百雀羚的现状与问题调查分析摘 要自改革开放以来，“国货”尤其是化妆品受到洋货的冲击以及加速流入，近乎处于饱和的状态，发展空间较小。自 2014 年 5 月 10 日，习近平总书记提出“三个转变”的重要论述，即推动中国制造向中国创造转变，中国速度向中国质量转变，中国产品向中国品牌转变。“国货”又重新回归人们的视线。知名老字号中国自主品牌“百雀羚”恰当地利用时代背景条件，重新获得消费者的青睐和支持，脱颖而出。本文以百雀羚为例，从政治、经济、文化、消费者心理四个方面分析百雀羚在中国的市场环境；基于怀旧营销分析百雀羚市场营销策略；通过深入分析原因，总结其成功经验，为其他“中国自主品牌”的进一步发展提供建设性意见。关键词：百雀羚，国产化妆品；化妆品Investigation and analysis of the current situation and problems of Pehchaolin companyAbstractSince the reform and opening up, especially the domestic cosmetics by the impact of imported goods and accelerate the inflow, almost in a state of saturation, the development of small space. Since May 10, 2014, general secretary Xi Jinping put forward the important discussion of "three transformations", that is, to promote the transformation of Chinese manufacturing to China, transform China's speed to China's quality and transform Chinese products to Chinese brands. "National goods" again return to the eyes of people. The famous time-honored brand "100" China appropriately using the background conditions, to regain the favor of consumers and support talent shows itself. In this paper, 100 as an example, analysis of the market environment in China 100 from politics and economy, culture and consumer psychology four aspects; nostalgia marketing strategy based on the analysis of 100; through in-depth analysis of the reasons, summarizes its successful experience, to provide constructive suggestions for the further development of other "China independent brand".Keywords: Banqueting,...
