摘要：随着中国经济的迅速发展,人民的生活水平也逐渐提高。从最初的满足温饱为主到现在的享受生活，人们的需求发生了巨大的变化。在中国经济的发展过程中,人们不仅注意食物服装，也注意面部的保养，人们消费和生活水平的变化也加快了化妆品行业的发展。护肤品是化妆品行业的主力军,并且还在以相当快的速度发展。男士护肤品市场也越来越受到各大护肤品企业重视。

这一机遇使得已经进入中国的化妆品企业纷纷大展拳脚，我国企业也开始布局这一领域，因此对抗也渐趋激烈，而巴黎欧莱雅完善的产品线，合理的价格，许多的渠道，复杂的促销取得了骄人战绩，现在仍是市场领导者。62140

但是巴黎欧莱雅营销还是有些问题的，像是未能跟随天然护肤的趋向，未能很快进入青年人市场。然后我将为欧莱雅男士的营销提出一些建议和提出一些我国企业应当重视的问题。

毕业论文关键词： 营销；欧莱雅男士；护肤观念；布局

Marketing strategy analyses on l ' Oréal Paris men's skincare

Abstract: As the Chinese economy growing rapidly, people’s living standard has gradually improved from the initial demands of having enough to eat and wear to the current demands of enjoying life. people’s demands have changed profoundly. In the process of Chinese economy development, people are not only paying attention to food and outfits, but also paying attention to skincare, the changes of people’s consumption and living standard also speed up the development of the cosmetic industry. skincare products are the main part of the cosmetic industry, and are developing rapidly. big-scaled companies are increasingly focus on the market of skincare products for men. 

This chance makes many companies which have entered China to flex their muscles, Chinese companies are making a layout in the skincare products for men field. So the competitions are furious. L'Oréal Paris has achieved remarkable results through comprehensive product lines , proper prices ,multiple channels and complex promotions ,and now remains the leader in the market.

But still there are some problems about its marketing strategies ,it does not follow the trend of natural skincare, and it does not get into the youth market. Then I will put forward some advice for L'Oréal’s marketing strategies and things that our Chinese companies should take care of.

Keywords:  marketing;L'Oréal men’s;skincare notion;layout

 目录

一、绪论 1

（一） 研究的目的和意义 1

（二） 研究的现状和趋势 2

二、行业概览——改变观念创造需求 2

（一） 基本需求确定 3

（二） 需求再创造 3

三、欧莱雅男士护肤品营销策略分析 4

（一） 欧莱雅男士产品策略 4

1、产品的名称 5

2、产品的包装 5

（二） 欧莱雅男士定价策略 5

（三） 欧莱雅男士渠道策略 5

1、线下销售渠道 6

2、线上销售渠道 6

（四） 欧莱雅男士促销策略 6

四、欧莱雅男士护肤品营销的问题 7