国产化妆品老字号“百雀羚”品牌管理优化对策研究
工商管理专业
研究生 王英
指导教师
邱静
摘要：消费升级背景下，中国经济快速发展，人们的消费水平发生了极大变化，
消费者并不局限于产品质量与价格等方面，更加强调蕴含于产品中的品牌文化与
理念等内涵要素，以此来获取心理上的满足感。品牌的树立作为一个系统的过程，
对企业的发展具有着举足轻重的意义。企业只有建立切合消费者需求的品牌形象，
突出品牌个性化和价值，才能更好的发挥品牌效应，从而带动企业发展。国民经
济的增长带动了我国许许多多产业的发展，化妆品市场也呈现出巨大的发展空间。
然而化妆品市场被外资品牌大空间挤占，国内化妆品市场表现出跨国企业占领中
高端消费者，本土机构数量多但竞争优势不足的现象。
本文主要以国产化妆品老字号——百雀羚作为研究的主体，在借鉴前人相关研
究成果和研究方法的基础上，对其品牌管理进行研究。研究结合 5W理论和消费
者对国产化妆品老字号品牌定位的期望，重点在对百雀羚目前的品牌管理现状分
析基础上，面向年龄在 20-60岁的消费人群进行百雀羚品牌的相关问卷调查，并对
调查结果进行统计分析，以此探索百雀羚品牌定位和消费者行为之间的差距。针
对百雀羚品牌管理现状和问卷调查结果，论文对百雀羚品牌树立、形象传播过程
中存在的问题和原因进行分析，并从品牌定位、产品功能、品牌传播、媒介应用
等方面对百雀羚品牌管理进行优化设计，并提出活化陈旧的品牌元素，突出品牌
个性；结合消费群体具体需求，突出产品功能；积极应用中国传统元素以突出文
化底蕴；积极利用美妆类平民意见领袖为品牌做宣传等相应的落实措施。
本文立足于我国的化妆品老字号品牌，对其在新媒体时代和消费升级时代下，
如何改变传统的刻板、过时的形象进行研究，选题具有一定的创新性和时代意义。
同时，研究并非针对品牌的某个方面简单进行研究，而是结合 5W理论和消费者
对国产化妆品老字号品牌定位的期望，从百雀羚品牌管理的多方面制定了国产化
妆品老字号品牌管理优化的全过程管理，研究链条完整，实现了营销学、品牌管
理学、传播学等多学科交叉研究分析。
关键词：国产化妆品老字号品牌管理优化对策
Ⅰ

Research on the brand management optimization
strategy of domestic time-honored cosmetics brand "
Pechoin "
MBA
Graduate student Wang Ying
Instructor Qiu Jing
Abstract：In the context of consumption upgrading, with the rapid development of
China's economy, people's consumption level has undergone great changes. Consumers
are not limited to product quality and price, but pay more attention to the connotation
factors such as brand culture and concept contained in products to obtain psychological
satisfaction. As a systematic process, the establishment of brand plays an important role
in the development of enterprises. Only by establishing the brand image that meets the
needs of consumers, and highlighting the brand personality and value, can enterprises
better play the brand effect and drive the development of enterprises. The growth of the
national economy has driven the development of many industries in China, and the
cosmetics market also presents a huge space for development. However, the cosmetics
market is occupied by foreign brands, and the domestic cosmetics market shows the
phenomenon that multinational enterprises occupy the middle and high-end consumers,
and the local institutions have a large number but lack of competitive advantages.
In this paper, the domestic cosmetics time-honored brand - Pechion as the main
body of research, in reference to the previous research results and research methods on
the basis of its brand management research. Research combining the theory of 5 W and
consumer expectations of domestic cosmetics time-honored brand positioning, focus on
the sparrow, antelope, on the basis of the current brand management status analysis for
the aged 20 to 60 people consumption to Pechion current brand related questionnaire
survey, and the statistical analysis of the results of the survey to explore the gap between
the current brand positioning and consumer behavior. Against the finches current brand
management present situation and the questionnaire results, papers on the finches
current branding and image communication analysis of existing problems and reasons in
III

the process, and from the brand positioning, product features, brand communication,
media application of Pechion, optimize the current brand management, and put forward
the activation of old brand elements, highlight the brand personality; Combining the
specific needs of consumer groups, highlighting product functions; Actively use
Chinese traditional elements to highlight cultural heritage; Actively utilize civilian
opinion leaders of beauty makeup category to promote the brand and other
corresponding implementation measures.
Based on the time-honored brands of cosmetics in China, this paper studies how to
change the traditional rigid and outdated image in the era of new media and
consumption upgrading. The topic is innovative and of significance to The Times. At the
same time, the research is not a simple research on a certain aspect of the brand, but
combined with the 5W theory and consumers' expectations on the positioning of
domestic cosmetics time-honored brand, from various aspects of the brand management
of Pechion to develop the whole process management optimization of domestic
cosmetics time-honored brand management, research chain integrity, It has realized
interdisciplinary
research
and
analysis
of
marketing,
brand
management,
communication and other disciplines.
Key words：Domestic cosmetics Time-honored brand
Brand management optimization
Strategy
IV
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