跨国化妆品企业在中国本土化战略研究——以雅诗兰黛公司为例学摘要伴随着经济的迅猛发展以及社会的显著进步，民众在化妆品方面的消费快速提升，并且推动国内市场成为当前全球规模最大的化妆品新兴市场。目前作为极具消费潜力的中国市场已经引来世界众多发达国家的关注以及重视，因此中国化妆品行业开始面临着严峻的竞争形势。随着全球化经济的快速发展，雅诗兰黛的发展得到进一步提高，旗下各类产品的销量遥遥领先，甚至遍布世界各地，逐渐发展成为全球经济市场重要的生产商和销售商自进入中国市场以来，雅诗兰黛公司虽然取得了不错的成绩，但是随着跨国化妆品竞争愈来愈激烈，雅诗兰黛在华的本土化战略需要不断改善以及提高。本文首先对跨国公司以及本土化的基本内容进行详细阐述，其次综合分析跨国公司实施本土化战略必要性和主要形式，概述了跨国化妆品企业在华发展的特点及存在的问题。并以雅诗兰黛公司在华本土化战略分析为重点，从资源配置、降低成本、开拓市场三个角度分析了雅诗兰黛公司在华本土化的动因，认为其当前的本土化战略存在着品牌形象有待提升、渠道下沉力度欠佳、定价市场考虑欠缺等问题，建议其从产品、营销、人力资源等角度进一步优化在华本土化策略。最后，本文根据雅诗兰黛公司在华本土化的发展提出了针对跨国化妆品企业在华本土化的三点启示，希望本文的研究能够为大型跨国化妆品公司在华本土化的推进提供若干有益的参考。关键词：跨国公司本土化化妆品AbstractWiththerapiddevelopmentoftheeconomyandtheremarkableprogressofthesociety,theconsumptionofthepeopleincosmeticshasimprovedrapidly,andthedomesticmarkethasbecomethelargestemergingmarketofcosmeticsintheworld.ThefamouscosmeticscompaniesintheUS,Britain,France,JapanandKoreaareallconcernedaboutthehugeChinesemarket.Therefore,thecompetitionamongthetransnationalcosmeticsenterprisesintheChinesemarketisbecomingincreasinglyfierce.EsteeLauderCoistheworld'sleadingdailychemicalmanufactureranddistributor.Itproducesandsellshigh-qualityskincare,makeup,perfumeandhaircareproducts,anditsproductsaresoldinmorethan130countriesandregionsallovertheworld.SinceenteringtheChinesemarket,EsteeLauderCohasachievedgoodresults,butwiththeincreasinglyfiercecompetitionintransnationalcosmetics,EsteeLauder'slocalizationstrategyinChinaisalsoinurgentneedofimprovement.Basedontheconceptofmultinationalcorporationsandlocalizationstrategy,thispapersummarizesthenecessityandmainformsoflocalizationstrategyofmultinationalcompanies,summarizesthedevelopmentandcharacteristicsoftransnationalcosmeticenterprisesinChina,andanalyzestheexistingproblems.AndtotheEsteeLauderCointheChineselocalizationstrategyanalysisasthefocus,fromtheallocationofresources,reducethecostandexpandthemarketthreeaspectsanalyzesthemotivationofEsteeLauderColocalizationinChina,believesthatthecurrentexistenceoflocalizationstrategyofbrandimageneedstobeimproved,thechannelsinkisnotenough,considerissuessuchaslackofmarketpricing,thesuggestionfromtheproduct,marketing,humanresourcespointofviewtofurtheroptimizethelocalizationstrategyinchina.Finally,accordingtothedevelopmentofEsteeLauderColocalizationinChina,thispaperputsforwardthreeenlightenmentsforlocalizationoftransnationalcosmeticsenterprisesinChina,hopingthatthisresearchcanprovidesomeusefulreferencesforthepromotionoflocalizationoflargemultinationalcosmeticscompaniesinChina.Keywords:multinationalcompanieslocalizationcosmetic目录1绪论.............................................................11.1研究背景.................................................................................................................11.2研究意义和内容..............
