随着外国品牌纷纷进入中国市场，如何建立强有力的品牌资产，形成自己的核心 竞争力，成为越来越多的企业关注的议题。在我国的化妆品消费市场上，伴随着居民 消费水平的提升和消费观念的改变，人们也越来越注重产品品质、感知质量和购物体 验等，更倾向于在同类的产品中选择自己中意的化妆品品牌来进行购买。化妆品品牌 A，通过互联网和线下经销渠道为国内外的广大消费者提供以面膜类产品为主的各类 化妆品，之前在国内部分市场已取得良好的销售业绩和知名度，但近两年来，该品牌 的销售利润严重下降。在当前市场环境不断变化、化妆品品牌竞争激烈的情况下，如 何有效地制定其品牌资产优化管理方案，显得至关重要。 本文以“化妆品品牌A品牌资产管理研究”为题，使用Aaker的五星品牌资产理 论为主理论，以新零售和价值创新为辅助理论，首先分析了A品牌面临的内外部环 境和两个重点竞争对手的情况，指出国产品牌要做好品牌资产管理的必要性。紧接着 对该品牌现有的品牌资产管理情况进行了分析，通过内外调研归纳出该品牌在品牌忠 诚度、品牌知名度、感知质量、品牌联想和其它品牌资产管理方面存在的问题。然后， 有针对性地为A品牌制定各维度的品牌资产管理优化策略：从加强客户关系管理、 培养员工和供应商的忠诚度、维护代际客户方面来提升顾客忠诚度；通过多渠道营销、 跨界合作、坚持技术创新来提高品牌知名度；采取持续管理服务质量、优化线下顾客 体验和加强企业社会责任管理的方式来增强品牌感知质量；从设计、包装、建立与顾 客的情感连接方面来加强品牌联想；为该品牌设立全球品牌保护中心，并进一进完善 品牌资产管理系统。最后，为A品牌的品牌资产管理优化方案制定了实施保障方案 和风险管理措施，以此开创一条国产化妆品品牌资产管理之路。 关键词：化妆品；品牌资产；品牌资产管理 III Abstract With foreign brands entering the Chinese market one after another, how to build strong brand equity and form its own core competitiveness has become a topic of concern for more enterprises. In Chinese cosmetics consumption market, with the improvement of residents’ consumption level and the change of consumption concept, people are paying more and more attention to product quality, perceived quality and shopping experience, and they are more inclined to choose their favorite cosmetics brand from similar products. Cosmetics brand A provides all kinds of cosmetics, mainly facial mask products to consumers at home and abroad, and sells them through internet and off-line distribution channels. It has achieved good sales performance and popularity in the domestic market before, but in the past two years, the sales profit has dropped significantly. In the current situation of constantly changing market environment and fierce competition of cosmetics brands, how to effectively formulate its brand equity optimization management plan is of great importance. Based on the topic of "Research on Brand Equity Management of Cosmetics A", using the theories of David Aaker 's five-star brand equity as the main theory and the new retail and value innovation as the auxiliary theory, this paper firstly analyzes the internal and external environment of brand A and the situation of two key competitors, then points out the necessity of brand equity management for domestic brands. Next, it analyzes the existing brand equity management of brand A, and summarizes the problems of brand A in brand loyalty, brand awareness, perceived quality, brand association and other brand equity management through internal and external research. Afterwards, the optimization strategies of brand equity management in various dimensions are formulated for brand A: to enhance brand loyalty by strengthening customer relationship management, cultivating the loyalty of employees and suppliers, and maintaining intergenerational customers; to improve brand awareness through multi-channel marketing, crossover cooperation and technical innovation; to take continuous management of service quality, optimize off-line customer experience and strengthen the corporate social responsibility management to enhance the quality of brand perception. Strengthen brand association from the design, packaging and emotional connection with customers. Set up a global protection center for the brand A, and further improve the brand equity management system. Finally, formulates the implementation IV guarantee scheme and risk management measures for the brand equity management optimization scheme of brand A, so as to create a way of domestic cosmetics brand equity management. Keywords: Cosmetics; Brand Equity; Brand Equity Management 目 录 致谢 ........................................................................................................................................ I 摘要 ...................................................................................................................................... II Abstract ................................................................................................................................ III 第1章 绪论 ......................................................................................................................... 1 1.1选题背景和研究意义 .............................................................................................. 1 1.1.1选题背景 ........................................................................................................ 1 1.1.2研究意义 ........................................................................................................ 3 1.2研究现状及理论基础 .............................................................................................. 4 1.2.1研究现状 ........................................................................................................ 4 1.2.2理论基础 ........................................................................................................ 7 1.3研究内容、研究方法及技术路线 ........................................................................ 11 1.3.1研究内容 ...................................................................................................... 11 1.3.2研究方法及技术路线 .................................................................................. 11 1.4创新之处 ................................................................................................................ 13 第2章 A品牌概况与环境分析 ........................................................................................ 14 2.1 A品牌概况 ............................................................................................................. 14 2.1.1公司简介 ...................................................................................................... 14 2.1.2 A品牌的发展历程 ....................................................................................... 15 2.2宏观环境对品牌资产管理的影响分析 ................................................................ 17 2.2.1政策环境对品牌资产管理的影响 .............................................................. 17 2.2.2经济环境对品牌资产管理的影响 .............................................................. 18 2.2.3社会环境对品牌资产管理的影响 .............................................................. 20 2.2.4技术环境对品牌资产管理的影响 .............................................................. 21 2.3行业环境对品牌资产管理的影响分析 ................................................................ 22 2.3.1化妆品供应商分析 ...................................................................................... 22 2.3.2化妆品的消费者分析 .................................................................................. 23 2.3.3潜在的化妆品竞争者分析 .......................................................................... 23 2.3.4化妆品的相关替代品分析 .......................................................................... 24 2.3.5化妆品行业中现有竞争者的分析 .............................................................. 25 2.4 A品牌的主要竞争品牌分析 ................................................................................. 26 2.4.1巴黎欧莱雅 .................................................................................................. 26 2.4.2自然堂 ........................................................