欧莱雅集团的国际市场营销

Cross-cultural and International Marketing

---The L’ORÉAL Group The L’ORÉAL Group, one of the world's largest cosmetics company, was founded in 1907. It is the leader in the cosmetics industry, scope of business in more than 130 countries and regions, with 283 branches 42 factories worldwide in more than 100 agents, and more than 50000 employees, is headquartered in multinational company, is one of the fortune global 500 companies. L’ORÉAL has developed activities in the field of cosmetics, concentrating on hair color, skin care, sun protection, make－up perfumes and hair care. L’ORÉAL is active in the dermatological and pharmaceutical fields.

As an overseas-funded enterprise, The L’ORÉAL Group possesses successful and prosperous brand strategies and marketing strategies. Its communication strategy in China well combined its own personality with Chinese native culture. To illustrate it specifically, The L’ORÉAL Group not only exerts a subtle influence which the French nation’s pursuit of beauty, romance and freedom as well as the conception of advocating a high quality life make on Chinese people, but also attaches great importance to the cultural characteristics and living habits of the Chinese nation. Therefore, it creates a popular cosmetic consumption, consequently, obtaining the recognition and favor of Chinese consumers.

The L’ORÉAL Group’s making such a big success in the Chinese market is the result of its advanced and the all-around marketing strategy. So, next, I will select some parts of its strategies to introduce.

Firstly, it is the product strategy. A company's products occupy the central position in the whole market , good products can set up a good enterprise image and help enterprises to

expand the market. The L’ORÉAL Group improves the quality of the products of the company, simultaneously increases the number of the product. Although the product line is single, it is longer than any other company. There are four major plates in terms of its products: ordinary products, top-grade cosmetic, professional hair care cosmetics and active cosmetics. Under these products, brands are of different function and price. For instance, LANCOME is a brand of top grade cosmetic, also belongs to the high-grade products; VICHY is a brand of active cosmetics, also the intermediate products; MAYBELLINE NEW YORK is a brand of ordinary products, also the low-grade products. That is to say, The L’ORÉAL Group has corresponding brand and product positioning according to different target groups. Its variety of products covers almost the whole of Chinese consumers. Besides, about the package, The L’ORÉAL Group integrates the design of French fashionable flavor with injection of the concept of science and technology creativity. It is obvious that The L’ORÉAL Group has a comprehensive plan for a foray into China market.

Secondly, it is the channel strategy. On the one hand, it is the multi-channel distribution. The main purpose of enterprise’s production is to sale. The diversification of products of The L’ORÉAL Group determines that it will adopt various sales modes. When The L’ORÉAL Group chooses sales channels, it doesn’t concentrate on only one type of sales method, but chooses the proper way according to specific characteristics, so as to be based on different particular circumstances. To speak specifically, The L’ORÉAL Group includes four distribution channels. They are dealers, wholesalers, secondary wholesalers and retailers. Among these, the number of dealers is the smallest, while the number of retailers is the biggest. Using this way can make the produces more standard. On the other hand, it is the wide sales area. Products of L’ORÉAL spread all over China,