端市场，市场竞争也越来越激烈。同时，随着互联网的双重背景和越来越多的年轻消费者群体，越来越多的营销模式出现，例如微博营销，搜索引擎营销和社交媒体营销。作为享誉全球的品牌，雅诗兰黛如何在这种双重经验下如何在中国市场上占有一席之地，以及如何为潜在客户适当推广产品已成为一个思考问题。随着国际巨头的加入，中国化妆品市场的竞争变得越来越激烈，尤其是在几乎被外国品牌占领的中高端市场。通过对 Mac 的营销策略进行分析和研究，使其适应中国化妆品市场的未来发展，对提升 Mac 的市场竞争力具有实际的作用。通过分析 Mac 公司的成功经验和不足，对国内其他化妆品公司也有一定的借鉴意义。关键词：Mac；化妆品市场；营销策略本科论文AbstractWith the continuous expansion of China's high-end cosmetics market, more and more international brands are gathering to seize this high-end market and the market competition is becoming more and more fierce. At the same time, with the dual background of the Internet and more and more young consumers, more and more marketing modes appear, such as microblog marketing, search engine marketing and social media marketing. As a world-renowned brand, how Estee Lauder has a place in the Chinese market under this dual experience and how to properly promote products for potential customers has become a question of thought. With the accession of international giants, the competition in China's cosmetics market has become more and more fierce, especially in the middle and high-end markets that are almost occupied by foreign brands. Through the analysis and research of Mac's marketing strategy, it can adapt to the future development of China's cosmetics market and play a practical role in improving Mac's market competitiveness. Through the analysis of Mac's successful experience and shortcomings, ...
