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欧莱雅网络营销策划书撰写人：英语094 张莎莎吴玉玲时间：2012年5月30日一、前言L’Oreal Group 欧莱雅集团是《财富》世界500强之一，世界著名化妆品生产厂家，创建于1907年。
历经近一个世纪的努力，欧莱雅已从一个小型家庭企业跃居世界化妆品行业的领头羊。
欧莱雅集团的事业遍及150多个国家和地区，在全球拥有283家分公司及100多个代理商，欧莱雅集团在全球还拥有50,491名员工、42家工厂和500多个优质品牌。
作为全球最大的化妆品集团，欧莱雅在近一个世纪的历程里，不遗余力地为满足世界各国人民对美的追求而奋斗；同样肩负着这一崇高使命，欧莱雅于1997年正式来到中国。
目前其各类化妆品行销全世界，广受欢迎。
除化妆品外，该集团还经营高档消费品，并从事制药和皮肤病研究。
产品有化妆品，染发用品，护肤品，防晒用品，彩妆，淡香水，香水和高档消费品。
现在欧莱雅集团最大的两大股东是欧莱雅品牌创始人的独生女贝当古夫人和雀巢集团。
二、网络市场情况分析（SWOT分析）1、网络市场前景分析欧莱雅集团的产品向来享有很高的质量声誉。
拥有先进的品牌经营战略，销售方式。
欧莱雅拥有先进的专利权，强大的研究团队和技术保证，以及创新能力，这些都为网络营销提供了后备支援。
2、网络市场机会分析随着社会的发展，越来越多的人开始使用网络，这使得开展网络营销的潜力提高，比仅仅是针对追求时尚的年轻人，还可以是中年人，甚至是老年人。
3、网络市场风险分析竞争者的网络营销开展地很不错，而且效果明显，很容易将消费者抢夺过去。
并且，网络消费者的品牌忠诚度不是很高，大部分都会跟随促销活动选择品牌。
而且欧莱雅在低级市场的开发力度明显不足，缺少低端产品种类，这为欧莱雅开展网络营销带来了不少麻烦，使得其网络潜在消费者减少。
4、确定营销目标和战略重点1．提高欧莱雅在消费者中的品牌知名度，而不仅仅是像以前，消费者只知道兰蔻、赫莲娜这些下属的产品品牌，达到让消费者在购买欧莱雅的产品时，不仅熟识产品。
欧莱雅化妆品市场营销策略分析欧莱雅是全球领先的化妆品品牌之一，拥有广泛的产品线，涉及护肤、彩妆、香水等领域。
欧莱雅的市场营销策略是其成功之路的基石。
本文将分析欧莱雅在市场营销方面的策略，并探讨其背后的成功因素。
首先，欧莱雅注重产品研发创新。
欧莱雅通过持续的研发投入，不断推出新品牌和新产品，满足消费者不断变化的需求。
例如，欧莱雅在护肤领域引入了多款护肤产品，如面膜、精华液等，针对不同肌肤问题提供专业解决方案。
这种研发创新帮助欧莱雅保持了其领先地位，并使其产品在市场上具有竞争力。
其次，欧莱雅注重品牌形象和市场定位。
欧莱雅一直将自己定位为高端化妆品品牌，强调品质和科技。
欧莱雅在广告宣传中经常使用名人代言人，如明星和时尚icon，以提高品牌认知度，从而吸引更多消费者。
此外，欧莱雅还注重与时尚界的合作，与一些著名设计师和时尚品牌合作推出限量版产品，吸引潮流消费者的关注。
所有这些努力都有助于巩固欧莱雅在市场上的高端品牌形象。
再次，欧莱雅注重线上线下整合。
随着互联网的发展，线上渠道成为化妆品市场竞争的重要一环。
欧莱雅积极拓展线上销售渠道，并通过自己的官方网站和线上商城提供产品销售和咨询服务。
此外，欧莱雅也注重线下零售渠道的建设，通过与各大百货公司和零售商合作，在各个城市设立专柜和专卖店。
通过线上线下的整合，欧莱雅能够更好地接触消费者，提供全方位的购物体验。
最后，欧莱雅注重社交媒体和口碑营销。
欧莱雅在社交媒体平台上积极传播品牌信息，并与消费者进行互动。
欧莱雅还邀请一些时尚和美妆博主参与产品试用和推广活动，通过他们的影响力扩大品牌口碑。
通过社交媒体和口碑营销，欧莱雅能够更好地赢得消费者的信任和忠诚度。
综上所述，欧莱雅的市场营销策略侧重于产品研发创新、品牌形象和市场定位、线上线下整合以及社交媒体和口碑营销。
这些策略的成功实施使欧莱雅成为全球领先的化妆品品牌之一，并赢得了消费者的信任和喜爱。
继续阐述欧莱雅的市场营销策略，还可以从以下方面展开：1. 以消费者为中心的市场营销策略：欧莱雅了解到消费者对于化妆品的需求和偏好在不断变化，因此将消费者放在市场营销策略的核心地位。
化妆品营销策略论文英文Cosmetic Marketing StrategiesIntroduction:The cosmetic industry is highly competitive, with numerous brands vying for consumer attention and loyalty. In order to succeed in this saturated market, companies need to develop effective marketing strategies that not only attract new customers but also retain existing ones. This paper aims to explore various marketing approaches employed by cosmetic brands to promote their products and increase sales.Product Differentiation:One of the key strategies adopted by cosmetic companies is product differentiation. By focusing on unique product features, brands can stand out from their competitors. This can be achieved through innovation in ingredients, formulation, packaging, or even the overall brand image. For example, some brands offer organic or cruelty-free products, which appeals to environmentally-conscious consumers. Others may focus on natural or herbal ingredients, catering to those seeking safer and healthier options for their skincare or beauty routines.Influencer Marketing:In recent years, influencer marketing has gained significant traction in the cosmetic industry. Brands collaborate with popular social media influencers or celebrities who have a large following to promote their products. Influencers often create content showcasing the application and results of using the cosmetics, which can have a significant impact on consumers' purchasingdecisions. By aligning with well-known personalities and leveraging their influence, cosmetic brands can reach a broader audience and establish credibility for their products.Social Media and Online Presence:Social media platforms have revolutionized the way brands market their products. Cosmetic companies leverage social media platforms such as Instagram, Facebook, YouTube, and TikTok to connect with consumers directly. They create engaging content, provide tutorials, share user-generated content, and run contests to generate interest and engage with their audience. Additionally, brands invest in search engine optimization (SEO) and online advertising to improve their visibility and drive traffic to their websites, leading to increased sales.Personalization and Customization:Personalization and customization have become integral to modern marketing strategies in the cosmetic industry. Many brands now offer personalized products or services to cater to individual preferences. For instance, companies provide online quizzes or consultations to understand customers' specific skincare concerns and then recommend tailored products accordingly. Customization can also be seen in personalized packaging, where customers can have their name or initials printed on the product packaging. These personal touches help create a unique and memorable experience for customers, fostering brand loyalty.Brand Values and Storytelling:Consumers today are increasingly conscious of the values and ethics behind the brands they support. Cosmetic companies thatalign themselves with certain values, such as sustainability, inclusivity, or social causes, have an advantage in capturing consumers' attention. By effectively communicating their brand values and telling compelling stories, companies can create emotional connections with consumers. This can result in increased brand loyalty as customers feel a deeper connection to the brand beyond just the products.Conclusion:In conclusion, cosmetic companies employ various marketing strategies to promote and sell their products. These strategies include product differentiation, influencer marketing, social media presence, personalization, and brand storytelling. By embracing these strategies and adapting to consumer preferences, cosmetic brands can effectively capture consumer attention and build long-lasting relationships with their target market. It is essential for companies to continually innovate and evolve their marketing strategies to stay relevant in this competitive industry.。
编辑本段集团简介欧莱雅集团是世界著名的化妆品生产厂商,创立于1909年。
现在的各类化妆品畅销全世界,广受欢迎。
除化妆品以外,该集团还经营高档的消费品,并从事制药和皮肤病研究。
化妆品,染发用具,护肤品,防晒用品,彩妆,淡香水和香水,皮肤病研究,制药,高档消费品品牌: L'Oreal - Maybelline - Lancome - Drakkar Dynamik - Retinol Re-Pulp (BIOTHERM) - Neutralia - Color Riche - Reverie - Sublime Finish - Rouge Chromatic - VICHY - KERASTASE欧莱雅在中国的商务始于1966年设立在香港的经销处。
事实上，该公司1933年就曾对广州、上海、北京等大城市进行过市场调查。
1996年，欧莱雅公司和苏州医学院合作成立了苏州欧莱雅有限公司,同年又在苏州建立了第一家化妆品生产厂家,专门生产美宝莲(Maybelline)系列产品。
两年后,第二家生产厂家在苏州建立,生产巴黎欧莱雅(L'Oreal Paris)系列产品。
1997年，欧莱雅公司在上海创办了中国总代表处,负责在中国经销欧莱雅公司各类产品,目前已在50多个城市开办了几百个销售点。
2003年12月10日，欧莱雅中国以一个对外保密的价格，全资拿下了与之谈判4年的“小护士”品牌。
所获包括“小护士”品牌、除了创始人李志达之外的所有管理团队、所有销售网点以及位于湖北省宜昌一生产基地等。
欧莱雅的中国此举，是为了借助一个我国本土成熟低端品牌，完善其在中国竭力打造的品牌金字塔的塔基部分。
时间2004年1月26日下午，欧莱雅集团宣布已经和科蒂集团签定协议，收购其旗下的品牌羽西。
欧莱雅公司邀请了华裔电影明星巩俐作为其在大中华区的形象代表，成功打开中国市场。
编辑本段官方网址 编辑本段旗下品牌顶级品牌：HR(赫莲娜)是旗舰产品。
香水营销策划方案英语Executive Summary:This marketing plan outlines a strategy to promote a new perfume brand in the international market. The focus will be on creating a unique brand image, targeting specific customer segments, and implementing effective marketing tactics to generate brand awareness and drive sales. The perfume brand aims to position itself as a luxurious and sophisticated fragrance for both men and women.1. Situation Analysis:1.1 Market Overview:The global perfume industry is a multi-billion-dollar market with significant growth potential. Consumers around the world have a strong desire for personal fragrance products, making it a highly competitive market. The key players in the industry are established brands with strong brand equity and customer loyalty.1.2 Company Overview:Our company is a newly-established perfume brand that aims to disrupt the market with unique and high-quality fragrances. Our team consists of experienced perfumers and marketers who understand the industry, consumer preferences, and current market trends.1.3 SWOT Analysis:Strengths:- Unique and high-quality fragrance formulations.- Experienced team of perfumers and marketers.- Strong brand vision and positioning.Weaknesses:- Lack of brand awareness in the market.- Limited distribution channels.- Initial financial constraints.Opportunities:- Increasing global demand for luxury fragrance products.- Growing emerging markets with untapped potential.- Online retail platforms for broader reach.Threats:- Strong competition from established brands.- Economic downturn affecting consumer spending.- Counterfeit products.2. Marketing Objectives:2.1 Brand Awareness:- Increase brand awareness by 30% within the first year of launch through effective marketing communications.- Establish the brand as a luxury fragrance option for both men and women.2.2 Market Penetration:- Achieve a 10% market share within the target consumer segments by the end of the second year.- Increase sales volume by 20% annually.2.3 Customer Loyalty:- Build a loyal customer base by offering exclusive discounts, promotions, and rewards programs.- Increase customer retention by 15% per year.3. Target Market:The perfume brand will target two primary customer segments:3.1 Millennials:- Age: 18-34 years- Characteristics: Fashion-conscious, tech-savvy, experimental, socially conscious- Motivations: Self-expression, uniqueness, personal branding3.2 Affluent Adults:- Age: 35-55 years- Characteristics: Sophisticated, distinguished, financially stable- Motivations: Luxury, elegance, status symbol4. Marketing Strategy:4.1 Brand Positioning:- Position the perfume brand as a luxury fragrance option for individuals who appreciate sophistication and elegance.- Emphasize the unique scent compositions and high-quality ingredients used in the fragrance.4.2 Brand Name and Logo:- Develop a brand name that reflects the essence and vision of the fragrance.- Create a distinctive and visually appealing logo that represents the brand's identity.4.3 Product Strategy:- Develop a range of fragrances for both men and women, offering a variety of scent profiles to cater to diverse preferences.- Highlight the use of premium ingredients and the craftsmanship of skilled perfumers.4.4 Pricing Strategy:- Adopt a premium pricing strategy to position the perfume brand as a luxury product.- Offer special bundles and discounts during the initial launch phase to attract price-sensitive consumers.4.5 Distribution Strategy:- Initially, focus on exclusive partnerships with luxury department stores and high-end boutique perfume retailers.- Explore online retail platforms and social media channels for broader reach and accessibility.4.6 Marketing Communications:- Utilize digital marketing channels such as social media, influencers, and online advertising to create brand awareness and engage with the target audience.- Collaborate with fashion brands and influencers for product placements and endorsements.4.7 Public Relations:- Organize press releases and media events to generate publicity and raise brand visibility.- Participate in renowned industry exhibitions and trade shows to showcase the brand's offerings.5. Marketing Tactics:5.1 Social Media Marketing:- Develop a strong presence on popular social media platforms such as Instagram, Facebook, and Twitter.- Regularly post high-quality visual content, engaging captions, and behind-the-scenes footage to captivate the target audience.5.2 Influencer Marketing:- Collaborate with fashion and lifestyle influencers to promote the perfume brand through sponsored content and product placements.- Leverage influencers' large and engaged follower base to generate brand awareness and drive sales.5.3 Online Advertising:- Utilize targeted online advertising campaigns to reach the desired customer segments.- Display ads on relevant websites, search engines, and social media platforms.5.4 Public Relations:- Develop relationships with beauty and lifestyle editors, bloggers, and influencers to secure features and reviews in popular publications.- Arrange media interviews and press releases to generate publicity.5.5 Product Launch Events:- Organize exclusive product launch events in key markets to create buzz and generate media coverage.- Invite industry influencers, media representatives, and potential customers to experience the fragrance firsthand.6. Budget and Evaluation:6.1 Budget Allocation:- Marketing and advertising: 50%- Product development and production: 30%- Distribution and logistics: 10%- Public relations and events: 10%6.2 Evaluation Metrics:- Brand awareness: Measure through surveys, social media engagement, and website traffic. - Sales volume: Track through point-of-sale systems and online sales platforms.- Customer loyalty: Monitor through customer retention rates and repeat purchase behavior.7. Conclusion:This marketing plan outlines a comprehensive strategy to introduce and promote a new perfume brand globally. By leveraging strong brand positioning, effective marketing tactics, and targeted customer segmentation, the perfume brand aims to establish itself as a luxury fragrance option for discerning consumers. Continuous evaluation and adjustment of the marketing strategies will be crucial to ensure success in the competitive and dynamic perfume industry.。
欧莱雅洗发水市场营销策划书一. 执行概要和目的(一)企业简介欧莱雅是世界化妆品行业的领先者，它的销售业绩在全球范围内稳步增长。
迄今为止，欧莱雅在亚洲国家的发展势头依然迅猛，其最大动力正是来源于它把亚洲市场作为今后数年扩展的目标。
欧莱雅的中国之行始于香港，早在1966年就通过一家名为ScentalLtd.的经销办事处销售产品。
当时，这个公司的主要业务是将兰蔻(Lancome)和GuyLarches品牌的产品推销到化妆品专卖店、百货商场和各类免税商店。
1979年，ScentalLtd.成为其全资子公司，同时将其业务拓展到护发产品，并建立广泛的市场渠道。
1993年初，欧莱雅向进军中国广阔市场迈出了重要一步，一支由中国人组成的致力于开拓大陆市场的队伍正式在香港成立，为尽快了解和把握中国市场，欧莱雅首先在广州、上海、北京三大城市设立形象柜台。
在成功收购了美宝莲品牌之后，欧莱雅不仅要扩大它全球市场的产品线，还取得了全面进入中国市场的机会。
通过美宝莲的销售渠道，欧莱雅迅速渗透了中国化妆品市场。
至2000年，欧莱雅在中国50多个大城市成立了870家专卖店，聘用了2000名专业美容顾问，并成功推广了欧莱雅、美宝莲、兰蔻、薇姿四个品牌。
在此之后，欧莱雅又耗资3000万美元在苏州新加坡工业园区建造了分工厂。
新工厂将从事染发剂、粉底、睫毛膏和指甲油的生产，其生产能力将达到2000万套，并向全球市场供货。
(二)策划目的在中国市场安营扎寨13年后，欧莱雅集团准备将营销触角伸向更宽广的领域。
欧莱雅(中国)总裁盖保罗表示，目前，欧莱雅在中国已经进入了护肤、化妆各个领域，覆盖了百货商店、超市、大卖场、免税商店、发廊等全方位的销售渠道。
但是在洗发产品这一块欧莱雅一直保持缄默，而今，欧莱雅正准备在中国将加大洗发产品的营销力度。
此次进入大众洗发水市场，预期市场销售额“巨大”，欧莱雅的策略是在审慎同时“大笔投入”，“一炮打响”，在市场上“赢得一个体面的位置”。
巴黎欧莱雅的市场营销分析根据老师的要求，我们锁定L‘OrｅａｌGrｏｕｐ欧莱雅集团这个《财富》世界５00强之一,世界著名化妆品生产厂家。
现在欧莱雅已从一个小型家庭企业跃居世界化妆品行业的领头羊.是成功的典范。
下面我们做出了具体分析。
按照营销里的专用分析法SＷOT和PEST来做出了一系列说明.首先，营销里经常提到的SWＯＴ分析法中,S也就是Ｓｔerngt （优势);１：产品品牌形象好，知名度高,品牌价值高.欧莱雅集团的事业遍及150多个国家和地区，在全球拥有283家分公司及1０0多个代理商,欧莱雅集团在全球还拥有5０，49１名员工、42家工厂和50０多个优质品牌。
同时除化妆品外,该集团还经营高档消费品，并从事制药和皮肤病研究。
产品有化妆品,染发用品,护肤品，防晒用品,彩妆，淡香水,香水和高档消费品。
现在欧莱雅集团最大的两大股东是欧莱雅品牌创始人的独生女贝当古夫人和雀巢集团。
这个是一个市场的覆盖、品牌的多样性增加了消费人群，同时遍布各个国家和地区也进一步打开了市场让更多的人来看到并且来使用,觉得这个很重要,品牌的知名度和推广加大了它的成功．2:巴黎欧莱雅品牌很多，但是很有针对性。
例如：美发是用卡诗、欧莱雅；药妆:薇姿、理肤泉等等。
他们有着金字塔一样的品牌结构,这样对于顾客来说很方便,很清楚的就可以了解到它的用途,从而带来了更多的消费群体.3:产品的质量和研发技能强。
从它的产品的质量、功能、款式、品牌、包装那又是一大卖点;价格适中;好的广告宣传;利用新闻宣传媒体的力量;和政府建立良好关系；建立合适的销售渠道。
其竞争的主要优势集中在产品的研发上，对于欧莱雅集团建立了自己的研发中心,其研发能力一直保持领先的地位.4:客户管理及服务质量好。
欧莱雅在日化行业中高档市场中处于领导地位.它不但拥有大量的消费群体,而且在服务方面积累了丰富的经验,尤其在专柜服务质量方面想象好,覆盖面广,为消费者接收到优质的服务提供了很好的硬件支持。
