The Analysis Of L'Oreal's Brand Marketing Strategy And Tactics In China

In the 21st century, the global competition era of brand internationalization has come, so the enterprise who wants to have the superiority in the competition, must pay attention on the brand marketing work. The brand, as the important method in the marketing activity, distinguishes its products in the competition out of the ordinary, and makes a profit in the medium and long-term of management process. The brand has become the significant factor for enterprise in the fierce competition particular in the homogenization time.This paper mainly studies on the brand marketing strategy and tactics of the No.1 global cosmetics enterprise -- L'Oreal's. It summarizes and analyzes its success of brand management to puts forward the corresponding improvement proposal. It is significant for native cosmetics enterprise's brand construction.The frame of the paper is as follows:First, it analyzes the cosmetics industry brand competition pattern. With the PEST environment analysis model, it studies on the present cosmetics profession development condition, and the brand competition condition as well as L'Oreal's brand management condition.Second, it studies on L'Oreal's brand marketing strategy planning and tactics implementation. According to the characteristics of cosmetic industry and the advantages and disadvantages of multi-brand, it studies on L'Oreal's brand construction, the compares L'Oreal and P&G; for the tactics, it studies the brand tactics on the orientation of customers with the 4Ps combination tactics as the analysis frame.Third, it analyzes the strangeness and weakness of L'oreal's brand marketing strategy planning and the implementation. And it proposes the improvement according to the populace brand cultural infiltration, depth retailing and the product innovation insufficiency,.Finally, it proposes some suggestions for the native cosmetics enterprise.For example, our country Native place Cosmetics Enterprises should enhance the technical strength in products, subdivide the market, enters emerging and the skill that receives little attention segmentation market and so on, hoped can provide some beneficial references to its brand construction.