歐萊雅論文答辯

1、On the Relationship Between Culture and Market Strategies by the Case of LOREAL in Three Regions 從歐萊雅在三個國家的發(fā)展案例中研究文化與營銷策略制定的關系指導老師：許軍班級：10商英1班答辯學生：鄧穎茵ABSTRACT Along with the rapid progress of global economy, the increasing number of transitional corporations arises in modern society. LOREAL is one o

2、f well-known transitional corporations in global market. According to analyzing LOREAL marketing plans in France, China and Dubai, we can find that knowing cultural diversity is important to make marketing plan. Besides, taking LOREAL as an example, Chinese enterprises can enter into global market s

3、uccessfully.Key words: transitional corporations; LOREAL; cultural diversity; marketing plan Outline1. Introduction2. The Importance of Multicultural Marketing to Transnational Corporation 2.1 The Impact of Culture on Marketing Strategy 2.2 Cultural Influence on Selected Aspects of Marketing Strateg

4、y 2.2.1 Rituals and Religions 2.2.2 Signs and Symbols3. Analysis on LOREAL Marketing Strategy According to Culture Diversity 3.1 Advertising and Public Relationship in Accordance with Signs and Symbols 3.2 Making Marketing Plan Base on Consumer Buying Behaviors in Accordance with Rituals and Religio

5、ns4. The Disadvantages of LOREAL Marketing Strategies5.The Implications of LOREAL to Chinese Enterprises Marketing Plan According to the Culture 5.1 Research Based on Customers in Local Market 5.2 Intercultural Communication 5.3 Social Responsibilities 5.4 Marketing Strategies Improvement6. Conclusi

6、on LOREAL is one of typical transnational corporations in the world.LOREAL established its branches in China, America, Canada, Brazil, United Arab Emirates and other regions.LOREAL has its different branch brands .The Impact of Culture on Marketing Strategy Culture DiversityRituals and Religions Sig

7、ns and Symbols Advertising and Public Relations in Accordance with Signs and SymbolsPublic RelationsConsumer Buying Behaviors The Disadvantages of LOREAL Marketing Strategies Too many branch brand names shower bath The Implications of LOREAL to Chinese Enterprises Marketing Plan According to the Cul

8、ture1 Research Based on Customers in Local Market2 Intercultural Communication 3 Social Responsibilities 4 Marketing Strategies ImprovementConclusion According to study the case of LOREAL, we can find that culture diversity have a big effect on marketing strategies. Culture difference is a significa

9、nt factor affecting consumers buying behavior. In terms of analyzing consumers buying behavior in different regions, LOREAL is a good example for Chinese transaction enterprises to follow. However, there are some disadvantages in LOREAL, such as plenty of branch brands confuse customers. Thus, Chine

10、se enterprises should clarify the branch brands of products and make customers have a clear concept. ACKNOWLEDGEMENTSMy sincere gratitude must be extended to my supervisor Xu Jun, for his dedicated commitment of time, efforts, encouragement. In the period of time from the preparation of this thesis to its completion, Mr. Xu kept in touch with me. And his useful and patient assistance can not be emphasized too much. His strict requirements have enabled me to learn how to do rese