化妆品品牌的多品牌结构策略比较研究——以资生堂和上海家化为例  

Comparative Study of Multi-brand Structure Strategy for Cosmetic Brand Taking Shiseido and Shanghai Jahwa as Examples

作　　者：石莲枢 张傲雪[1] 蔡雨洋 

机构地区：[1]北京工商大学艺术与传媒学院,北京100048

出　　处：《现代广告》2017年第12期4-14,共11页Modern Advertising

摘　　要：在化妆品市场蓬勃发展的环境下，产品细分化进程加快，多品牌结构优化成为品牌发展的应有之义。基于此趋势，本文以多品牌结构为切入点，选取在多品牌结构策略中具有典型性的国际品牌“资生堂”和国内品牌“上海家化”。通过比较两个企业的品牌结构、品牌延伸和品牌策略，分析总结出“资生堂模式”和“上海家化模式”，并提炼出品牌结构优化的三原则，希望为本土化妆品品牌根据自身的发展状况选择合适的品牌结构优化策略提供借鉴。With the booming development of cosmetic market, the progress of product segmentation has been accelerating. Consequently, multi-brand Structure Optimization has inevitably become a significant part of brand development. Based on this trend, with multi-brand structure as the breakthrough point, the paper selected the strategy of the brand structure of typical international and domestic brand ＂Shiseido＂ and ＂Shanghai Jahwa＂. By comparing the two enterprise＇ brand structure, brand extension and brand strategy, the paper summed up the ＂Shiseido mode＂ and ＂Shanghai Jahwa model＂, and extracted three principles in optimizing the structure of the brand. We hope these will be useful for the development of local cosmetics brand to choose the appropriate brand structure optimization strategy.

关 键 词：本土化妆品 多品牌结构 品牌延伸 品牌策略 

分 类 号：F724.2[经济管理—产业经济]