The Marketing And The Cross-cultural Analysis Of The French L’Oreal In China

As a foreign-Enterprise, French L’Oreal has a successful set of brand strategy and tactic, its communication strategies will focus on the combination between local culture and its own personality, which bring the spirit of the pursuit of beauty and avocation for high quality of life for Chinese people. At the same time it also takes our national characteristics and customs into account, which getting more recognition from the Chinese custom. This thesis took the marketing strategies in China as the research object to explore the L’Oreal Group’s culture promotion and culture localization.The introduction presented the background, significance of the current researches and the research method. Chapter I discussed L’Oreal’s product packaging and market positioning through two macroscopic points:fashionable packaging design and technological innovation. Chapter II elaborated L’Oreal’s marketing strategies and market relations. The part of marketing strategies discussed the areas and channels of marketing and the advertisement strategy which from the point of female-centric. The part of marketing analyzed the process of creating a good image and building corporate culture with Chinese characteristics through developing public welfare projects. Chapter III focus on the analysis of civilization, and pointed out those strategies of brand with the spread of the French spirit, French fashion breath and good life are to promote the local culture. The counter plan of localization which based on the aesthetic standard of Chinese female, consumption view and "Uncertainty Avoidance" are their localization strategies in Chinese markets.