资生堂在中国的市场营销策略分析

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资生堂在中国的市场营销策略分析
目 录
目 录..................................................................................................................................1
摘 要..................................................................................................................................1
第一章 中国化妆品市场的营销策略分析...........................................................................3
第二章 资生堂公司概况.....................................................................................................5
2.1 资生堂公司现状.....................................................................................................5
2.2 资生堂公司发展历程..............................................................................................5
第三章 资生堂在中国市场的营销策略分析........................................................................7
3.1 资生堂在中国战略目标..........................................................................................7
3.2 资生堂在中国的营销策略分析...............................................................................7
第四章 资生堂在中国发展签约专卖店渠道策略分析.........................................................9
4.1 在中国签约专卖店渠道原因分析...........................................................................9
4.2 签约专卖店渠道策略风险及挑战分析....................................................................9
第五章 资生堂在中国的营销策略改进建议......................................................................11
5.1 调适签约专卖店渠道策略.....................................................................................11
5.2 调整签约专卖店渠道价格策略.............................................................................11
5.3 对签约专卖店渠道成员制度化培训......................................................................11
5.4 促进签约专卖店销售额的增长.............................................................................12
结 论................................................................................................................................13
参考文献...........................................................................................................................14
Contents..............................................................................................................................1
Abstract...............................................................................................................................1
 Chart 1 Analysis on marketing strategy of China's cosmetics market .....................................3
Chart 2 Shiseido Company overvie....................................................................................... 5
2.1 Shiseido Company status quo...................................................................................5
2.2 Shiseido Company developing history......................................................................5
1

 Chart 3Analysis on Shiseido's marketing strategy in the Chinese market ................................7
3.1 Shiseido’s strategic goals in China...........................................................................7
3.2 Analysis on Shiseido's marketing strategy in China ...................................................7
  C h a r t   4  A n a l y s i s   o n  S h i s e i d o ’ s   d e v e l o p i n g   s i g n e d - s t o r e   c h a n n e l s   s t r a t e g y   i n
China...........................................................................................................................9
4.1 Analysis on the reasons of Shiseido’s signed-store channels in China, .......................9
4.2 Analysis on the risks and challenges of signed-store channels strategy .......................9
  C h a r t   5  S u g g e s t i o n s   f o r   t h e   i m p r o v e m e n t   o f   S h i s e i d o ' s   m a r k e t i n g   s t r a t e g y   i n
China..........................................................................................................................11
5.1 Adjustment for signed-store channels strategy........................................................11
5.2 Adjust the contract price atrategy signed-store channels ..........................................11
5 . 3  I n s t i t u t i o n a l i z a t i o n a l   t r a i n i n g   o n   t h e   m e m b e r s   o f   s i g n e d - s t o r e
channels.....................................................................................................................11
5.4 Improvement of sales amount of signed-stores........................................................12
Conclusion.........................................................................................................................13
Reference..........................................................................................................................14
摘 要
近年来，跨国化妆品公司的不断涌入中国市场，让化妆品市场竞争变得更加
激烈。他们不仅在高端产品上占据优势，还把眼光放在中低端市场上，倚仗资本
和品牌优势，通过对国内品牌的并购整合，不断向国内中低端市场渗透，这不仅
仅是对中国本土化妆品企业以中低端市场渠道优势是一个重创。也给跨国化妆品
公司进入中国市场带来一定的压力。本论文通过对国际著名化妆品公司日本资生
堂在中国的市场营销策略，主要针对资生堂在中国签约专卖店渠道策略进行分析
希望能够对该公司提出一些建设性意见，同时也为中国化妆品企业拓展二三级市
场渠道提供些思路和建设性营销策略。
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资生堂在中国的市场营销策略分析目录目录..................................................................................................................................1摘要..................................................................................................................................1第一章中国化妆品市场的营销策略分析...

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