| Abstract | 第2-5页 |
| 摘要 | 第6-12页 |
| Chapter Ⅰ Introduction | 第12-17页 |
| 1.1 Research Background | 第12-13页 |
| 1.2 Research Purpose and Significance | 第13-14页 |
| 1.3 Research Structure | 第14-17页 |
| Chapter Ⅱ Literature Review | 第17-21页 |
| 2.1 Overseas Research | 第17-18页 |
| 2.2 Domestic Research | 第18-21页 |
| Chapter Ⅲ Theoretical Framework | 第21-29页 |
| 3.1 Product | 第21-23页 |
| 3.2 Price | 第23-24页 |
| 3.3 Place | 第24-27页 |
| 3.4 Promotion | 第27-29页 |
| Chapter Ⅳ Marketing Mix Adopted by Amore Pacific Group and ShiseidoGroup in China | 第29-52页 |
| 4.1 General Information about the Two Groups | 第29-36页 |
| 4.1.1 Amore Pacific Group | 第29-33页 |
| 4.1.2 Shiseido Group | 第33-36页 |
| 4.2 Marketing Mix Strategy of Amore and Shiseido | 第36-52页 |
| Chapter Ⅴ Comparative Analysis of Marketing Mix Between Amore andShiseido | 第52-62页 |
| 5.1 Similarities | 第52-58页 |
| 5.1.1 Stand-alone Branding | 第52-53页 |
| 5.1.2 Diverse Pricing Modes | 第53-55页 |
| 5.1.3 Various Retail Channels | 第55-57页 |
| 5.1.4 Public Relations Strategy | 第57-58页 |
| 5.2 Differences | 第58-62页 |
| 5.2.1 Localization Strategy | 第58-59页 |
| 5.2.2 Distribution Channels | 第59-60页 |
| 5.2.3 Promotion Activities | 第60-62页 |
| Chapter Ⅵ Development Analysis of Chinese Cosmetic Brands | 第62-75页 |
| 6.1 Current Development of Domestic Cosmetic Industry | 第62-67页 |
| 6.1.1 Major Brands | 第62-63页 |
| 6.1.2 Stable Export Growth | 第63-67页 |
| 6.2 Marketing Advantages of Domestic Cosmetic Industry | 第67-68页 |
| 6.2.1 Proper Brand Positioning | 第67页 |
| 6.2.2 Good Brand Management | 第67-68页 |
| 6.2.3 Low Price | 第68页 |
| 6.2.4 Scientific Research in Herbal Technology | 第68页 |
| 6.3 Challenges for Chinese Cosmetic Industry | 第68-75页 |
| 6.3.1 Poor and Simple Brand Image | 第69-70页 |
| 6.3.2 Poor Package | 第70-71页 |
| 6.3.3 Poor Promotion Effects | 第71-72页 |
| 6.3.4 Lack of Reasonable Price Management | 第72-73页 |
| 6.3.5 Lack of Effective Distribution System | 第73-75页 |
| Chapter Ⅶ Suggestions for Chinese Cosmetic Industry | 第75-85页 |
| 7.1 To Optimize Product Strategy | 第75-78页 |
| 7.1.1 To Adopt Stand-alone Branding Mode | 第75-77页 |
| 7.1.2 To Package Products with Chinese Cultural Elements | 第77-78页 |
| 7.1.3 To Adopt Localization Strategy | 第78页 |
| 7.2 To Divide the Products into Different Series in Price | 第78-80页 |
| 7.2.1 To Keep Penetration Pricing among Low-Price Products | 第79页 |
| 7.2.2 To Adopt Value Pricing among High-end Products | 第79-80页 |
| 7.3 To Upgrade Sales Channels | 第80-82页 |
| 7.3.1 To Widen Existing Sales Channels | 第80-81页 |
| 7.3.2 To Develop E-commerce Channel | 第81-82页 |
| 7.4 To Focus More on Promotion | 第82-85页 |
| 7.4.1 To Optimize Advertising Effect | 第82-83页 |
| 7.4.2 To Improve Sales Team Management | 第83页 |
| 7.4.3 To Strengthen Public Relations | 第83-85页 |
| Chapter Ⅷ Conclusion | 第85-89页 |
| 8.1 Findings | 第85-87页 |
| 8.2 Innovations and Limitations | 第87-89页 |
| References | 第89-93页 |
| Acknowledgements | 第93-94页 |
