摘要：西方化妆品牌侵蚀中国本土的化妆品市场，逐步占据了垄断地位，国产化妆品牌在这种强烈竞争下每况愈下。在这种形势下，上海家化推出了其首款高端化妆品品牌佰草集。凭借独特的品牌文化与品牌理念、传播方式，佰草集成为了家喻户晓的护肤佳品，并且成功实现海外销售，改变了国内市场被国外化妆品垄断而国外市场没有优秀中国护肤品牌的局面。
化妆品行业竞争异常激烈的情况下，品牌的建设和运作成为化妆品行业发展的突破口，成为企业开拓的核心。本文以佰草集为研究对象，对其品牌建设进行探索，详细地分析了佰草集品牌与品牌传播现状，通过市场营销理论研究其可持续性发展的策略，包括品牌品质提升、品牌差异化、品牌文化提升、品牌的服务满意化和品牌多元化。并希望这些观点能够给予佰草集一些参考价值，能够早日突出重围，闯出一片新形势。
关键词 佰草集；品牌传播；品牌可持续发展
Abstract：Western cosmetics brand captured local cosmetics market, and gradually occupied a monopoly position. The domestic cosmetics brands in this intense competition gone from bad to worse. In this situation, Shanghai jahwa launched its first high-end cosmetics brands, with an unique brand culture, brand philosophy and the mode of transmission. HERBORIST has become a household name of hundreds of skincare market, and successfully realized overseas sales.
Cosmetics industry is faced with fiercely competitive circumstance. The construction and operation of the brand constitute the branches of the cosmetics industry, and become the core strength of development of the enterprise. Taking HERBORIST as the research object in this paper, I explore its brand building, analyze the HERBORIST branding and promotion of the status quo, strategy. Through the marketing theory, I study the success of the Chinese high-end cosmetics brand model. With an overall view, I explore the practical significance of the local cosmetics brand that can learn, including product differentiation, enriching the connotation of the brand, promoting diversity and diversified marketing mode. I also hope that domestic brands could break at an early date and rush out a slice of a new situation.
Keywords HERBORIST Brand promotion Brand sustainable development
