摘 要

随着本土经济的发展，我国消费阶层的分化和平均消费能力的大幅提升，人们消费能力的快速增长，对化妆品的需求也增大。消费者新的想法和需求形成使得高端化妆品现行市场前景广阔，当地高端化妆品的需求近年来逐渐上涨。现在的本地化妆品市场，可以说是层出不穷，争相吐艳，不同层次的细分市场呈现出非常不同的竞争局面。在中高端市场上，国外品牌一马当先甚至出现垄断，本地品牌都不温不火，或者是困难重重，尤其是高端化妆品更是大部分被外国大牌垄断。因此，在高端化妆品市场的开发中，各化妆品公司竞争十分激烈。它们一方面大力推动本地化妆品市场的发展，另一方面也大大地加剧了化妆品行业的竞争。 特别是在与普通化妆品市场不同的高端化妆品市场上，市场竞争已经开始具有创新性，而开发有效的营销策略是占领市场的最有效途径。

过去对本土高端化妆品市场的研究都聚焦于对本土高端化妆品营销现状况的分析与销售前景预测，并集中在产品和渠道这两个方面，而从顾客感知的视角分析高端化妆品营销要素的构成及其影响因素，并通过基于4R理论研究的营销策略来促进高端化妆品销售的研究甚少。本文通过案例分析，并依据4R理论，分别从关联、反应、回报、关系四个关键要素对本土高端化妆品的营销策略进行了研究，指出了本土高端化妆品发展的局限和未来应着重关注的方向，望能够为本土高端化妆品的蓬勃发展有所帮助。

关键词：本土高端化妆品；营销策略；4R理论

Abstract

With the development of China's economy, China's consumer class differentiation and the average spending power of a substantial increase，people's spending power increased rapidly and the demand for cosmetics is also growing. The formation of new consumer ideas and demands shows high-end cosmetics has a broad prospects in the domestic market.Local high-end cosmetics rise gradually in recent years . Nowadays the local cosmetics market can be described as a hundred schools of thought contend, different levels of fragmented market show different competition situation.In the high-end market,the phenomenon of some good and some bad mixed appear as foreign brands leading even monopoly,meanwhile some Chinese brands run mediocre, some have difficulties in management.Especially high-end cosmetics is majorly monopolized by foreign brands.Therefore, in the development of high-end cosmetics market,cosmetics companies competitive highly.On the one hand they greatly promoted the development of the domestic cosmetics market, on the other hand they exacerbated the competition between the cosmetics industry brand significantly. Especially different from the market of the ordinary cosmetics,market competition of the high-end cosmetics has begun to be inventive, good marketing strategy is the most effective way to capture market.

In the past, the research on the local high-end cosmetics market is mainly focused on the current situation analysis and prospect forecast. The research on the marketing strategy mainly focuses on the products and channels.Analyzes the composition and influencing factors of the high-end cosmetic marketing elements from the perspective of customer perception and through the 4R theory based on the marketing strategy to promote high-end cosmetics sales research is relatively little. Based on 4R the theory and case analysis, this paper studies the marketing strategies of local high-end cosmetics from four aspects: association, reaction, return and relationship, pointing out the limitations of the development of local high-end cosmetics and the future direction which local high-end cosmetics should focus on , hoping to help the local high-end cosmetics develop vigorously.

Key words: local high-end cosmetics; marketing strategy; 4R theory

目 录

摘要..................................................................................................................................................I

Abstract............................................................................................................................................II

第1章 绪论 1

1.1 选题背景 1

1.2 研究目的及意义 1

1.3 国内外文献综述 1

1.3.1 国外研究现状 1

1.3.2 国内研究现状 2

1.4 研究内容与方法 2

第2章 基本理论综述 3

2.1 化妆品 3

2.2 高端产品 3

2.3 4R理论 4

第3章 本土高端化妆品行业营销现状及存在问题分析 6

3.1 本土高端化妆品营销现状 6

3.2 本土高端化妆品营销存在的问题 7

第4章 本土高端化妆品营销策略研究 7

4.1 基于关联的营销策略研究 8

4.1.1 国际高端化妆品经典关联案例 9

4.1.2 关联营销案例启示 9

4.2 基于反应的营销策略研究 9

4.2.1 国际高端化妆品经典反应案例 10

4.2.2 反应营销案例启示 11

4.3 基于关系的营销策略研究 11

4.3.1 国际高端化妆品经典关系案例 12

4.3.2 关系营销案例启示 13

4.4 基于回报的营销策略研究 13

4.4.1 企业及员工回报 13

4.4.2 顾客回报 14

4.4.3 社会回报 14

第5章 全文总结与展望 15

5.1全文总结 15

5.2 展望 16

参考文献 17

致谢 18

第1章 绪论

1.1 选题背景

自2008年以来，美国公司Bain＆Company每年都发表几十页的高端产品报告。最近该公司与来自意大利的高端品牌行业协会一起公布了第7版。报告用一个短语来概括关于2015年以来高端产品行业的发展：新的正常现象。

新的正常现象表现在许多方面。例如，本土消费者的消费额发生了前所未有的回落，而中国国内市场在滞留不前了四年后第一次增加了4％，本土高端产品消费金额第一次超过游客消费金额。所有的市场迹象表明，高端产品行业的往日规则已经被撬动，新的规则和态势正在取而代之。