摘要：受国民经济不断增长、中国女性与男性护肤意识增强，而中国的电子商务发展迅猛，越来越多的日化品牌宣传以电子商务为主题，如何在日益严峻的中国市场中保持并不断提高市场份额以谋求进一步发展，是资生堂必须考虑的问题。本研究论文以资生堂发展状况为背景，以为中国市场推出的欧珀莱、悠莱、泊美为代表，与其他同类型品牌为参照，以提高资生堂的市场份额为目的，通过文献搜集、网上查询等方式进行数据收集，运用相关的统计工具进行数据分析，并在此基础上通过多种模型分析市场环境，利用安索夫矩阵确立营销战略，着重从产品战术策划的角度对资生堂的发展提供可行性建议，希望能对资生堂品牌线上市场份额的提高提供有参考价值的信息。

关键词： 资生堂 营销策略 电子商务 

Shiseido Online Marketing Strategy

to Improve Market Share

Abstract:As the national economy continues to grow, Chinese women and men have increased their awareness of skin care, and China’s e-commerce industry is developing rapidly. More and more of the daily chemical branding is e-commerce themes. How to maintain and continuously improve the market in the increasingly severe Chinese market In order to seek further development, share is a question that Shiseido must consider. This research paper is based on Shiseido's development status. It is represented by the AUPRES,UARA , and PURE&MILD launched in the Chinese market. It is used as a reference against other brands of the same type. It aims to increase the market share of Shiseido and conducts data through questionnaire surveys and online inquiries. Collect, use relevant statistical tools for data analysis, and analyze the market environment through various models based on this, use Ansoff Matrix to establish marketing strategy, and provide feasible suggestions on the development of Shiseido from the perspective of product tactical planning. It can provide reference information for the improvement of Shiseido brand online market share. 

Keywords: Shiseido; e-commerce market; marketing planning;

目录

一、绪论 1

（一）调研背景 1

（二）研究内容 2

（三）调研目的 2

二、品牌简介 3

三、资生堂营销现状及分析 5

（一）市场调查与数据分析 5

1、调研目的 5

2、调研方法 5

3、数据收集及数据分析 5

（二）宏观环境分析（PEST分析） 10

1、政治环境 10

2、经济环境 11

3、技术环境 11

4、社会文化环境 11

（三）行业环境分析（波特五力模型） 11

1. 目前行业内的竞争对手的竞争强度分析： 12

2. 新进入企业的潜在进入威胁分析 13

（三） 综合分析（SWOT分析） 13

1.优势分析 14

2.劣势分析 14

3.机会分析 14 资生堂线上提高市场占有率的营销策略研究SWOT分析:http://www.chuibin.com/guanli/lunwen_205491.html