Research On The Optimization Of Brand Globalization Strategy Of OM Company

Since the formation of economic globalization,the world's production and management activities are gradually integrated into the global economy.With the growth of world's total trade,the world has gradually become a unified grid market system;globalization is changing the original world economic pattern.China's enterprises and consumers in the economic globalization and cultural globalization are under the dual influence,but also gradually showing a "globalization" trend,more and more enterprises began to try the globalization strategy or brand global image shaping,globalization marketing has become the inevitable choice of these enterprises.In this context,with the slow development speed of globalization of Chinese cosmetics enterprises and strong pressure of internationally renowned cosmetics business competition,how to shape the brand to enhance the competitiveness of enterprises?How to develop and implement the brand strategy needed to fit the market?This is also related to OM's future development of the core issues.To improve their competitive advantage,OM gradually began to implement the brand globalization strategy,hoping to carry out the brand globalization strategy to drive the company's overall development.This paper first summarizes the relevant theories about brand and brand globalization at home and abroad,as well as the research of brand globalization strategy,including brand building,brand globalization and brand strategy.Then,through the analysis of the competition situation of the global cosmetics industry,this paper explains the characteristics of the cosmeceuticals market and its demand,the consumer behavior of the cosmeceuticals market,the perceived value of the consumer to the OM and the competitive brand.Based on that,OM product is described in the market segment,and its dynamic positioning is defined.Then,this paper illustrates the internal and external motivations of OM's brand globalization and through OM's SWOT analysis,we discuss OM's work in the process of brand globalization,which is effective and what is to be improved.By combining the advantages and disadvantages of OM company in-depth analysis,this paper assess the effectiveness of existing strategies to find OM company brand globalization process problems encountered.After that,this paper summarizes the strengths and weaknesses of different brand strategies and optimizes OM's brand globalization strategy in the following markets for the problems encountered in the process of OM's brand globalization strategy:Asia market,represented by China and South Korea,the European market represented by France,and the American market represented by the United States.Finally,the globalization of the brand is a dynamic process that needs to be adjusted over time and the environment.With its global expansion,OM is also adjusting its brand globalization strategy.Based on the above research,this paper provides some ideas and suggestions for the development of China's cosmetics in business transnational business and brand globalization.