文档介绍：毕业论文(2011 届)欧诗漫化妆品品牌推广策略研究摘要随着经济的不断发展, 近几年来我国化妆品市场始终保持着快速增长,并且成为仅次于日本和美国的第三大化妆品消费市场。一个品牌想要在错综复杂的市场上站稳脚跟,品牌推广起着至关重要的作用。但是,我国众多本土化妆品企业在品牌推广中还存在一系列的问题,影响了我国本土化妆品企业的发展。欧诗漫化妆品是一个典型的本土化妆品品牌, 在短短的几年时间里,欧诗漫化妆品凭借着广告推广、营销推广、公关推广等一系列品牌推广策略, 使其品牌迅速得到了提升。在一系列品牌推广的措施下, 欧诗漫化妆品虽然取得了辉煌的成就, 但还是存在产品结构单一、广告推广过于拘泥、营销推广不够健全、公关推广存在缺陷等问题。本文在对品牌及营销理论回顾的基础上,通过实地调研考察、访谈等方式, 系统性的研究了欧诗漫化妆品品牌推广策略及其存在的问题, 并从完善产品结构、引入新型广告推广形式、健全营销推广和提高公关推广能力等方面为其提出了一些意见与建议,对我国本土化妆品企业的发展具有一定的启发和促进作用。关键词:品牌推广;欧诗漫化妆品;本土化 Abstract With the development ofeconomic, China ’scosmetics market has maintained arapid growth and e the third largest cosmetics consumer market inthe world next toJapan and the United States. Ifabrand wants togain afirm foothold plex market, branding plays avery important role. However, many local panies inour country still has anumber ofproblems inbranding that affect the development oflocal panies. OSM cosmetics isatypical local cosmetics brand and its brand has been enhanced quickly injust afew years time with cosmetics advertising, marketing, public relations and oseries ofbrand promotion strategy. In aseries ofmeasures topromote the brand, OSM cosmetic has received brilliant achievements, but the product structure istoo single, the form ofadvertising istoo stickle, limited ofmarketing, public relations is not perfect and some other problems are existed. This article isbased onthe review ofthe brand and marketing theories, through field investigations and studies interviews, systematic studies ofOSM cosmetics brand promotion strategy and its problems, suggestions has been put forward aimed atproduct structure, communication range, advertising and itwill help promote the local panies. Keywords: brand promotion; OSM cosmetics; panies 目录 1导论研究背景研究意义研究框架和内容 2 2品牌推广相关理论概述 3 品牌推广的相关定义 3 品牌推广的方式 3 品牌推广的意义 4 3化妆品行业现状分析化妆品市场现状分析 5 规模持续增长,消费水平稳步提升 5 护肤品占主导,其它功能性产品崛起 6 化妆品市场供求关系分析 7 卖方市场分析卖方市场分析 7 化妆品市场发展趋势 7 产品年龄多层次化发展 7 男性