Abstract
After the entry into WTO ,which made consumers bliss, our country's enterprises,on the other hand ,appear solemn and feel at loss, because there will come many foreign enterprises with strong, clear, penetrative and amiable brand, which makes them beyond challenge. The time of brand competition comes with that of product competition gone.
In our country cosmetics profession domain, the main enterprise has the treasure to be P&G, Unilever, L'oreal , Shanghai jahwa , Guangdong Arche and so on.In our country's cosmetics market 80 percent share by the overseas cosmetics market occupation, the national cosmetics brand mostly are not behind the ocean brand with the wind, is the grievance asks in the crevice to save.In the market of daily consumer goods, P&G is the king. Besiades, P&G is a kingdom of brands. All over the world, P&G's products are in great demand. For a long time, its name has been recorded in the name list of the 500 most powerful corporations yearly. More than 300 kinds brands belong to this formidable multinational corporation. These brands sells their products in more than 160 countries and regions. The more easy these products be sold, the more highly their brands are regarded. In China, P&G has been named "the godfather of branding". His experiences of branding are very fascinating.The valuable P&G success, is the brand image plan success, our country cosmetics brand image plan may profit from very many from the valuable P&G.
This article revolves the brand image to plan this subject, elaborated first the present paper research goal and the significance, understood the brand image plan the research present situation, and has carried on the theory narration to the brand image plan correlation content.Then has analyzed our country cosmetics brand image plan present situation, proposed in the plan exists the question, has promulgated the erroneous zone.Finally in carries on the comparison model to the domestic and foreign cosmetics well-known brand image plan in the foundation, profits from the valuable clean company the brand image plan, from the idea, the behavior and the visual three aspects discusses our country cosmetics brand image plan the mentality and the strategy.
