摘要：对于现代企业来说，品牌日益成为生存和成功的核心要素之一。品牌意味着市场地位和利润。优秀的品牌不仅代表着企业的形象，更是企业的核心竞争力。我国民族化妆品品牌很多，但是真正著名的品牌寥寥无几。在如今这种外资品牌入侵，竞争日益激烈的环境下，民族化妆品企业建立有效的民族品牌战略已经势在必行。在这里就简要的介绍自然堂的民族品牌战略，给众多面临品牌危机的化妆品企业提供一些借鉴。

关键词：自然堂 民族品牌战略

Abstract: For a modern enterprise, the brand is becoming one of the core elements determining its survival and success. A brand means the market position and profits of a modern enterprise. Excellent brand represents not only the company's image, but also its core competitiveness. There are many ethnic cosmetics brands in China, but few of them are really well-known. Nowadays in face of the invasion of foreign brands, which make the market environment become more competitive, national cosmetics companies have to establish their effective national brand strategies as soon as possible. Here is a brief introduction to Chcedo's national brand strategy, which may provide some reference to many cosmetics companies facing the brand crisis.

Keywords: Chcedo, National brand strategy.

研究意义及目的

　　　在中国发展了30多年的朝阳产业—化妆品行业目前面临着巨大的挑战和机遇。巨大的国内消费市场上，充斥着国内国外各种化妆品牌。从大宝、小护士，到兰蔻、欧莱雅、雅芳。目前民族品牌所占的市场份额在40%左右，但是利润总额的80%却是被外国洋品牌获取了。因此，品牌战略在利润空间巨大的化妆品行业中起了至关重要的作用。目前在我国化妆品行业中自主品牌稀缺的情况下，“自然堂”这一民族品牌在商超及专卖店的异军突起，无疑为民族化妆品行业的发展燃起了新的希望。本文通过研究“自然堂”品牌战略为国内化妆品行业的战略实施提供借鉴参考，促进民族化妆品产业的发展。