中国化妆品品牌建设的现状,问题及对策研究

中国化妆品品牌建设的现状,问题及对策研究(13700字)
摘  要：在经历了30多年的快速发展后，中国已成为全球第二大化妆品市场，但令人尴尬的是，我国化妆品的中高端市场几乎被外国品牌所垄断。众多国内化妆品企业只能在低端市场激烈厮杀，为生存空间争得鱼死网破。面对这种不利的竞争局面，国内化妆品企业唯有树立起品牌意识，通过结合行业现状与自身情况，及时挖掘市场需求，再加上系统科学的品牌建设方法，打造自己的核心品牌，方能取得市场竞争的最后胜利。
关键词：化妆品；品牌建设；品牌意识；竞争

The Present Situation, Problems And Countermeasures of Chinese Cosmetic Brand Construction
Abstract: After 30 years of rapid development, China has become the world's second largest cosmetics market, but it is embarrassing that our high-end cosmetics market is almost monopolized by foreign brand. The huge number of domestic cosmetics enterprise can only struggle fiercely at the low-end market, and compete vehemently for living space. Facing this disadvantageous competitive situation, domestic cosmetics enterprises must establish brand awareness, by combining the industry status with their situation, discovering market demand timely, plus the brand construction method of system science, then they can create own core brands, and win the final victory of market competition.
Key words: cosmetic; brand construction; brand awareness; competition