摘 要

21世纪以来，随着中国经济的不断增长，企业数量越来越多，品牌数量也与日俱增。有数据统计表明，截止到2011年底，中国品牌数量已超过170万个，但品牌价值缺陷巨大，无论是在品牌知名度还是在市场占有率中，中国品牌都难以跻身国际市场前列。

“美丽经济”持续增长的大背景下，国内化妆品市场中的国货，却并未占据优势。大量的国外化妆品品牌涌入中国市场，而中国成功走出去的化妆品品牌却寥寥无几。在化妆品行业这块大蛋糕面前，中国化妆品品牌不仅要通过自身努力，日渐崛起成为国内化妆品市场的主力，同时要避免国内的红海竞争，走出恶性循环，不断向外突破，走出国门。

品牌国际化，不仅要求企业具备一定的硬实力，如强有力的资本支撑等，还要有软实力，如能够被当地人所接受的企业文化等。作为具有源远流长的中国文化的中国自主品牌企业，不缺乏品牌故事、品牌特色等文化软实力。但在激烈的文化碰撞之下，产品的语意设计更需要通过巧妙的设计加以传递，品牌的文化底蕴需要通过适当的营销手段被理解。

品牌国际化，面对来自国内市场，国际市场的双重压力。品牌不仅需要跟来自国内的同类竞争者拉开差距，实现产品差异化，还需要在国际市场中消除消费群体的陌生感，拉近和消费者之间的距离，吸引消费者进行消费尝试，并在消费者群体中逐步树立品牌形象，培养品牌忠诚度。

本文针对国内化妆品品牌发展参差不齐的现状，在分析了国内外化妆品市场现状后，并没有按照以往的研究思路，选择个别案例展开具体论述，并为之提供解决方案，而是在探索了影响品牌国际化因素后，结合国内外成功实现国际化的知名化妆品品牌的案例，为处于不同阶段的自主化妆品品牌提出了国际化营销对策：在品牌国际化孕育期，产品的VI应包含中国文化元素，企业要不断提升产品质量，以适应更加严苛的检验标准；在品牌国际化萌发期，企业在渠道选择上可以走从加盟品牌到专卖店再到专柜的路线，并重视明星代言人的粉丝效应和社交媒体带来的口碑传播；在品牌国际化成长期，企业可以积极借鉴其他品牌国际化的成功案例，寻求对应问题的解决方案，并提高包括日常管理和危机处理在内的品牌管理能力；在品牌国际化成熟期，企业应该持续进行产品创新，并关注国际化发展趋势，力保市场份额稳固。

关键词：中国自主品牌；品牌国际化；化妆品；营销策略

Abstract

Since the 21st century, with the continuous growth of China's economy, the number of companies has increased and the number of brands has also increased. According to statistics, at of the end of 2011, the number of Chinese brands has exceeded 1.7 million, but the brand value is huge, and it is difficult for Chinese brands to rank on the international market among the top brands both in brand awareness and market share.

Under the background of the continuous growth of the “beautiful economy”, domestic products in the domestic cosmetics market did not occupy an advantage. A large number of foreign cosmetics brands have poured into the Chinese market, but few Chinese cosmetic brands have gone out. In front of this big cake in the cosmetics industry, the Chinese cosmetics brand not only has to become the main force in the domestic cosmetics market with its own efforts, but also to avoid competition in the Red Sea at home and to break out of the vicious circle and continue to break out and go abroad.

The internationalization of the brand not only requires companies to have certain hard power, such as strong capital support, but also soft power, such as corporate culture that can be accepted by the local people. As a Chinese independent brand enterprise with a long history of Chinese culture, there is no lack of cultural soft power such as brand story and brand features. However, under the fierce cultural collision, the semantic design of products needs to be transmitted through clever design. The cultural heritage of the brand needs to be understood through appropriate marketing methods.

The internationalization of the brand faces the dual pressure from the domestic market and the international market. Brands not only need to be different from similar competitors from home to achieve product differentiation, but also need to eliminate the sense of strangeness of consumer groups in the international market, pull in the distance between consumers and attract consumers to make consumption attempts. Gradually establish a brand image in the consumer group and cultivate brand loyalty.

In view of the uneven development of domestic cosmetics brands, after analyzing the status quo of the domestic and international cosmetics market, this paper does not follow the previous research ideas, select individual cases to start specific discussions, and provide solutions, but in exploring the impact After the brand's internationalization factors, combined with the successful internationalization of well-known cosmetics brands at home and abroad, this paper presents an international marketing strategy for independent cosmetics brands at different stages: During the preparation period of brand internationalization, product VI should include Chinese cultural elements , enterprises must continuously improve product quality to meet more stringent inspection standards; in the germination period of brand internationalization, companies can choose to go from joining brands to franchise stores to counters, and pay attention to the celebrity endorser's fan effect. And the word-of-mouth communication brought by social media; in the growth period of the brand's internationalization, companies can actively learn from the successful cases of other brands' internationalization, seek solutions to corresponding problems, and improve brand management capabilities including day-to-day management and crisis management; During the mature period of brand internationalization, enterprises should keep product innovation, and focus on international development trends, to secure market share stable.

Key Words：Chinese independent brand；Brand internationalization；Cosmetic；Marketing strategy

目录

第1章 绪论 1

1.1 研究背景 1

1.2 研究意义 2

1.3 创新点与不足 3

1.3.1 主要存在的创新点 3

1.3.2 存在的不足 4

第2章 品牌国际化研究及理论基础 5

2.1 品牌国际化研究 5

2.1.1 品牌国际化的定义 5

2.1.2 品牌国际化的国内外研究现状 5

2.2 4Ps营销理论 6

第3章 中国化妆品行业品牌国际化分析 7

3.1 中国化妆品品牌发展及国际化进程现状 7

3.2 中国自主化妆品品牌国际化动力分析 9

3.2.1 国家层面动力分析 9

3.2.2 企业层面动力分析 10

3.2.3 品牌层面动力分析 10

3.2.4 产品层面动力分析 10

3.3 中国化妆品行业品牌国际化过程中遇到的问题 10

3.3.1 产品问题 11

3.3.2 文化问题 11

3.3.3 法律问题 11

3.3.4 渠道问题 11

3.4 化妆品行业国际趋势预测 12

3.4.1 消费理性化 12

3.4.2 产品天然化 12

3.4.3 渠道电商化 12

3.4.4 品类细分化 13

3.5 小结 13

第4章 国内外化妆品品牌国际化案例分析 14

4.1 国内化妆品品牌国际化领先者经验分析：以佰草集为例 14

4.1.1 佰草集品牌简介 14

4.1.2 佰草集品牌国际化4Ps营销策略分析 14

4.2 国外化妆品品牌国际化领先者经验分析：以兰蔻为例 16

4.2.1 兰蔻品牌简介 16

4.2.2 兰蔻品牌国际化4Ps营销策略分析 17

第5章 中国自主化妆品品牌国际化营销发展对策 19

5.1 品牌国际化孕育期 19

5.1.1 产品设计包含中国元素 19

5.1.2 产品质量标准提高 19

5.2 品牌国际化萌发期 20

5.2.1 渠道选择 20

5.2.2 宣传方面 20

5.3 品牌国际化成长期 22

5.3.1 积极借鉴其他成功案例 22

5.3.2 提高品牌管理能力 22

5.4 品牌国际化成熟期 23

5.4.1 持续进行产品创新 23

5.4.2 关注国际发展趋势 23

参考文献 24

致 谢 26

第1章 绪论

1.1 研究背景

战争在带来了灾难的同时，也带来了经济的全球化。由于第二次世界大战战时社会生产力一度停滞导致的市场极度不饱和，战后各国的社会生产力都极速发展，生产要素、贸易技术等也在全世界范围内进行流通，上世纪末，市场经济取代了计划经济，美国等西方国家大力推进实现贸易自由化，经济全球化。90年代以后，伴随着第三次信息技术革命，互联网的诞生与不断发展大大缩小了国与国之间的距离，这使得经济全球化成为势不可挡的趋势。随着经济全球化的不断深入，各国均打开本国市场大门，本国品牌不仅可以在本国市场进行销售，更可以通过海外贸易、跨国贸易等进驻他国市场，而品牌一旦成为了国际化品牌，便可以通过规模经济不断提高企业的盈利能力。

在各国品牌国际化的进程中，各行各业的品牌纷纷大显身手。以中国为例，在进军海外市场的中国自主品牌^[1]中，重工业打头阵。以汽车行业的比亚迪为代表，“全球30个生产基地中有，美国、匈牙利、印度、日本、巴西在内的五个海外国家”^[2]，凭借2016年12万辆新能源车的销量成功拿下汽车行业全球榜单NO.1，成为国际化知名品牌。在我国市场的各行各业中，也不乏一些知名的国际品牌，如星巴克，欧莱雅等。