浅析美发产品品牌文化——以飘柔品牌塑造为例

伴随着我国美发业的发展和强化，各种美发产品的市场竞争也日益激烈，而品牌竞争也成为了新时期美发产品的主要竞争手段。飘柔是宝洁公司美发产品中的佼佼者之一，其依靠品牌能力占领了相当巨大的市场，本文以飘柔为例，通过分析其品牌文化，从而深入了解飘柔这一品牌是如何塑造成功的，并以此作为发展美发产品的成功经验借鉴。

Analysis of Hair Products Brand Culture --A Case Study of Rejoice in Branding

Along with the development of China＇s hair industry, the competitions among different hair products are more intensive, of which competition in brand has become a principal means. P ＆ G＇s Rejoice is the leader in hair products company, which has occupied quite a huge market. This paper, by analyzing its brand culture, tries to understand how Rejoice shapes its success, and learns a lesson from its successful experience.