英语翻译欧莱雅公司的多品牌战略研究摘要如今各行业都争相采取多品牌策略以应对日益激烈的市场竞争,尤其在化妆品领域.欧莱雅、

英语翻译
欧莱雅公司的多品牌战略研究
摘要
如今各行业都争相采取多品牌策略以应对日益激烈的市场竞争,尤其在化妆品领域.欧莱雅、宝洁、联合利华、强生、雅诗兰黛等公司都采用了多品牌策略.品牌并购是企业扩充品牌规模的常用手段.
本文结合时代背景,以欧莱雅公司的多品牌策略为例,分析了其多品牌策略的现状,对欧莱雅多品牌策略的成败进行了详细的分析,并突出品牌并购对欧莱雅多品牌策略成功实施的战略意义.
本文总结了欧莱雅多品牌策略超越竞争对手的五大成功之处：独立的品牌经营模式、全方位的品牌管理模式、产品配方和创新的转移利用、关注多元文化和品牌重新定位；提出欧莱雅多品牌策略的两大不足之处：市场细分有待完善及品牌收购的双刃剑效应.从企业角度提出欧莱雅多品牌策略现有问题；锁定中国市场,为欧莱雅中国的多品牌策略提出相应改进方案,包括对中国市场趋势的分析、品牌组合的扩充、营销策略的调整以及对于品牌并购的建议.最后,总结了本次研究的创新点及对本土化妆品企业的借鉴意义.
关键词：化妆品多品牌经营；欧莱雅集团；多品牌策略
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The company more brand strategy loreal research
abstract
Now various industries are scrambling to take more brand strategies to deal with increasingly fierce competition in the market,especially in the cosmetics industry.Europe lai,p&g,unilever,Johnson &johnson,estee lauder companies such as all use more brand strategy.Brand acquisition is enterprise expansion of the size of the brand commonly used method.
Combining with The Times background,the more brand strategy loreal company as an example,this paper analyzes the present situation of its brand strategy,brand strategy to Europe lai the success or failure of the more detailed analysis,and outstanding brand of m&a more successful implementation of brand strategy loreal of strategic significance.
This paper summarizes the loreal more brand strategy beyond competitor five successful place:independent brand management mode,full range of brand management mode,product formulas and the transfer of innovation of attention,multicultural and brand back positioning; Many of the brand strategy proposed loreal two big deficiency:the market segment remain to be improved and brand takeover of the double-edged sword effect.From the Angle of enterprises more brand strategy proposed loreal current problem; The Chinese market,as China's more brand strategy loreal put forward corresponding improvement plan,including the Chinese market trend analysis,brand of combination of expansion,marketing strategy adjustment and the Suggestions to brand mergers and acquisitions.Finally,summarizes the research of innovations and to local cosmetics enterprise for reference.