摘要改革开放以来，我国的护肤品零售市场日益发展壮大。对于消费者来说，护肤品的选购已经不再局限于日常必需品，而更多的是一种生活品质的象征，因此，他们在选择上更倾向的是一些国外护肤中高端品牌，而不是民族品牌。然而，中高端护肤品品牌众多，竞争异常激烈，一个品牌想要站稳脚跟，就必须发挥其独特的魅力来吸引更多的消费者、维持品牌忠诚顾客。忠诚顾客对于一个品牌的生存和发展、获利能力以及品牌口碑起着至关重要的作用。本文以倩碧为例，首先，采用SWOT分析方法分析倩碧在中国市场上营销环境的优劣势、机遇以及威胁。其次，介绍到倩碧在功能定位上以基础护肤系列为主，重在保湿调理肌肤。同时，倩碧在目标顾客群定位上倩碧以年轻化的肌肤为主，主要偏向一些有一定经济实力的年轻女白领。从功能定位以及目标顾客群定位方面分析市场定位对于倩碧顾客忠诚产生的影响。继而，深度探讨倩碧近两年销量下滑的原因，总结出其中的不足，通过对倩碧营销理念的解析，找出其对以上问题现有的应对措施及实施方案。最后，对于倩碧还需要完善的层次上，补充关于如何培养顾客忠诚的建议。42675

毕业论文关键词：倩碧；顾客忠诚；市场定位

The impact of Clinique's market positioning on customer loyalty

Abstract Since the reform and opening up, China's skin care products retail market has grown in strength. For consumers, skin care products purchase is no longer limited to daily necessities, and more is a symbol of the quality of life. Therefore, they in the choice of preferred is some foreign skin care in the high-end brand, rather than national brands. However, a large number of high-end skin care brand, fierce competition, a brand wants to gain a foothold, it must play its unique charm to attract more consumers, to maintain the brand loyalty of customers. Loyal customers play an important role in the survival and development of a brand, profitability and brand reputation. Taking Clinique as an example, this paper firstly analyzes the advantages and disadvantages, opportunities and threats of the marketing environment of Clinique in the Chinese market by using SWOT analysis method. Secondly, introduced to Clinique in the functional orientation of the basic skin care series, focusing on moisturizing conditioning skin. At the same time, Clinique in the target customer base on the positioning of Clinique to younger skin based, mainly in favor of a number of young women have a certain economic strength. From the functional positioning and target customer group positioning analysis of the impact of market positioning for Clinique customer loyalty. Then, in-depth study of the reasons for the decline in sales of nearly two years Clinique, summed up the problem, through the analysis of Clinique's marketing philosophy, to find out the existing solutions to these problems and the implementation of the program. Finally, Clinique also needs to improve the level, to add on how to cultivate customer loyalty recommendations. 

Key Words: Clinique；Customer loyalty；market positioning 

目  录

摘要 I

Abstract II

目录 III

一、引言 1

（一）国内护肤品市场现状分析 1

（二）倩碧定位与顾客忠诚关系的研究方法 1

二、顾客忠诚的概述 2

（一）顾客忠诚的定义 2

（二）顾客忠诚对于倩碧营销的重要性 2