摘要：對(duì)于現(xiàn)代企業(yè)來說，品牌日益成為生存和成功的核心要素之一。品牌意味著市場(chǎng)地位和利潤(rùn)。優(yōu)秀的品牌不僅代表著企業(yè)的形象，更是企業(yè)的核心競(jìng)爭(zhēng)力。我國(guó)民族化妝品品牌很多，但是真正著名的品牌寥寥無幾。在如今這種外資品牌入侵，競(jìng)爭(zhēng)日益激烈的環(huán)境下，民族化妝品企業(yè)建立有效的民族品牌戰(zhàn)略已經(jīng)勢(shì)在必行。在這里就簡(jiǎn)要的介紹自然堂的民族品牌戰(zhàn)略，給眾多面臨品牌危機(jī)的化妝品企業(yè)提供一些借鑒。

關(guān)鍵詞：自然堂 民族品牌戰(zhàn)略

Abstract: For a modern enterprise, the brand is becoming one of the core elements determining its survival and success. A brand means the market position and profits of a modern enterprise. Excellent brand represents not only the company's image, but also its core competitiveness. There are many ethnic cosmetics brands in China, but few of them are really well-known. Nowadays in face of the invasion of foreign brands, which make the market environment become more competitive, national cosmetics companies have to establish their effective national brand strategies as soon as possible. Here is a brief introduction to Chcedo's national brand strategy, which may provide some reference to many cosmetics companies facing the brand crisis.

Keywords: Chcedo, National brand strategy.

研究意義及目的

　　　在中國(guó)發(fā)展了30多年的朝陽(yáng)產(chǎn)業(yè)—化妝品行業(yè)目前面臨著巨大的挑戰(zhàn)和機(jī)遇。巨大的國(guó)內(nèi)消費(fèi)市場(chǎng)上，充斥著國(guó)內(nèi)國(guó)外各種化妝品牌。從大寶、小護(hù)士，到蘭蔻、歐萊雅、雅芳。目前民族品牌所占的市場(chǎng)份額在40%左右，但是利潤(rùn)總額的80%卻是被外國(guó)洋品牌獲取了。因此，品牌戰(zhàn)略在利潤(rùn)空間巨大的化妝品行業(yè)中起了至關(guān)重要的作用。目前在我國(guó)化妝品行業(yè)中自主品牌稀缺的情況下，“自然堂”這一民族品牌在商超及專賣店的異軍突起，無疑為民族化妝品行業(yè)的發(fā)展燃起了新的希望。本文通過研究“自然堂”品牌戰(zhàn)略為國(guó)內(nèi)化妝品行業(yè)的戰(zhàn)略實(shí)施提供借鑒參考，促進(jìn)民族化妝品產(chǎn)業(yè)的發(fā)展。