欧莱雅公司在中国的营销策略分析

AbstractIn the thirty years since the establishment of the Chinese marketeconomy,China's cosmetics market has developed rapidly and has becomethe world's second largest consumer market,which has brought newdevelopment opportunities to many cosmetics companies worldwide.Atpresent,China's cosmetics market is extremely competitive,and local andinternational companies are scrambling for this big cake.L'Oreal has adopteda series of successful marketing strategies to stand out in the marketenvironment of hegemony and become the industry leader.Through in-depth research on the Chinese market and consumers,L'Oreal has built a brand pyramid,developed a variety of products,implemented differentiated product positioning,and three levels of high,medium and low price levels,and developed extensive and in-depth saleschannels.Consumption coverage population is increasing year by year,and itis able to flexibly choose appropriate promotion strategies according to theenvironment of each market segment.In recent years,we have alsovigorously promoted the online digital marketing of our products to keep upwith the times.L'Oreal attaches great importance to maintaining publicrelations and has been keen on public welfare for many years,and hasestablished a good corporate image.However,L'Oreal's marketing strategyalso has shortcomings.The complexity of multi-brand management has ledto imbalanced brand development.The low-end market is clearlyunder-developed.The international image also feels far from local consumers.Although L'Oreal's marketing activities in China still have some room foroptimization.But it is undeniably one of the most successful internationalcompanies in the Chinese cosmetics market.Its successful experience hasfar-reaching guiding significance for the development of domestic cosmeticscompanies.Keywords:L'Oreal (China)4P Marketing Theory Marketing Strategy