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MBA论文_后疫情背景下颐莲化妆品品牌战略优化研究

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学位论文作者签名:
日期
2022年06月15日
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学位论文作者签名:
日期2022年06月15日
日期2022年06月17日



名:

山东建筑大学硕士学位论文
摘要
随着国民生活水平的不断提高,人们对美的追求越来越高,化妆品成为生活中不
可或缺的一部分,2020年初一场新冠疫情打乱了我们的生活,也给化妆品行业带来了
不小的冲击,疫情导致化妆品行业的市场供应链端原料和包材不足、化妆品品类发生
变化,销售端转战线上。化妆品生产企业中小型企业抗风险能力差,面临倒闭,人员、
原料短缺无法生产,经营观念和理念发生变化。消费者的护肤观念从更美丽到更健康,
需求上更加关注功效和成分,购买方式由线下转战线上,这一系列改变令激烈竞争的
化妆品市场更加紧迫。企业的竞争说到底是品牌的竞争,一个企业品牌战略的制定和
优化,是企业发展的计划规划。品牌战略的优化,能够帮助企业在竞争中吸引更多的
消费者,提升品牌的核心竞争力,提升品牌在市场上的影响力,有利于品牌的发展,
本研究选取国产品牌颐莲为研究对象,其目前品牌发展现状为,产品定位以中高端为
主,产品线较为全面,但是缺少彩妆和男士护肤,针对不同的肤质和年龄段有不同系
列的护肤产品,销售渠道主要是商超,网络,电商,微商、社群。该研究对颐莲化妆
品的品牌发展来说具有非常重要的理论意义和实践指导意义,对其他化妆品品牌也具
有借鉴意义。
本研究通过运用品牌相关理论,PEST宏观分析、五力模型中观分析,SWOT微观
分析,并且以调查问卷的方式,结合当前疫情影响,深入了解颐莲化妆品品牌发展情
况。通过研究发现,颐莲化妆品存在品牌战略规划设计不完善,品牌定位不明确,品
牌传播缺乏并且传播模式缺乏创新,品牌管理人才储备不足,专业人才稀缺等问题。
针对存在的问题,提出适合颐莲化妆品的品牌发展战略策略,优化产品体系,在遵循
法规的前提下,进行差异化品牌定位,从独特的原料,独特的配方技术,打造国货品
牌,定位中高端,充分利用新兴媒体,进行推广和广告传播。
此外,颐莲的品牌战略实施中,提出颐莲化妆品在发展中需要的具体保障措施,
包括加大颐莲的产品研发创新力度,保证颐莲的核心价值,创新品牌形象,重视品牌
人才队伍建设,提高颐莲化妆品的品牌忠诚度等。
关键词:后疫情,颐莲化妆品,品牌战略
I

山东建筑大学硕士学位论文
ABSTRACT
With the continuous improvement of national living standards, people’s demands for
beauty become greater and greater, which makes cosmetics become an indispensable part of
life. The outbreak of Covid-19 in early 2020 messed up our life and also brought a big shock
to cosmetic industry, resulting in insufficiency supply of raw materials and packaging
materials, changes of cosmetic categories, shift of sales channel from offline to online. Small
and medium-sized cosmetic production enterprises have poor risk resistance and face closure.
They cannot produce due to shortage of personnel and raw materials, and their business
concepts have changed. Consumers' concept of skin care has changed from being more
beautiful to being healthier, and they have paid more attention to efficacy and ingredients for
their needs, and their purchasing mode has shifted from offline to online, which make the
intensely competitive cosmetic market more urgent. In the final analysis, the competition of
enterprises is the competition of brands. The formulation and optimization of an enterprise's
brand strategy is the planning of enterprise development. The optimization of brand strategy
can help enterprises attract more customers in competition, enhance the brand's core
competitiveness, improve its influence in the market, and promote brand development. This
study selected domestic brand RELLET as the research object. Its current development status
is as follows. Product positioning is mainly medium and high-end. Product lines are
relatively comprehensive, except for the lack of makeup and men's skin care products. There
are different series of skin care products for different skin types and age groups. The sales
channels are mainly supermarket, network, e-commerce, Wechat business and related
community. This study has vital theoretical and practical significance for the brand
development of RELLET, and also has reference significance for other cosmetic brands.
In this study, the brand related theory, such as PEST macro analysis, five forces model
meso analysis, SWOT micro analysis, and questionnaire were used to deeply understand the
development of RELLET brand, combining with the impacts of the current pandemic.
According to the study, it was found that RELLET brand had some problems, such as
imperfect brand strategic planning and design, unclear brand positioning, lack of brand
communication and lack of innovation in communication mode, lack of reserve of brand
II
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