美加净的品牌复兴策略研究  

Meijiajing’s Brand Revitalization Strategy Research

作　　者：张红艳 杨慧[1] Zhang Hongyan;Yang Hui(School of Business,Sanjiang University,Nanjing 210012,China)

机构地区：[1]三江学院商学院

出　　处：《江苏商论》2019年第12期22-24,共3页Jiangsu Commercial Forum

摘　　要：自2004年以来,美加净通过对市场竞争环境和竞争对手的综合分析,逐步制定了详细的品牌复兴计划,通过品牌整体再建和整改,期望在化妆品市场占据一定份额。本文从品牌定位、品牌形象、品牌传播、品牌延伸这四个方面对美加净的复兴策略进行分析,找出存在问题,并提出优化建议。Since 2004,the United States and Canada have gradually developed a detailed brand revitalization plan through comprehensive analysis of the market competition environment and competitors.Through the overall rebuilding and rectification of the brand,it is expected to occupy a certain share in the cosmetics market.This paper analyzes the rejuvenation strategy of Maxim's net from four aspects:brand positioning,brand image,brand communication and brand extension,find out the problems and propose optimization suggestions.

关 键 词：美加净 品牌复兴 复兴策略 

分 类 号：F713[经济管理—产业经济]