随着我国经济的飞速发展和消费者可支配收入的增加，中国护肤品市场所表现出的庞 大、多样、灵活的消费需求对全球范围内的化妆品企业造成巨大的吸引力。A 公司是成立 于 1999 年的欧洲护肤品牌，专业从事植物有机种植、护肤品原料加工制造及销售，在欧 洲与美国市场极受欢迎。中国市场是亚太市场的重要经济体，A 公司出于对企业长远发展 的考虑，开始寻求中国市场的发展机会。然而中国护肤品市场品类众多且同质化严重，竞 争十分激烈，A 公司作为新进入者，如何利用产品优势，最大限度地发挥品牌竞争力与号 召力，找到合适的目标市场，精准为品牌进行定位，这是将 A 公司产品投入中国市场前必 须解决的问题。 可支配收入的增加与国际化程度的加深促成了中国消费者消费理念的剧变，整齐划一 的价值诉求不复存在，消费者的价值取向形成了鲜明的多样性，本文的研究目的是通过分 析消费者对护肤品感知价值的构成，调查细分市场的特点与价值诉求，从而发现消费者决 策的驱动因素，据此寻找合适的价值组合，基于此结合产品自身的优势进行品牌定位。 首先，本文将国内外关于顾客感知价值与定位理论的相关研究进行整理，阐述顾客感 知价值与品牌定位的关系；确定了本文的理论框架：结合国内护肤品市场的现实状况选择 Sheth et al（1991）的消费价值理论作为分析我国护肤品顾客感知价值构成的理论工具；选 择李飞（1991）钻石定位模型作为理论工具，用于对 A 公司进行品牌定位策略研究。 其次，对国内护肤品行业进行分析，总结了市场竞争格局与市场特征，分析行业发展 趋势。对 A 公司现有目标市场及品牌定位进行分析，揭示其针对中国市场需调整品牌定位 的必要性。 然后，基于顾客感知价值进行市场细分，了解细分市场的价值诉求及竞争状况，找到 有吸引力且适合企业发挥自身优势资源的目标市场。 最后，针对各目标市场的价值诉求，结合企业自身优势，根据钻石定位模型在价值和 属性两个层面进行差异化品牌定位，基于品牌的产品属性提炼出 “有机、零负担”二个价值定位点，既满足消费者的价值，又体现出产品自身具有的竞争优势，同时与竞争对手 形成差异化。

With the rapid economic development in China and the increase in disposable income of consumers, the huge, diverse and flexible consumer demand demonstrated by the Chinese skin care products market has caused great attraction to cosmetics companies in the world. A company was founded in 1999, is a collection of organic cultivation, manufacturing, sales and service in one of the European professional skin care brands, very popular in Europe and the United States market. The Chinese market is an important economy in the Asia-Pacific market. From the consideration of long-term development of the enterprise, Company A began to seek the development opportunities in the Chinese market. However, there are many categories of domestic skin care products market with serious homogeneity and fierce competition. As a new entrant, how to make use of the advantages of products, maximize the competitiveness and appeal of the brand, find the right target market and make the brand precise Positioning, which is to be A company's products into the Chinese market must solve the problem. The increase of disposable income and the deepening of internationalization have led to drastic changes in the concept of Chinese consumer spending. The uniform value demands have disappeared, and the value orientation of consumers has become a distinctive diversity. The purpose of this study is to analyze the structure of consumers' perceived value of skin care products and investigate the characteristics and value demands of market segments so as to find out the motivation of consumer decision-making and find out the appropriate value combinations. According to these above, conduct brand positioning for company A based on the advantages of its product. First of all, this article collates relevant researches on customer perceived value and positioning theory both at home and abroad, elaborates the relationship between customer perceived value and brand positioning; and determines the theoretical framework of this paper: combining the actual conditions of the domestic skin care products market, Sheth et al (1991) The theory of consumer value as a theoretical tool to analyze the composition of perceived value of skin care products in China; Li Fei (1991) chooses the diamond positioning model as a theoretical tool for the brand positioning strategy research of company A. Second, the analysis of the domestic skin care products industry summed up the market competition pattern and market characteristics, analysis of industry trends. Analyze the existing target market and brand positioning of Company A, and reveal the necessity of adjusting brand positioning for the Chinese market. Then, market segmentation based on customer perceived value, understand the value demands and competition status of market segments, and find a target market that is attractive and suitable for enterprises to use their own superior resources. In the end, aiming at the value demands of each target market, combining the advantages of the enterprise, differentiate brand positioning based on the diamond positioning model at both the value and attribute levels, and refining the “organic, zero burden” two value positioning points based on the product attributes of the brand. It not only meets the value of consumers, but also reflects the competitive advantages of the products themselves, and at the same time forms a differentiation with competitors.