摘 要随着国际日化市场的不断发展，使得日化市场中国际品牌不断增加，进而使得日化品牌竞争激烈。化妆品市场的激励竞争下，我国本土护肤品牌佰草集成为进军国际市场的一匹黑马，其凭借自身文化理念以及护肤科技受到了大批消费者的喜爱，同时一定程度上也赢得了海外消费者的芳心。因此，对佰草集品牌国际化策略进行了研究，探讨了佰草集品牌国际化策略存在的问题。本文以佰草集为研究对象，采用了文献资料法、归纳总结法等对佰草集品牌国际化策略现状进行了分析，结果表明佰草集品牌国际化策略存在着品牌形象老化，品牌定价不合理，品牌影响力度小等问题，并提出了佰草集品牌国际化策略优化建议，注重新产品的定位，优化品牌价格策略，提升品牌知名度，这样才能促进佰草集品牌国际化的可持续发展，从而希望为国内其他化妆品品牌进入国际营销市场提供参考。关键词：佰草集；国际品牌；品牌营销AbstractWith the continuous development of the international daily chemical market, the international brands in the daily chemical market are increasing, which makes the daily chemical brand competition fierce. Under the incentive competition of cosmetics market, our local skin care brand Baicao has become a dark horse to enter the international market, which has been loved by a large number of consumers by its own cultural concept and skin care technology, and has also won the hearts of overseas consumers to some extent. Therefore, the internationalization strategy of Baicaoji brand is studied, and the problems of Baicaoji brand internationalization strategy are discussed. This paper takes Baicaoji as the research object, adopts the literature data method, the induction summary method and so on to Baicaoji brand This paper analyzes the present situation of internationalization strategy, which shows that the internationalization strategy of Baicaoji brand has some problems, such as aging brand image, unreasonable brand pricing and low brand influence, and puts forward some suggestion...
