摘要我国化妆品市场发展迅猛，成为仅次于美国的第二大化妆品消费国。因此我国化妆品市场的竞争状况异常复杂而激烈。在产品、功能、促销等方面严重同质化的今天，要想适应化妆品市场的发展要求，保持企业的竞争优势，就要重视品牌营销。文章基于品牌营销理论和市场竞争战略理论，对我国化妆品品牌营销发展的现状与可持续发展的问题进行探讨，并对本土研发的具有一定竞争力品牌的化妆品品牌百雀羚的案例进行分析，厘清了化妆品品牌重塑与市场竞争力的关系，进而有针对性提出了产品品牌定位策略、产品价格定价策略、渠道促销策略、线上线下相结合的新零售策略等我国化妆品品牌营销组合策略，以推动本土化妆品的发展。关键词：百雀羚品牌营销化妆品AbstractChina'scosmeticsmarkethasdevelopedrapidlyandbecomethesecondlargestconsumercountryaftertheUnitedStates.Therefore,thecompetitionofcosmeticsmarketinChinaisverycomplicatedandfierce.Nowadays,products,functions,promotionsandotheraspectsareseriouslyhomogenized.Inordertoadapttothedevelopmentrequirementsofthecosmeticsmarketandmaintainthecompetitiveadvantageofenterprises,wemustpayattentiontobrandmarketing.Basedonbrandmarketingtheoryandmarketcompetitiontheory,thispaperdiscussesthecurrentsituationandsustainabledevelopmentofChina'scosmeticsbrandmarketing,andanalyzesthecaseofdomesticR&Dofthecosmeticsbrandbaiqueling,whichhasacertaincompetitiveness,toclarifytherelationshipbetweencosmeticsbrandremodelingandmarketcompetitiveness,andthenputsforwardtheproductbrandpositioningstrategyStrategy,productpricepricingstrategy,channelpromotionstrategy,onlineandofflinecombinationofnewretailstrategyandotherChinesecosmeticsbrandmarketingmixstrategy,inordertopromotethedevelopmentoflocalcosmetics.Keywords：PechoinBrandMarketingCosmetics目录TOC\o"1-2"\h\uHYPERLINK\l"_Toc31986"一、绪论PAGEREF_Toc319861HYPERLINK\l"_Toc16851"（一）研究背景与意义PAGEREF_Toc168511HYPERLINK\l"_Toc24281"（二）国内外研究现状PAGEREF_Toc242812HYPERLINK\l"_Toc29176"二、化妆品品牌营销的相关概述PAGEREF_Toc291765HYPERLINK\l"_Toc12914"（一）基本概念PAGEREF_Toc129145HYPERLINK\l"_Toc25428"（二）基本理论PAGEREF_Toc254286HYPERLINK\l"_Toc21233"三、我国化妆品品牌营销的现状与问题PAGEREF_Toc212337HYPERLINK\l"_Toc32395"（一）化妆品品牌的生产与市场营销状态PAGEREF_Toc323957HYPERLINK\l"_Toc14878"（二）化妆品品牌营销存在的主要问题PAGEREF_Toc148788HYPERLINK\l"_Toc817"（三）问题原因分析PAGEREF_Toc8179HYPERLINK\l"_Toc20419"四、“百雀羚”化妆品品牌的营销案例PAGEREF_Toc2041911