| 随同着营销学科的敏捷成长，品牌研究已日趋成为学者和公司界存眷的议题。公司的竞争不只仅是产物和办事的竞争，更是品牌的竞争，纵不雅世界上矗立百年的年夜公司，无不是随同着品牌生长的过程而成长起来的。一个公司没有品牌的树立和成长，没有品牌资产的发明和完成，就难以完成雄伟的成长蓝图，而树立和培养卓著而富有性命力的品牌更是须要公司有鼠目寸光的品牌计谋。我们国际疾速花费品市场上曾经出现了诸多的优良品牌，如农民山泉，年夜宝，美加净，五粮液等。但我们不能不认可，我们还很缺少像可口可乐如许的世界级品牌，更缺乏像英国结合利华，美国宝洁，法语论文题目，法国欧莱雅如许的可以或许在国际竞争的舞台上纯熟运作上百个年夜品牌的公司。同时我们也赓续看到因不恰当的品牌延长或缺少经历的多品牌计谋而招致的掉败案例，法语毕业论文，如娃哈哈童装品牌延长的掉败，小护士几年前多品牌计谋的掉利。我们不能不谦逊地说，在品牌治理和品牌计谋治理方面我们的平易近族公司照样有许多方面可以向国际年夜公司进修和自创的处所。作为世界第一年夜的化装品团体，欧莱雅活着界各地运作近500个年夜小品牌，个中14个著名世界品牌。在品牌治理日趋主要的明天，作为品牌运作高手的欧莱雅团体在许多方面可认为我国日化公司供给可自创的胜利品牌治理经历。本文是在对现今世界著名品牌研究学者的文献浏览基本上完成的。基于美国Tuck商学院Kevin Lane Keller传授环绕品牌资产停止的品牌研究实际，本文作者完成了申报的根本框架。自己在对David A Aaker的品牌构架实际的懂得基本上说明了欧莱雅部门品牌的构架基本，纽约年夜学Susan P。 Douglas传授等人对于国际品牌构架的实际基本赞助本文作者更好的懂得了欧莱雅的全球品牌治理计谋。借助各品牌研究威望学者的实际，本文初步商量了欧莱雅品牌计谋的特点。并衷心愿望自己对欧莱雅团体的品牌计谋的懂得，可以或许对国际的日化公司的品牌治理发生必定的自创感化。 Abstract: With the rapid growth of marketing disciplines, brand research has become increasingly concerned about the issue of scholars and business circles. Enterprise's competition is not only the product and the service competition, is the brand competition, stands in the world the hundred years big enterprise, is not accompanied by the brand growth process and growth. An enterprise without brand building and growth, not the invention of the brand assets and complete, it would be difficult to complete the grand blueprint for the growth, and to establish and develop the outstanding and full of vitality of the brand is short-sighted enterprises brand strategy needs. We the rapid cost products on the market has emerged many excellent brand, such as farmer spring, a big treasure, MAXAM, Wuliangye. But we must not fail to recognize, we still lack the like coca cola such world-class brands, but the lack of like the British Unilever, Procter & Gamble, the French L'Oreal such can perhaps in the stage of international competition of mastery operation on a hundred of the eve of the brand of enterprise. At the same time, we also continuously see incurred due to the improper brand extension or lack of experience of the multi brand strategy of failure case, such as Wahaha children's wear brand extension failure, the little nurse a few years ago the multi brand strategy off. We can not be without humility, in brand management and brand strategy management of our national enterprises still have many aspects can learn and create their own international business premises. As the world's first big cosmetics group L'Oreal alive operation around the world nearly 500 big small brands, medium 14 well-known brands in the world. In the increasingly important brand governance tomorrow, as the brand operation of the L'OREAL group in many aspects of the company can be regarded as the supply of China's own successful brand management experience. This article is based on the research of the current world famous brand research scholars. Based on the United States Tuck business school Lane Keller Kevin to teach around the brand equity research practice, the author completed the basic framework of the declaration. Themselves to David A. Aaker's brand architecture in the actual know basically explains the framework of L'Oreal brand Department of basic, a New York University Susan P. Douglas professor and others on the basis of the actual international brand structure of the basic support in this paper the author better understand the L'OREAL global brand management strategy. With the help of the brand of the scholars of the actual situation, this paper initially discussed the characteristics of the L'OREAL brand strategy. And sincere desire to own the brand strategy of the L'OREAL group to know, you can be on the international day of the brand management of the enterprise has a certain effect. 目录: |
