上海瑞恒發(fā)展有限公司RIVAGE系列化妝品營銷策略剖析.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文上海瑞恒發(fā)展有限公司RIVAGE系列化妝品營銷策略剖析姓名：李卓申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：楊洪蘭2001.10.2899M236李亭海瑞恒發(fā)展南限公司Rivage系列化妝鼎營銷策略削JfAbstractAtpresenttherearemanybrandsinthemarketofcosmeticsFamousinternationalbrandshavelanded0nShanghaitheseye

2、arsEverycorporationwouldrathersuffergreatlOSSevenforseveralyearsinordertoenteringShanghaimarketThey’aretryingtheirbesttofightandthecompetitionisveryfierce。ShanghaiRuihengLtd。，whichistheagencyofanewbrandTheRIVAGEseriesand

3、thecostofmarketingislimitedInthissituation，itsverydifficultfortheRlⅥ氣GEseriestosharethemarketofthecosmeticsThecorporationusedtomakeeffortsoilenhancingthecelebrityratingof“RtVAGE”brandbutnoimprovementwasmadeduetoiimitedfu

4、nd、meanwhile，marketsharedidnotexpandAfterthat，thecorporationsetup“RIVAGE”menologyand“RjVAGE”beautysalon(beautyparlorlinZ壬ONGX粼’AIFUwhicharehopedtopromotesalingbytheirinteractionstillnotSuccessfulThenisitnowayforthedevelo

5、pingofsuchmiddleorrainimakeupcorporationsas“RUl玨囂N(yùn)G”Actuallyquiteanumberofsuchmakeupcorporationsareingoodoperations，developingatacomparativelyrapidspeedTheirexperiencefoSUCCESSoperationsare：selforientation￡argetclientsch

6、oosing。marketingstyle，marketingfundallocation，mediapropagate，whicharewellworthyofbeingreferredandadoptedby“RUIHENG”。Basedonfocalizedmarketresearchthestatisticsandanalysisofalargequantityofsecondhandmaterialanddatathisdis

7、sertationanalyzesandarguedthemarketingtacticsoftheRI、，AGEseriesusingrelevantmarketingtheoriesdiscussedduringMBAcourses，ltalsoputsforwardsomeideasofthecompanystrateguthemarketingtacticsoftheRIVAGEseriesthemarketingtactics

8、oftheRuiyuanBeautySalon(BeautyParlorlaffiliatedtotheRuihencompanyandthetrainingofthemarketingsta鬣ThisdissertationraisestheideaofincreasingthesalesvolumethroughpromotingthereputationofRuiyuanBeautySalon，upholdingbrandsofb