本科毕业设计-简析自然堂的品牌发展之路VIP专享

AbstractSelf China adds WTO, every big cosmetic brands march towards our country marketplace abroad; Chinese cosmetics market competition forms foreign capital leading factor aspect, China-foreign brand competition is fierce. In March, 2001, the hall appears in the market formally, get through 9 years naturally, become Chinese local territory gleam of brand, can not advance side by side with foreign capital brand but all the time. The SWOT analysis law the main body of a book is applied analyses the natural hall having problem at present, and is tied in wedlock at present Chinese cosmetics marketplace current situation, the tactics applying SO , WO , ST , WT is the inferior position depending on inside advantage , making use of the outside chance and making up the inside; Make use of inside advantage to cut down inside inferior position at the same time , evade the method that the outside threatens suggesting that the brand develops tactics.Key Words：Cosmetic industry, Domestic brands, ZIRANTANG, SWOT, Brand Development1. 本土品牌自然堂概述自然堂是国内伽蓝国际美容集团旗下的两大主力品牌之一。伽蓝国际美容集团是目前中国规模最大、实力最强、最具进展潜质的美容化妆品企业之一，旗下拥有美素、自然堂、雅格丽白、冰美人、路易维娜、医婷、医丽、东方元素等众多知名品牌，是集科研、生产、销售为一体，日化线、专业线并存的本土大型化妆品企业。集团旗下拥有 1 家专业讨论所和 5 家化妆品生产工厂及 12 家化妆品营销公司。目前集团在全国已经进展各类加盟连锁店 12000 多家，商场专柜 500 多个，代理商 200 多个，从业人员 4 万多人。2001 年五月，伽蓝国际美容集团在上海博览会上正式推出日化线品牌——自然堂，“自然堂”名字一炮打响。2.中国化妆品行业现状2.1 市场消费结构在化妆品市场中，通常收入的高低和年龄的不同会影响人们对护肤品的选择，一般来说收入和年龄高的人会选择高端产品，这样就将化妆品市场划分成高、中、低端三部分。从中国加入 W...