日本的化妆品,首推资生堂。近年来,它连续名列日本各化妆品公司榜首。资生堂之所以长盛不衰,与其独具特色的营销策略密不可分。独创品牌分生策略与一般化妆品公司不同,资生堂对其公司品牌的管理采取所谓品牌分生策略。该公司以主要品牌为准,对每一品牌设立一个独立的子公司。这样,每个子公司可以针对这一品牌目标顾客的不同情况,制定独立的产品价格、促销策略;同时,公司内部品 Japanese cosmetics debuted Shiseido. In recent years, it has consistently ranked first among Japanese cosmetics companies. The prosperous Shiseido is inextricably linked to its unique marketing strategy. Unique branding strategy Different from general cosmetics companies, Shiseido adopts a so-called branding strategy for the management of its corporate brand. The company is based on the major brands and establishes an independent subsidiary for each brand. In this way, each subsidiary can formulate independent product price and promotion strategies for different situations of the target customers of the brand; at the same time, the internal products of the company