本科论文摘 要由于经济的发展和社会的进步，我国的化妆品行业正在繁荣发展，但是依然存在很大的发展空间。作为经典国货的百雀羚品牌本已逐渐沉寂，近些年却又突飞猛进、名气大增。本文首先对百雀羚品牌的主要发展历程进行了概述，然后根据市场营销相关知识展开了具体分析。运用 PEST 分析法、波特五力模型和 SWOT 分析法对百雀羚品牌的营销环境进行了分析。通过 STP 分析，在市场细分的基础之上明确其目标市场选择和市场定位。重点分析百雀羚品牌的营销组合策略，找出其中存在的问题，并提出相应的改进建议和完善措施。希望能推动百雀羚品牌在优化营销策略，提升品牌形象，扩大市场份额等方面的发展，同时为其他本土化妆品品牌提供有益参考。关键字：百雀羚，品牌，营销策略本科论文AbstractDue to the economic development and social progress, China's cosmetics industry is booming, but there is still a lot of room for development. As a classic domestic product, the brand of Baiqueling has been wane gradually, but in recent years, it has made rapid progress and gained great fame. This paper firstly summarizes the main development course of Baiqueling brand, and then carries out specific analysis according to the knowledge of marketing. PEST analysis, Michael Porter five forces model and SWOT analysis are used to analyze the marketing environment of Baiqueling brand. The target market selection and market positioning are defined on the basis of market segmentation through STP analysis. This paper focuses on the analysis of the marketing combination strategy of Baiqueling brand, finds out the existing problems, and puts forward the corresponding improvement suggestions and measures. It is hoped to promote the development of the brand of Baiqueling in terms of optimizing marketing strategy, enhancing brand image and expanding market share, and provide useful reference for other domestic cosmetics brands.Key words: Baiqueling, Brand, Marketing st...
