On Cross-Cultural Marketing Strategies L'Oreal Cosmetics Industry in China Inspiration

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On cross-cultural marketing strategies L'Oreal cosmetics industry in China Inspiration Posted:2011-3-17 11:06:00 views:16190 Author:*** [pic][pic]
[Paper Keywords] Cross-Cultural Marketing Strategy Implications L'Oreal
[Abstract] This paper mainly uses the example of the method, outlining the international situation and domestic cosmetics industry, L'Oreal, through the analysis of cross-cultural Marketing strategies, discover the L'Oreal Group on Dunning's eclectic theory of international production use at this stage will extend the company's globalization strategy as detailed cross-cultural strategy aimed to the development of China's cosmetics industry has made three major revelation: brand cross-cultural, cross-cultural Marketing and cross-cultural research.

With the integration of world economy and regional economic grouping the continuous deepening of the internationalization of business have become unstoppable craze. Enterprises worldwide use of resources, will have their own capital, technology management skills, market linkages, research and local development, etc. with the host country have the human resources, natural resources and even combine the advantages of market size, the use of cross-cultural advantages, expand international business in a global context complement each other, become the main form of international operations. In cross- international companies operating in the produce, as in a different cultural background, geographical environment, inevitably will encounter unprecedented opportunities and challenges. effectively cross-cultural management, international companies in cross-cultural background, geographical successful operation under the guarantee This is especially the Chinese companies into the global economy more realistic.

First, the world cosmetics market overview
1993-2003 the world of cosmetics and beauty products of the total sales growth of 24% per year,

Links: to Research Papers Download http://www.hi138.com (c) of the L 'Oreal Group 's cross-cultural Marketing strategy Inspiration L 'Or��al has always been to respect individual differences, and to diversify the products and brands to meet the various needs of consumers as is its mission. Every consumer has a unique appearance and physical characteristics, age, skin and different hair types. cultural diversity as colorful. U.S. consumers in different countries. on the cosmetics and personal care products have a different perception, and this perception will change over time . consumers of hair styling, skin care, makeup and fragrance products Individualized expression of the uniqueness of the individual L 'Oreal cross-cultural Marketing strategies to China 's most prominent cosmetic industry to bring enlightenment to the following three points: the brand cross-cultural, cross-cultural Marketing and cross-cultural research. 1. Brand cross-cultural (1) occupation of the Chinese market L 'Oreal entered the Chinese market from the process, we can see that L 'Oreal plans to enter the Chinese market is actually occupied by a multi-brand strategy and brand management strategy based on a combination of local "Chinese pyramid." The first layer of the pyramid: L 'Oreal Group In 1996 the acquisition of Maybelline (L 'Oreal) to $ 758,000,000 less the acquisition of Maybelline brand market share, will Maybelline moved its headquarters from Memphis New York. from overseas markets after the increase of Maybelline trademark "New York" word, some of the original lay Maybelline results of R & D lab, so quickly to market. The move will be a declaration of scientific and technological innovation make the authority more perfect fusion together. In the same year L 'Oreal co-founded the company and the Suzhou Medical College Suzhou L 'Oreal Co., Ltd., and Suzhou, the first cosmetics manufacturer, specializing in the production Maybelline (Maybelline) Series Products L 'Oreal Group in this period population, it is clear why the out of the enterprise investment gains a heart. The group played a Maybelline advantages of intangible assets, laid the foundation stone for the Chinese market. Second layer of the pyramid: the introduction of L 'Oreal Paris. Oreal company founded in 1997 in Shanghai Representative Office of China 's total, is responsible for distribution in China of various products company L 'Oreal. Two years later, L 'Oreal full advantage of the location advantage, a second home in Suzhou, manufacturers, production L 'Oreal Paris (L 'Oreal Paris) products, to expand the market size, to maximize profits. Obviously, the introduction of L 'Oreal is the internalization of Dunning full advantage of embodiment of the L 'Oreal Group will own the property through an internal transfer to China of a subsidiary, so that the transfer through the market to outsiders than to get more benefits. Meanwhile, the group will have its own special advantages (peculiaradvantage) on its head, L 'Oreal Paris, the advanced production technology, management skills and product features, trademark brand, resulting in the Chinese market is not a small impact and influence. The third layer of the pyramid: the acquisition of Yue-Sai and small nurse In 2003, L 'Oreal China 's acquisition of the "Little Nurse" brand. Received, including "Little Nurse" brand, in addition to Li, founder of all but the management team and all sales outlets and Yichang in Hubei Province for a production base. L 'Oreal China 's move is to help a low-end brand of native mature and improve its brand in China, trying to build the pyramid of the tower base section. L 'Oreal company invited a Chinese film Gong Li stars as the image of its representatives in the Greater China region, trying a full range of the L 'Oreal brand localization of the group., followed by L 'Oreal Group, Coty Inc. has announced it has signed an agreement to acquire its subsidiary brand Yue-Sai. this period, the L 'Oreal Group brand acquisitions by trying to brand the intention of fully exposed to the localization of Chinese consumers eyes. L 'Oreal acquired a small nurse, Yue-Sai is to achieve the trademark ownership advantages. Through a series of mergers and acquisitions of Chinese domestic brands, L 'Oreal, the ownership advantages and locational advantages of combining a good use of the market expanding investments in China, to bring much more revenue and development prospects.