中国化妆品市场是全世界第二大的化妆品市场，是各大化妆品集团发展业务的必选 市场。本文重点研究的品牌意柏嘉（Bottega Verde）是意大利第一植物护肤品牌。意柏 嘉在 2014 年曾经进入中国市场，但是以失败告终，随着中国市场再掀自然护肤的热潮， 意柏嘉希望再次进入中国市场。本文以意柏嘉品牌进入中国市场项目为研究对象，通过 对中国化妆品市场的竞品分析，需求趋势分析，市场环境分析等，运用营销管理相关理 论及方法，对意柏嘉进入中国项目进行相关分析和战略规划，帮助实现意柏嘉再次进入 中国市场的目标。 本文运用营销理论，案例分析，战略规划结合实际，通过对中国化妆品市场的全面 分析，找到目前中国化妆品自然护肤趋势，电子商务和专营店渠道为增长最快的渠道； 化妆品行业竞争分析，品牌定位，渠道选择，市场推广，价格定位都是品牌成功的关键； 对意柏嘉品牌及产品特点分析后在中国定位为植物护肤，主打年轻化品牌形象，聚焦在 大众市场定位为高性价比品牌。本文为意柏嘉进入中国提供完整建议和方案，由意柏嘉 和代理商共同组建合资公司的形式进入中国市场，对进入战略和模式、中国市场定位、 营销策略方案制定等进行分析。运用波特五力模型对化妆品行业竞争力的分析，结合 SWOT 模型分析结果，明确了意柏嘉进入中国的优势和机会选择了相关战略，选择以 SO 增长型战略，利用品牌优势，确定市场发展趋势及把握市场机会，扩张市场；顺应 市场趋势以进口形式上市具有价格竞争力的高品质产品，建议以品牌及产品差异化策 略，运用营销管理学 4P 分析制定本计划的营销方案，意柏嘉采取先用跨境电商进入中 国，再全面在电子商务渠道发展，第三年开始线下专营店的开店规划，文章设计了意柏 嘉进入中国项目的关键点，符合中国市场趋势的品牌定位，适合的经销商合作模式，正 确的渠道选择，市场推广价格定位，对项目做了财务分析、盈利预测及风险的把控，估 算项目最终整体盈利能力。 经过本文的研究，意柏嘉品牌进入中国大陆市场的商业计划，财务指标健康，项目 投入 514.57 万元，项目第 1 年不能盈利，后续实现盈利，项目整体投资利润率为 282%， 且相关风险可控，是行的可执行方案。以此同时，随着中国化妆品市场的蓬勃发展，希 望本文采用的研究方法和研究发现，可为其他公司的管理者带来启发。 关键词，化妆品市场；护肤品；意柏嘉；市场营销；中国化妆品市场；商业计划书II Abstract China cosmetic market size become ranking 2 cosmetic market in the world. The paper focus Italy No.1 nature cosmetic brand Bottega Verde with 47 years old, Bottega Verde failed to enter China market in 2014, now there spread nature skincare market trend in China, Bottega Verde want to go to China market again. The paper focus research on Bottega Verde go to China market, analysis competitor, market trend, market situation, project the brand go to China market strategy, base on marketing theory and method to achieve successful launch in China. The paper focus on integrate theory with practice, with China cosmetic market analysis, there are nature market trend in China, fast increase channel are e-commerce and boutique channel. With competitor analysis, brand position, sales channel, promotion, pricing are key points. Analysis Bottega Verde brand and product information, build nature brand image with young image, competitive pricing position. Choose right market model and experience, Bottega Verde and agency co-invest an joint venture company to import Bottega Verde in China. The paper provide full strategy and plan for Bottega Verde go to China market. Choose go to market strategy, enter mode, brand position, marketing plan and project profit forecast. Analysis cosmetic market competition with Michael Porter’s Five Forces Model, considered SWOT model analysis results, know more about brand strengths and opportunities to choose launch strategy, choose SO increase strategy, use brand advantage, follow the market trend launch competitive high quality and price competitiveness products, choose differentiation brand strategy. Base on 4P theory to deliver marketing plan. Bottega Verde choose cross border e-commerce go to China market and develop in E-commerce channel, open brand store in third year. Key successful points are on trend brand position, good distributor way, right channel, differentiation product. The paper focus on whole project with finance analysis, forecast on profitability and project risk to finish business proposal. Base on the paper analysis, good result of all finance index, invest RMB5145k, project begin get earning from 2 year, invest earning ratio are 282%. Project’s risk could be control, which approve the project of Bottega Verde go to market plan is feasible project. Meantime, high growth develop in China cosmetic market, hope research on the paper could provide more insight and inspiring for other company management. Key words: Cosmetic market, skincare, Bottega Verde, marketing, China cosmetic market, business planIII 目 录 摘要........................................................................................................................................................................... ABSTRACT.................................................................................................................................................................... 目 录........................................................................................................................................................................... 图表清单..................................................................................................................................................................... 第一章 绪论............................................................................................................................................................... 1.1 研究背景与意义.............................................................................................................................................. 1.1.1 研究背景.................................................................................................................................................. 1.1.2 研究意义.................................................................................................................................................. 1.2 文献综述.......................................................................................................................................................... 1.2.1 化妆品定义.............................................................................................................................................. 1.2.2 竞争品牌进入中国的成功经验.............................................................................................................. 1.2.3 中国化妆品市场新趋势.......................................................................................................................... 1.2.4 国际品牌进入中国化妆品市场关键因素.............................................................................................. 1.3 研究目标及内容.............................................................................................................................................. 1.4 研究方法.......................................................................................................................................................... 第二章 意大利品牌意柏嘉背景及项目介绍........................................................................................................... 2.1 意大利品牌意柏嘉背景介绍.......................................................................................................................... 2.2 意柏嘉进入中国市场项目背景及定位.......................................................................................................... 2.2.1 项目的投资额和投资规划...................................................................................................................... 2.2.2 时间方面规划.......................................................................................................................................... 2.2.3 项目的规划.............................................................................................................................................. 2.2.4 项目关键产品备案概况............................................................................................