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Abstract This paper takes China’s famous domestic brand Pechoin as the research target to illustrate its constant reshaping in recent years in Chinese cosmetics market which overflows with overseas brands. By analyzing its marketing status in China on the basis of the investigation and analysis combined with the feature of cosmetic products, mining Pechoin in the brand reshaping journey to re-position the target market, promote product innovation, and carry out integrated measures. It also suggests that it should develop brand story, kindle consumer’s interests, spread its advantages such as to establish the emotional connection between products and consumers, to promote the product image and to enhance its popularity. This article studies the famous domestic brand Pechoin’s achievements ant its future developments and put forward some proposals to increase the market share. This research intends to give some illumination to other domestic brands such as Dabao, Anan, Yumeijing, etc. 30878
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Key Words: Pechoin Domestic Brand Integrated Marketing Communication Brand Reshaping
摘 要随着中国经济发展方式的调整，如何继续实现经济的稳步增长是我国面临的一大问题。提升国产产品的知名度、提高国内市场份额、占领国际市场、提升利润空间是极为重要的一步。要提高国产产品的知名度，除了塑造全新品牌外，重新包装旧品牌、制定新的营销策略也不可忽视。在国内化妆品市场不断被国进知名品牌蚕食的今天，如何进行旧有品牌的重建更是迫在眉睫。
本文以我国知名的护肤品老字号“百雀羚”为研究对象，从营销学各角度对百雀羚近年来在国外品牌充斥的中国护肤品市场如何一步步地稳健实现品牌重建，在对其在国内营销现状进行考察分析的基础上，结合化妆品的产品及营销特征，挖掘百雀羚在品牌年轻化路程中的重新定位目标市场、进行产品创新、整合品牌传播等举措，同时建议其开发品牌故事、引发消费者共鸣、传递品牌精髓等举措建立品牌与消费者之间的情感关联，在消费者心中塑造品牌新形象，进一步扩大品牌知名度，使品牌重新获得品牌资产。本文重在研究百雀羚现已取得的成效，以及对未来稳固国内市场地位，进一步扩大市场提出相关建议，希望对诸如大宝、安安、郁美净等其他国货品牌有借鉴意义。
毕业论文关键词：百雀羚 国货 整合营销 品牌重建
Contents
Abstract.ⅰ
摘要ⅱ
Chapter 1 Introduction4
1.1 Research background and significance 4
1.1.1Brief introduction to Pechoin.4
1.1.2 Research significance ..4
1.2 Research Method .5
1.2.1 Theoretical study.5
1.2.2 Empirical study.5
1.3 Research innovations.5
1.4 Research content and framework...5
1.4.1 Research content5
1.4.2 Research framework6
Chapter 2 Literature Review7
2.1 Marketing strategy7
2.1.1 Definition of marketing strategy.7
2.1.2 Method of market strategy—four P’s marketing combination...7
2.2 Integrated Marketing Communication Strategy.......7
2.2.1 Definition of Integrated Marketing Communication....7
2.2.2 Marketing communications mix...8
2.2.2.1 Five major promotion tools of marketing communications mix.8
2.2.2.2 Four C’s of Marketing communications mix9
Chapter 3 Marketing Strategy Analysis.11
3.1 Application and effect of Four C’s.11
3.1.1 Consumer11
3.1.2 Cost.11
3.1.3 Convenience.13
3.1.4 Communication13
3.2 Application and effect of marketing communications mix14