国际经济与贸易学院知识库

近年来，随着科技的发展，5G网络等新一代信息基础设施不断发展，以及在全球疫情蔓延，世界经济动荡加剧的时代背景下，中国的新零售发展迅猛，越来越多的跨国公司开始转变商业模式。在化妆品领域，以欧莱雅为代表的企业开始探索属于自己的新零售模式，并取得了一定成就。

本文以风靡全球的“新零售”典型化妆品品牌欧莱雅为例，在系统研究品牌营销理论的基础上，首先分析了新零售背景下，欧莱雅在华实施品牌营销策略的环境，包括用PEST分析法分析了宏观环境，用SWOT分析法分析了企业自身的环境，并对国内化妆品行业环境进行了分析。其次结合新零售时代背景，借助经典的品牌营销理论，即从品牌定位、品牌形象、品牌推广与品牌拓展四个方面研究了欧莱雅在华品牌营销的实施情况，并以问卷调查及实地调研的形式对其新零售背景下品牌营销策略的实施效果进行了分析，总结其成功经验与存在的问题，并提出相应的对策建议，以便为其今后的发展带来灵感，同时也为中国本土化妆品公司未来的发展提供借鉴。

In recent years, with the development of technology, 5G network and other new generation of information infrastructure, as well as in the context of the spread of the global epidemic and the increasing turbulence of the world economy, China's new retail has developed rapidly, which makes more and more multinational companies start to change their business models. In the field of cosmetics, the enterprises represented by L 'Oreal began to explore their own new retail mode and made some achievements.

This paper take the famous typical “new retail” cosmetics brand l 'oreal as an example, based on system research of brand marketing theory, firstly analyzes environment for L 'Oreal to implement its brand marketing strategy in China, including macro environment is analyzed with PEST analysis method, using the SWOT analysis method analyzes the environment of the enterprise itself, finally analyses the domestic cosmetics industry environment. Second combined with new retail background, with the aid of the classic brand marketing theory, namely, from the brand positioning, brand image, brand promotion and brand development four aspects to study the L 'Oreal in China, the implementation of brand marketing, and in the form of questionnaire and on-the-spot investigation to sdudy its effects, and summarized its successful experiences and existing problems, and put forward the corresponding countermeasures and suggestions, so as to bring inspiration for its future development, and to provide reference for the development of Chinese cosmetics company in the future.