Dissertation > Excellent graduate degree dissertation topics show

Research on Original Brand of BBL Cosmetics Corporation

Author: ZhongDanNa
Tutor: LiYe
School: South China University of Technology
Course: Business Administration
Keywords: Cosmetics market OEM production Own brand International Marketing
CLC: F426.72
Type: Master's thesis
Year: 2011
Downloads: 164
Quote: 0
Read: Download Dissertation

Abstract


In the context of economic globalization, the Chinese cosmetics companies ever more deeply involved in the international division of labor. But in the international division of labor, the Chinese cosmetics companies, mostly in the most low-end of the value chain, only to get the limited processing profits with cheap labor costs. However, with increasing of cosmetics rapid increase of the number of firms and labor costs, the advantage of this vulnerability is gradually lost. How to create their own brand of cosmetics companies in China, from low value-added part of the transition to high-value-added part is a practical significance of the research topic. Guangzhou the BBL cosmetics company, using case studies of the BBL companies to create their own brand of case studies. BBL cosmetics company, founded in 1999, is mainly engaged in cosmetics OEM business. After China's accession to the WTO, the company's OEM business after several years of rapid development, then plunged into the stop the growth in sales and profits fell plight. Therefore, the leadership of the company in 2008 to do an important decision, and the resources of the company decided to gradually shift from OEM production to create their own brand. Choose a specialized market segments by analyzing market opportunities, and differentiated brand positioning, the BBL cosmetics company own brand of practice stage success, the brand products have been successfully exported to a dozen countries overseas, 2010 the sales of 21.79 million yuan. BBL own brand cosmetics company strategic decisions and marketing strategy. First use of PEST model and five forces competitive model, the BBL cosmetics companies to create their own brand macro environment and industry competitive environment analysis, combined with the company's internal environment through SWOT analysis, pointed out the opportunities and threats faced by the company, the company its own advantages and disadvantages, looking for the company's own brand of success factors and future development of the favorable and unfavorable conditions. By theoretical analysis, the article summarizes the the BBL company's own brand successfully: an accurate grasp of market information, the brand's market positioning accuracy, attention to product quality and innovation, good at using the OEM customer resources, and marketing programs for agents attractive. As a small to mid-sized cosmetics companies, BBL own successful experience of the brand in many of our most low-end of the value chain processing enterprises with a certain reference.

Related Dissertations

  1. Foreign Original Equipment Manufactures Production of Trademark Infringement,D923.43
  2. The Mobile Production Project Business Plan of Jr Electronics Factory,F275
  3. The Research of Quality Control on OEM Production Pattern of DYH,F273.2
  4. OEM supplier management projects,F273.2
  5. A Study on Strategy of Enterprises in Agricultural Products Exporting of Jilin Province Developing Market in EU,F762
  6. The Research of Development Strategies about Independent Brands of China’s Automobile Industry,F426.471
  7. SH household carpet International Marketing Channel Strategy,F426.81
  8. Resin grinding wheel International Marketing Strategy Research,F426.4
  9. Datang Telecom International Marketing Research,F279.26
  10. Opening Up Middle-East Textile Market,F416.8
  11. On the SME e-commerce strategy to penetrate the international market,F276.3
  12. The Yantai Wanhua Microfiber International Marketing Strategy,F279.26
  13. Research on Problems of Large Retail Enterprise,F721
  14. TCM International Marketing Strategy,F752.62
  15. Marketing innovation in international operations,F713.5
  16. Three T Private Enterprise——The Way of Launching,Marketing and Development,F276.5
  17. Improve sichuan enterprise international market development ability and the strategy the empirical analysis,F279.27
  18. ON INTERNATIONAL MARKETING STRATEGY FOR SILK EXPORT ENTERPRISES,F752.6
  19. Post-WTO China's garment export enterprises International Marketing Strategy,F752.62
  20. The Research on Exported Brand Strategy of Chongqing MX Automobile Company,F426.471

CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
© 2012 www.DissertationTopic.Net  Mobile