兰蔻化妆品在中国的品牌营销策略研究  

Research on Lancôme Cosmetics’Brand Marketing Strategies in China

作　　者：刘淼 LIU Miao(School of Management,Heilongjiang University of Science and Technology Harbin,Heilongjiang 150022)

机构地区：[1]黑龙江科技大学管理学院,黑龙江哈尔滨150022

出　　处：《中国商论》2023年第4期89-91,共3页China Journal of Commerce

摘　　要：市场营销策略对企业可持续性发展至关重要,是企业能够在市场上立足并稳定发展的关键因素。完善有效的营销策略能帮助企业占有足够的市场份额从而提高其市场竞争能力。本文以兰蔻化妆品企业在中国的品牌营销策略为例,对产品策略多元化、销售策略多渠道以及价格策略多样化四方面内容进行具体分析。Marketing strategy is crucial to the sustainability of a company and is a key factor for a company to be able to gain a foothold in the market and develop steadily.Well-developed and ef fective marketing strategies can help a company capture enough market share to improve its market competitiveness.This paper takes Lancôme cosmetics company’s brand marketing strategies in China as an example and specifically analyzes four aspects of the diversification of product strategies,multi-channel sales strategies,and the diversification of price strategies.

关 键 词：兰蔻 中国化妆品市场 品牌营销策略 

分 类 号：F713.8[经济管理—广告]