Analysis On L’Oreal Company’ Brand Marketing Strategy In China

In the 21 st century, brand marketing strategy becomes necessary for enterprises. Overcapacity and the buyer’s market make today’s international market changed. The era which product is the trump card is gone. Now the biggest challenge for enterprises is the competition of marketing strategy,especially the brand marketing strategy.This thesis mainly study on the brand marketing strategy of L’Oreal,which is ranked the first enterprise in the global cosmetics industry. The successful experience of L’Oreal’ brand management and brand marketing not only can be used for reference for the development of its future,but has strategic importance for the development and brand construction of Chinese companies.First of all, I analyzed China’s cosmetics market and discuss the development situation of L ’Oreal enterprise and brand in China. Second I analyzed the way and process of making brand marketing strategy of L’Oreal in China and how the strategy was effectively implemented. I analyzed the way of making from the angle of market segments,choosing target market and market positioning with the STP strategy analysis method. Furthermore,I summarized the result and effect of L’Oreal’s implementation strategy in China from the market position, emerging markets, male consumers market and brand culture;At last, according to the L’Oreal brand marketing strategy to summarize its experiences and its enlightenment to the domestic cosmetics enterprises to help them find a way to success in the fierce market competition and get a better development.