Study On The Marketing Tactics Of Loreal China

L'Oréal entered China in 1996, at present already developed into the year sales volume to reach 3,000,000,000 RMB cosmetics enterprises, simultaneously L'Oréal realized elegantly, had to seek the bigger market share in China, had to develop the new market space. Elegantly speaking of L'Oréal in China's brand structure, in high-class and secondary market L'Oréal all already had the corresponding brand hold corresponding market share, this market inflated suddenly the possibility was not big, therefore, had to obtain the bigger market space, had to face up to the Chinese huge populace cosmetics expense market.This article summarized the Chinese cosmetics market present situation, the characteristic and the challenge, has analyzed L'Oréal interior existence insufficiency, simultaneously has also studied Loreal's present situation, the trend of development and the competition situation, adopted the SWOT analysis method to analyze L'Oréal 's competition situation, discussed L'Oréal to serve under each brands through the market thin share to carry on the product localization, the product strategy, the price strategy, the channel strategy and the promotion strategy. Finally has carried on the elaboration to these marketing combination strategy in the Chinese market implementation.