摘  要:随着经济全球化的不断发展，我国经济水平的不断提高，企业要想在竞争中立于不败之地，必须要重视自身的营销策略。伴随生活水平的提高，我国化妆品行业发展迅速。众多国际知名化妆品品牌进入中国，国内化妆品企业争相发展，加剧了化妆品市场的竞争。因而，企业的竞争已不再单单是产品的质量、品牌、服务等方面的竞争，还有营销策略的竞争。

　　　本论文主要是以全球化妆品排名第一的欧莱雅公司的发展为背景，研究欧莱雅自1996年进入中国以来，成为中国化妆品市场的领袖之一所采取的一系列营销策略。首先介绍了中国化妆品市场的发展现状和欧莱雅在中国的发展状况，采用PEST和SWOT分析法分析了欧莱雅的营销环境，然后从目标市场、产品、价格、渠道、促销等方面研究了欧莱雅在中国的营销策略，分析其优点的同时，也指出了它的不足，最后根据市场营销学、管理学等理论，结合欧莱雅发展现状和当前中国的现实，为欧莱雅在中国的营销策略提出改善意见，既能进一步完善其营销策略以保持继续发展，又能为我国化妆品企业提供借鉴。

关键词：化妆品市场 欧莱雅 营销策略

ABSTRACT:With the continuous development of economic globalization, China's economic level, the enterprise in order to compete in an invincible position, must attach importance to their own marketing strategy. Accompanied by the improvement of living standards, China's cosmetics industry has developed rapidly. Many famous international cosmetics brand to enter the Chinese domestic cosmetics companies are scrambling to develop, intensified competition in the cosmetics market. Thus, the competitiveness of enterprises is no longer just the quality of the product, brand, service, and pay more attention to marketing strategy.

    This thesis is mainly based on the the global cosmetics L'Oreal development as the background, of L'Oreal since entering China in 1996, becoming one of the leaders of the Chinese cosmetics market has adopted a series of marketing strategies. The first introduces the development status of China's cosmetics market, L'Oreal in China's development status, PEST and SWOT analysis of L'Oreal marketing environment, and then from the target market, product, price, channel, promotion and other aspects of the L'Oreal in China marketing strategy, analyze its advantages at the same time, also pointed out the lack of it, and finally marketing, management theory, combined with the the L'Oreal development status and the current reality of China, the marketing strategy for L'Oreal in China and give them advice, both further improve its marketing strategy in order to maintain continued to develop, and can provide a reference for our cosmetics companies.

Keywords: Cosmetics market；L’oreal；marketing strategy