商务英ۥ语论文.doc

商务英语论文

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治理学研究，标志营销治理时代的开场，4个P理论的提出奠定了治理营销的根底理论框架，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严峻课题。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，直截了当关系到企业营销的成败。因而，要使企业营销活

动正常进展，获得预期的经济效益，就必须研究、分析和评价企业的市场营销策略。随着时代的不断开展，化装品行业俨然成为一颗闪耀的巨星。本文深化分析我国化装品行业的市场竞争现状，总结分析了国外名牌化装品的营销策略，重点从和营销策略出发，研究国内中小化装品如何在竞争剧烈的市场上脱颖而出，扩大市场份额。关于提高本人分析征询题、处理征询题的才能和水平，具有特别严峻的实际应意图义。

关键词

化装品行业，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

论文标题： Implication of Cultural Differences on International Business Negotiations

指导老师： 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会谈确实是跨文化会谈。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亲切，各国间的文化差异就显得格外的重要，否那么将会引起不必要的误解，甚至可能直截了当阻碍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会谈中是特别重要的。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会谈的阻碍，最后分析了如何正确处理会谈过程中文化差异的征询题。文章强调了如此一个观点，在不同国

家商务会谈中，会谈员应该接受对方的文化，并试图是本人被对方所接受，然后在有效沟通的协助下做出正确评估，并找出它们之间的真正利益。此外，们应该尽可能的明晰的理解并觉察对方的文化。这对文化会谈的成功至关重要。 关键词：文化；文化差异；商务会谈；阻碍

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 custo