篇一：商务英语毕业论文
Strategies on Cosmetic Marketing
School:
Heilongjiang University
May 10, 2015
Abstract
The modern sense of the marketing ideological originally started in the early 20th century，the change that marketing research converted traditional economics into management science marked the beginning of the marketing management era, 4Ps’s proposed by expert have laid the foundation theoretical framework for the management of marketing. The major issues which our marketing academia and business circles are facing with currently are that how can mature international marketing theory integrate with China market in transition. Business marketing strategy is the main activity of the modern business marketing and whether the strategies are scientific is directly related to the success or failure. Hence, to make the business marketing activities operate and to achieve the expected economic benefits, we must research, analyze and evaluate the business marketing strategies. With the continuous development of the society, the cosmetics industry has become a shining star. In this paper, I analyzed the present situation of China’s cosmetic industry’s competition and summarized the marketing strategies of foreign brand-name cosmetics. I studied that how can domestic small cosmetics stand out in a highly competitive market and expand the market share by focusing on branding and marketing strategy. This has a very important practical significance for improving our ability and level of analyzing and solving problems.
Key words
cosmetics industry, products, brands, marketing, strategy
摘要
现代意义的市场营销思想最初始于20世纪初，营销从传统的经济学转入管理学研究，标志营销管理时代的开始，4个P理论的提出奠定了管理营销的基础理论框架，如何将国际成熟的营销理论与方法和中国转型市场完成对接，是当前摆在我国营销学界和企业界面前的一个重大课题。企业市场营销战略，是现代企业市场营销的主要活动，战略和策略制定是否科学，直接关系到企业营销的成败。因此，要使企业营销活
动正常进行，取得预期的经济效益，就必须研究、分析和评价企业的市场营销策略。随着时代的不断发展，化妆品行业俨然成为一颗闪耀的巨星。本文深入分析我国化妆品行业的市场竞争现状，总结分析了国外名牌化妆品的营销策略，重点从和营销策略出发，研究国内中小化妆品如何在竞争激烈的市场上脱颖而出，扩大市场份额。对于提高自己分析问题、解决问题的能力和水平，具有非常重大的实际应用意义。
关键词
化妆品行业，产品，品牌 ，营销 ，策略
Contents
Abstract .......................................................................................................................................................... I 摘要 ...............................................................................................................................................................II
1. Introduction .............................................................................................................................................. 1
2. Overview of Marketing Theory .............................................................................................................. 1
2.1 Traditional Marketing Theory ......................................................................................................... 1
2.2 4Ps Theory ....................................................................................................................................... 1
2.3 SWOT analysis ................................................................................................................................ 2
3. 4Ps Theory’s Application of Three Brands’ Marketing Strategies .................................................... 2
3.1 Product Strategies ............................................................................................................................ 2
3.1.1 Product Strategies Applied in Avon .................................................................................... 2
3.1.2Product Strategies Applied in Natural Republic ................................................................. 3
3.1.3Product Strategies Applied in Pehchaolin .......................................................................... 3
3.2 Price Strategies ................................................................................................................................ 3
3.2.1 Price Strategies Applied in Avon ......................................................................................... 3
3.2.2 Price Strategies Applied in Natural Republic ...................................................................... 4
3.2.3 Price Strategies Applied in Pehchaolin ................................................................................ 4
3.3 Place Strategies ................................................................................................................................ 4
3.3.1 Place Strategies Applied in Avon ......................................................................................... 4
3.3.2 Place Strategies Applied in Natural Republic ..................................................................... 4
3.3.3 Place Strategies Applied in Pehchaolin ................................................................................ 5
3.4 Promotion Strategies ........................................................................................................................ 5
3.4.1 Promotion Strategies Applied in Avon ................................................................................. 5
3.4.2 Promotion Strategies Applied in Natural Republic .............................................................. 5
3.4.3 Promotion Strategies Applied in Pehchaolin ........................................................................ 5
4 SWOT Analysis’s Application of Three Brands’ Marketing Strategies ............................................. 6
4.1 Strength Analysis ............................................................................................................................. 6
4.1.1 Strength Analysis of Avon ................................................................................................... 6
4.1.2 Strength Analysis of Natural Republic ................................................................................ 6
4.1.3 Strength Analysis of Pehchaolin ......................................................................................... 7
4.2 Weakness Analysis .......................................................................................................................... 7
4.2.1 Weakness Analysis of Avon ................................................................................................. 7
4.2.2 Weakness Analysis of Natural Republic .............................................................................. 7
4.2.3 Weakness Analysis of Pehchaolin ........................................................................................ 7
4.3 Opportunity Analysis ....................................................................................................................... 8
4.4 Threats Analysis .............................................................................................................................. 8
Conclusion .................................................................................................................................................. 10
References ................................................................................................................................................... 11
Acknowledgements..................................................................................................................................... 12
Strategies on Cosmetic Marketing
1. Introduction
In this paper, I used the Avon of United States, Natural Republic of South Korea and Pehchaolin of China as examples. Avon’s marketing strategies are the most persuasive as it is the world-famous brand of cosmetics. South Korea has advanced technologies of producing. Although Natural Republic is an emerging brand, it can quickly capture the market shows the advantage of its marketing strategies. Pehchaolin is a Chinese historic brand and it is constantly improving their marketing strategies in order to occupy more market share under the impact of the age.
I referenced the 4P’s theory and SWOT analysis, through analyzing and comparing with the three companies marketing strategies to find out the advantages or areas for improvement and excellent marketing strategies that we can learn from.
2. Overview of Marketing Theory
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at-large.
2.1 Traditional Marketing Theory
For marketing, western scholars have given hundreds of definitions, the following are more representative.
In 1960, American Marketing Association (AMA) defined marketing for “marketing is a business way which guides the goods and services from producers to consumers or users”. E. J. McCarthy held that marketing is the business activity that guides the goods and services from the producers to the consumers or users in order to satisfy customers and achieve business goals. This definition is more advanced than the previous one by AMA because it has clearly pointed out the companys business goal is to meet customers’ needs and make profit.
It can be seen from the above definition that with the development of the social economy and the deepening of human understanding, the connotation and denotation of the marketing have been greatly eiched and expanded. The process extended forward to a variety of activities in the field of production and pre-production and back to the consumers after the end of the sale. Its content expanded to market research, market segmentation, product development, pricing, select distribution channels, advertising, promotion, service, information feedback and other aspects.
2.2 4Ps Theory
E. Jerome McCarthy, the professor of the University of Michigan, has attributed the elements of the companies marketing strategies to a combination of four basic strategies for the first time in his Basic Marketing in 1960. This was known as the 4Ps theory: product, price, place, promotion.
4Ps’s proposed laid the foundation theoretical framework for the management of marketing and provided theoretical guidance and time methods for business marketing management.
篇二：商务英语毕业
商务英语写作论文
学 院： 外 国 语 学 院 专 业： 商 务 英 语 年 级： 2 0 1 2 级 姓 名： 张 胜 男
论文题目： Implication of Cultural Differences on International Business Negotiations
指导教师： 李晶漪 职称： 副教授成 绩：
2014 年 6 月 19 日
Contents
Abstract. ...................................................................................................... 3
Key words ................................................................................................... 3
摘 要 ........................................................................................................... 3
关键词 ......................................................................................................... 4
1.Introduction .............................................................................................. 4
2. Types of Culture Differences .................................................................. 4
2.1 Value View ................................................................................................... 4
2.2. Negotiating Style ........................................................................................ 5
2.3. Thinking Model .......................................................................................... 5
3. Impact of Cultural Differences on International Business Negotiations 5
3.1Impact of Value Views Differences on International Business Negotiations 6
3.2 Impact of Negotiating Style Differences on International Business
Negotiations ....................................................................................................... 6
3.3 Impact of Thinking Model Differences on International Business
Negotiation ......................................................................................................... 7
4. Coping Strategy of Negotiating across Cultures .................................... 7
4.1 Making Preparations before Negotiation. .................................................... 8
4.2 Overcoming Cultural Prejudice ................................................................... 8
4.3 Conquering Communication Barriers .......................................................... 8
5. Conclusion .............................................................................................. 9
Bibliography ............................................................................................. 10
Implication of Cultural Differences on International Business
Negotiations
Name: Zhang ShengnanNo.: 20125061824
Business English MajorSchool of Foreign Languages
Supervisor: Li jingyi Title: Associate Professor
Abstract: The business negotiations under different cultural conditions come to cross- cultural negotiations. With the economic globalization and the frequent business contacts, cultural differences seem to be very important; otherwise they could cause unnecessary misunderstanding, even affect the result of the business negotiations. This means it is very important to know the different culture in different countries and the ways to avoid the culture conflicts in the international business negotiations. The article commences from the types of culture differences, then it explains the impacts of these culture differences on international business negotiation and finally it analyzes how to deal with the problem of the cultural differences correctly in negotiation process. Such a standpoint is emphasized: In the business negotiations between different countries, negotiators should accept the other party’s culture, and try to make him be accepted; then make a correct evaluation with the help of valid communication and discover their real benefits between them. Besides, we should know clearly and try to accept the culture differences as possible as we can. It is very important for the success of culture negotiations.
Key words: Culture; Cultural differences; Business negotiation; Impact
摘 要:不同文化条件下的商务谈判就是跨文化谈判。在世界经济日趋全球化的今天，随着国际间商务交往活动的频繁和密切，各国间的文化差异就显得格外的重要，否则将会引起不必要的误会，甚至可能直接影响商务交往的实际效果。这味着如何化解各国不同文化背景在国际商务谈判中是非常重要的。文章从文化差异的类型入手，然后解释了这些文化差异对国际商务谈判的影响，最后分析了如何正确解决谈判过程中文化差异的问题。文章强调了这样一个观点，在不同国
家商务谈判中，谈判员应该接受对方的文化，并试图是自己被对方所接受，然后在有效沟通的帮助下做出正确评估，并找出它们之间的真正利益。此外，们应该尽可能的清楚的了解并发现对方的文化。这对文化谈判的成功至关重要。 关键词：文化；文化差异；商务谈判；影响
1.Introduction
Along with the advancement globalization and China’s WTO entry, business enterprises in China have to face more and more business negotiations with foreign enterprises, especially with American enterprises. In these negotiations, Chinese negotiators sometimes feel uncomfortable, puzzled, lost, irritated and the alike, because of unfamiliar custom and behaviors demonstrated by American negotiators. Meanwhile, American negotiators confront the same situation. Cult rural differences between China and west countries could cause many problems. Therefore, understanding cultural differences and overcoming them is crucial in international business negotiations.
Although the definition of culture is numerous and vague, it is commonly Recognized that culture is a shared system of symbols, beliefs, values, attitudes and expectations. Culture is a major determinant in business negotiation. So have a clear picture of culture differences if of great significance.
2. Types of Culture Differences
The east countries and west countries have produced different cultures on the different continents. Among the different cultures, value views, negotiating style and thinking model appear more obvious.
2.1 Value View
Value view is the standard that people use to asses objective things. It includes time view, equality view and objectivity. People may draw a different or even contradictory conclusion about the same thing. Value view is one of the most
important differences among the many factors. It can influence the attitude, needs and behavior of people. The value view varies from nation to nation, people know that the eastern person focus on collectivism, while the western people pay more attention to individualism.
2.2. Negotiating Style
Negotiating style refers to the tolerance and graces which the negotiator shows in the negotiation. The negotiators show their negotiating style through behavior, manners and the method of controlling negotiation process during the negotiation. The negotiator’s negotiating style has a bearing on their culture background. According to the culture differences, negotiating style falls into two types: the east negotiating style pattern and the west negotiating style pattern.
2.3. Thinking Model
Thinking model reflects the culture. Because of the influences of history background, continents, words and living method, different nations generate different thinking models. Surely, there is more than one thinking model of a nation, but one is more obvious compared with others. As a whole, east people, especially Chinese have strong comprehensive thinking, image thinking and curved thinking, while analytical thinking, abstract thinking and direct thinking are possessed by the west people.
3. Impact of Cultural Differences on International Business Negotiations
With the rapid development of economy, we need to do business with businessmen under different culture background, so in order to reach trade agreement, it is necessary for us to study the impact of culture differences on international negotiation in global business activities. The impact of culture differences on international negotiation is extensive and deeply. Different cultures divide the people into different group and they are also the obstacles of people’s communication. Accordingly, it is required that the negotiator should accept the culture of each other. Furthermore, through culture differences, it is important that the negotiator reveal and
篇三：商务英语毕业论文
合肥xxxx学院
毕业论文（实践）
系 别 工商与金融学院
专 业商务英语
年 级三
学 制学 号
姓 名 2014年 12月
在商务谈判中的作用
【内容摘要】人们常说“礼多人不怪”，而在商务谈判中礼仪更是必不可少。大凡正式正 规的谈判都是很注重礼仪的。随着现代社会经济的发展，商务活动变成一种全球化的社会活动，是企业运行过程中的重要组成部分，也是整个社会机体运行的基础。商务谈判需要人与人之间的沟通，礼仪是谈判者拉近双方距离的桥梁与纽带，也是正确高超的谈判技巧的体现。本文主要谈论了商务谈判、商务礼仪的特征和基本原则、以及礼仪在商务谈判中发挥的重要作用。
【关键词】 礼仪 商务谈判 作用
一、礼仪的定义
礼仪是在人际交往中，以一定的、约定俗成的程序方式来表现的律己敬人的过程，涉及穿着、交往、沟通、情商等内容。从个人修养的角度来看，礼仪可以说是一个人内在修养和素质的外在表现。从交际的角度来看，礼仪可以说是人际交往中适用的一种艺术、一种交际方式或交际方法，是人际交往中约定俗成的示人以尊重、友好的习惯做法.。从传播的角度来看，礼仪可以说是在人际交往中进行相互沟通的技巧。可以大致分为政务礼仪、商务礼仪、服务礼仪、社交礼仪、涉外礼仪等五大分支。礼仪就是以最恰当的方式来表达对他人的尊重。对一个人来说，礼仪是一个人的思想道德水平、文化修养、交际能力的外在表现，对一个社会来说，礼仪是一个国家社会文明程序、道德风尚和生活习惯的反映。
二、商务谈判的内涵
（一）商务谈判的定义
商务谈判,是国际商务活动中不同的利益主体,为了达成某笔交易,而就交易的各项条件进行协商的过程。可以说,商务谈判是一种对外经济贸易活动中普遍存在的一项十分重要的经济活动,是调整和解决不同国家和地区政府,以及商业机构之间不可避免的经济利益冲突的必不可少的一种手段。
（二）商务谈判的特征
1、普遍性
商务谈判必应理解为商业企业之间的谈判或者商业企业进行的谈判。作为商务谈判的主体，它涉及到各类组织、各个部门、各行各业以及国家之间。反采购或销售某商品，都会成为商务谈判的当事者。这表明，商务谈判在当今社会是
人们参与最为普遍的一种谈判形式，它理所当然地愈益受到人们的普遍关注。
2、交易性
交易及买卖商品。商务谈判不在于谁来谈判，而在于为何谈判和谈什么。凡为现实交易目标而相互协商的活动，即为商务谈判。交易性，是商务谈判的特定议题，是商务谈判区别于其他谈判的基本标志，也是商务谈判的基本属性。
3、利益性
商务谈判的交易性，决定了图片各方必然以追求和实现交易目标的直接的经济利益为目的。这与其他谈判也是不同的。同时，这种利益性应当是“合作的利己主义”，只有在对方所能接受的临界利益之上考虑己方的利益，己方的利益追求才有可能实现。
4、价格性
商务谈判的交易性，决定了其谈判议题必然以价格为核心。商务谈判的价格性，这里有两方面的含义：
其一，由于价格是商品价值的货币表现，价格的高低会直接体现交易可以实际获得的经济利益，所以价格必然成为商务谈判议题的核心；
其二，虽然交易磋商中还会涉及诸多价格以外的因素，但这些因素都与价格存在密切的关系，并往往可以折算为一定的价格，由此可见，商务谈判中无论谈判议题如何，其实质不是直接围绕着价格，就是间接体现着价格。从某种意义上说，商务谈判就是价格谈判。
三、商务礼仪谈判的基本原则与重要性
（一）商务礼仪谈判的基本原则
1.知己知彼原则
俗话说“知己知彼，百战不殆。”谈判之前的准备无非是“知己”和“知彼”两个方面。所谓知彼，就是通过各种方法了解谈判对手的礼仪习惯、谈判风格和谈判经历；不要违范对方的禁忌，以免因一些文化礼仪问题使谈判出现不愉快的局面。这方面德国人就是我们的榜样，德国人在做生意前，要了解对方的上述情况，在谈判开始时不着急，他们通过客户、对方等人员了解对方的资信情况、产品质量、信誉问题、履约的情况等，只有进行了周密详尽的调查之后，才与你谈
