品牌具有十分丰富的内涵，企业为塑造品牌，必须贯彻其定位并锁定其核心；而品牌的定位，可以为企业提供理论依据和实践指导。在市场竞争中，突出的品牌仅仅是凤毛麟角；而跨国品牌的发展，更是与精准定位与定义品牌基因这些品牌营销的措施紧密相连。本文选取法国凯利安品牌作为分析对象，对其营销策略进行分析，并结合宏观、微观环境等综合因素，对凯利安的香水市场情况做出策略性分析并给出进一步发展策略建议。本文旨在解决国外高端香氛在现下中国如何正确获悉其香水市场情况，以国际商务的知识做出香水市场规模及预测，国内消费者的行为态度以及行业未来发展趋势，再辅以市场营销知识，以STP、4P等营销理论实际运用的角度，描述中国香水典型消费者画像。根据凯利安现有的营销问题的阐述与中国市场的特点，本文提供一套凯利安进军中国香水市场的可行方案。

关键词：凯利安、中国香水市场、NPS用户体验、营销策略

A brand has a very rich connotation. In order to build a brand, a company must implement its positioning and lock in its core. A brand’s positioning can provide a theoretical basis and practical guidance for enterprises. In a competitive market, prominent brands are just a handful, and the development of multinational brands is even more closely linked to precise positioning and defining brand genes. In this paper, the French brand By Kilian is selected and the marketing strategy is analyzed along with macro and micro environment and other comprehensive factors to make a strategic analysis of its perfume market situation for further development strategies. The aim is to address how foreign high-end fragrances are correctly informed about the Chinese perfume market. Knowledge of international business is used to make perfume market size and forecasts, domestic consumer behavioral attitudes and future development trends of the industry. Marketing knowledge is supplemented to describe the typical Chinese perfume from the perspective of the practical application of marketing theories such as STP and 4P. Based on the existing marketing problems of By Kilian and the characteristics of the Chinese market, a set of feasible solutions for By Kilian’s entry into the Chinese perfume market is provided.

Keywords: By Kilian, Chinese Perfume Market, Net Promoter Score User Experience, Marketing Strategies