日本株式会社资生堂在中国的品牌营销分析研究 市场营销专业VIP免费

日本株式会社资生堂在中国的品牌营销分析摘要本文研究了资生堂的在华经营，采用理论数据相结合的方法，先简单介绍了资生堂公司的概况和在中国的经营史，后分析其在华经营的宏观和微观环境以及产品、价格、渠道和促销策略，从中总结其成功经营的原因。这些经验对帮助我国民族品牌迈向国际市场，促进民族化妆品产业发展具有重要意义。【关键词】资生堂中国市场品牌营销策略分析AbstractThispaperstudiestheoperatingofShiseidoinChina,usingthemethodofcombiningthetheoreticaldata,firstintroducedtheoverviewofShiseidocompanyandbusinesshistoryinChina,thenanalyzedthemacroandmicroenvironmentofoperatinginChinaaswellasproduct,price,channelandpromotionstrategy,fromwhichthereasonsforitssuccess.TheexperiencetohelpthenationalbrandinChinatowardstheinternationalmarket,promotethedevelopmentofnationalcosmeticsindustryisofgreatsignificance.Keywords:ShiseidoChinesemarketbrandmarketingstrategy目录一、引言··········································································(1)（一）研究背景···················································(1)（二）研究目的和意义··········································(1)（三）文献综述···················································(1)二、日本株式会社资生堂的概况及在中国的发展历程···(2)（一）资生堂公司的概况·······································(2)（二）资生堂在世界的发展状况······························(············································································2)（三）资生堂在中国的发展史·································(············································································3)三、资生堂在中国的营销环境··································(3)（一）中国化妆品市场现状····································(3)（二）宏观环境···················································(4)1.政治···························································(4)2.经济···························································(4)3.人口···························································(6)4.文化···························································(6)5.自然···························································(6)（三）微观环境···················································(7)1.目标顾客·····················································(7)2.竞争对手·····················································(7)四、资生堂的在华营...