随着中国国力的日益强盛,中国一跃成为全球第二大经济体,伴随着经济

快速发展的是民众对精神需求的不断提升,庞大的人口基数也促成中国化妆品

消费市场快速增长。作为消费品市场中重要组成部分的化妆品市场,正迎来一

个前所未有的转型发展机遇,无论为何种背景或资本构成,只有能够充分调动

市场资源的企业,才能在新一轮深化改革的浪潮中站稳脚跟。

金丽傯在化妆品行业经营多年,以自然护肤理念创立金丽傯品牌,目前正

处于快速成长期。但存在国产化妆品普遍存在的问题,即国产化妆品大多品牌

规划不清晰,无法进入主流市场,仅在中低端市场厮杀,利润低,发展前景不

明朗,难以树立百年基业的品牌。因此,以金丽傯品牌为例,通过对其品牌规

划进行研究,为实现国产化妆品从低端品牌低附加值低利润转向高端大众品牌

高附加值高利润、从市场边缘化突入主流市场这一目标,具有重要研究意义,

为其它国产品牌的发展提供借鉴意义。

本文在对品牌及品牌规划理论系统介绍的基础上,综合国内化妆品市场现

状和竞争品牌的调研,通过对金丽傯品牌及其所属企业内部资源与能力的梳

理,充分论证了其品牌规划的必要性和可行性,并针对化妆品的市场环境和未

来发展趋势分析,制定出了金丽偎化妆品品牌规划方案和建设策略。在明确品

牌目标、原则、名称、标识、愿景、定位、核心价值、品牌个性等内容的同

时,结合中国化妆品市场分析结果,明确金丽傯品牌以都市白领和私营企业主

为核心消费群,产品定位于天然活性化妆品品牌定位。进而针对方案实施前、

中、后期的侧重点和难点,量身督造了对应的解决办法和实施计划,旨在为金

丽傯化妆品品牌核心市场竞争力的构建,及品牌建设探索出一个可执行的策略

方案。

环顾当前国内化妆品行业,无论是品牌口碑、市场份额、利润、渠道管控

能力等大部分资源都牢牢掌控在外资品牌手中,国产化妆品想从中有所突破,

分得一杯羹肯定需要付出百倍努力,需要面对异常艰难的局面,正因如此我们

必须清醒的认识到,大力发展中国品牌化妆品已刻不容缓,因此本文以金丽傯

品牌为例,亦可为国产化妆品品牌建设方面探索出一个可执行的策略方案。

关键词:化妆品;品牌;品牌规划;市场定位;

ABSTRACT

With the growing prosperity of China's national strength,China became the world's second-

largest economy. And with the rapid economic development, the popular spiritual remand are

promoted. Being huge population base, the Chinese cosmetics consumer marketing is growing

rapidly, too. As an important part of the consumer goods market, the cosmetics will welcome

unprecedented development opportunity. Whether the national capital or private capital, the

enterprises which coordinated the development and make full use of market resources, are the

precondition for cosmetics corporations an edge in the new round competition.

Base on the concept of natural skin care,Kingvia has been in operation for many years in the

cosmetics industry, and is growing rapidly now. But there are some common problems like other

Chinese cosmetics brand,including confused brand position, sell in the down-market,low

profits,uncertain foreground,it is difficult to establish the century - aged brand. Therefore,

through make brand strategy for Kingvia, we can meet objective, that let Chinese cosmetics brand

change from low value to high value,less profits to mass higher profits.

Based on the theories of brand, and thinking the cosmetics market situation and competitive

brand, through integrating enterprises resources, Kingvia prove the necessity of the brand strategy.

And analysis the cosmetics market environment and trends,plan Kingvia brand development

strategy to help Kingvia build the core competitiveness and make performability planning. From

above arguments, Kingvia strategy accord to the trend of cosmetic industry, it defines brand

objectives, principles, name, logo,vision, positioning,core values, brand personality etc.,and

analysis cosmetic market, Kingvia position elite brand of natural cosmetic for urban white-collar

workers and private entrepreneurs. As an example,Kingvia, the Chinese cosmetic brand will be

helped to find way to build competition and solve the problems that may come along, it will bring

possible solution for others. That's the author's original intention.

Looking around the current cosmetics industry in China,the foreign brands control most of

the resources, include brand reputation,market share,profits, distributors development etc., It's

difficult that the Chinese cosmetic brand become a international brand. This matter is immediate,

as a pathfinder,Kingvia do it now.

Key words: Cosmetic; Brand; Brand planning; Marketing position

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