| Summary: | 碩士 === 淡江大學 === 日本研究所碩士班 === 97 === Aesthetics is a human nature. As time goes by, fashion requirement is raised day by day. Because people want to build a social interpersonal relationship well to identify with others. It’s important for people to dress up their physical appearance, such as clothes, hairstyle, and accessories, etc, especially cosmetic. Make-up can make people confident and attractive, also being a communication bridge with human.
The evolution of the lifestyle and science technology, people need to use cosmetics incrementally. Based on Shiseido, L’oreal, and Estee Lauder’s operation, this research is to probe the successful strategies of the cosmetics enterprises of Japan, Europe, and the United States. First, compare Japan with Europe and the United States, to know the different among their management and characteristics. Second, trend of enterprise development is understood from it’s history abroad development management philosophy, the brand building, the commodity characteristic. Finally, from the standpoint of marketing to know each enterprise how to be successful from management strategies, advertisement, product sales, and the values of brand, etc. On the other hand, the growth of Chinese market is also subjected to the attention of cosmetics enterprises in recent years and beginning actively to build a business landscape.
After studying these cases, we have found the success reasons of cosmetics enterprises from principle, technique and strategy, etc. Because of the economic depression and the change of distribution, the cosmetics enterprises face the crisis on the further development. Although the cosmetic enterprise will face these problems, they still try to solve. So, consumer will care how the cosmetics change in the future .
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