王蕗。欧莱雅营销策略研究.doc

欧莱雅的营销策略研究 作者姓名: 王 璐 专业名称: 工商管理 指导老师: 唐 剑 摘要 在市场竞争日益加剧的今天，市场营销对一个企业的重要性是不言而遇的，市场营销是连接市场和企业的桥梁与纽带，企业将面临着国际国内经营环境的深刻变化,如:经济全球化高度信息化知识经济的到来世界性的产品过剩价格滑坡全球范围的环境保护运动及绿色消费运动的兴起等等。因此可以说,市场营销已经成为决定中国企业命运的重要因素,甚至有人提出:营销就是企业的灵魂和未来。由此可见,认真探索和研究中国企业在新世纪市场营销的发展方向,具有非常重要的现实意义和战略意义Today intensifies day by day which in the market competition, the marketing which is does not say to an enterprises importance meets is the modern commodity economy development product, is connects the market and enterprises bridge and the link, is enterprises key forces. Will join the WTO enterprise along with China to face the international domestic management environment profound change, for example: Economical globalization; Elevation information; Knowledge economy arrival; World product too much, price landslide; Global scope environmental protection movement and green expense movement starting; . Therefore may say, the marketing already became decides the Chinese enterprise destiny the important attribute, even some people proposed that, The marketing will be enterprises soul and the future. Thus it can be seen, earnestly explores and studies the Chinese enterprise in the new century marketing development direction, has the count for much practical significance and the strategic sense. L`OREAL the group is the world biggest cosmetics company, it has obtained the huge success in the market marketing aspect, therefore has the place which many is worth us studying How L`OREAL does the group succeed enters the Chinese market, how also bases in the Chinese market? I thought this the market localization and the product which succeeds with L`OREAL subdivide is cannot separate, it from variously meets the people different need. The marketing to an enterprise said extremely importantly, any enterprise all needs to have suits this enterprise marketing strategy. The paper main content is through to L`OREAL companys research, analyzes the marketing to an enterprises importance; Analyzes the Chinese cosme