Research On Chinese Marketing Strategy Of The USA RF Intelligent Beauty Apparatus In China

Globalization of Economy creates more opportunities and conditions for development of enterprise, while bringing more challenges and threatens to enterprise as well. So far as the domestic enterprise is concerned, how to use abroad resources to help him to gain the competition advantage is a remarkable question to be discussed.At present, womanhood, especially the adult women, is the main consumption part of cosmetics. At the cosmetic market, the majority products are the hair care products which market is matured and facial care products which market still has relatively enormous developing potentialities. Compared the face cleaning liquid, face protection cream, and face colorftil cream on the markets, face protection cream has a greatest developing value in market. After research and investigation, we found that in various kinds of beauty method, Beauty Parlor is the only one who adopts the physical way for face treatment. However, RF Intelligent Beauty Apparatus made in USA is such kind of most suitable product that can provide service instead of beauty parlor.The treatise, proceeding from the demonstration analysis of the KC Company and based on the modem marketing theory, systemically works out Chinese marketing strategy of the RF Intelligent Beauty Apparatus. The structure of the treatise is divided into 3 parts: putting forward a problem, analysis of problem and resolution of problem. Putting forward a problem is the fist part of the treatise. The analysis of problem starts from analyzing the internal problem of enterprise, through marketinvestigation, as well as analysis of macro environments, micro environments and SWOT, and by studying the elementary basis on which KC Company drafts the Chinese marketing strategy of RF Intelligent Beauty Apparatus, then determines the company's target market strategy and marketing strategy. Finally, as per the defined strategy, it plans an overall and specific marketing combinational tactics and strategy assurance system and defines the procedure of strategy implementation, so as to assure the determined strategy not only is instructive, but also has maneuverability. Meanwhile, the treatise also foreseeingly points out in the possible problem that may occurred in implementation of strategy and also raises relative precaution action.The paper blazes new trails in two aspects: First, it brings the common way of marketing abroad products into further utilizing abroad resource to create one's own brand, which is a further development of agency system in the trend of Globalization of Economy. Second, from a market point of view, after analysis of cosmetic market, it finds a way in which using product instead of service provided by beauty parlor to ensure the service more standardized and popularized. It not only brings enlightenment to enterprise in same trade, but also provides reference for other trade enterprise to learn how to take advantage of the abroad advanced resource, and for a certain scaled enterprise how to use the standard products instead of uneven and not easily controlled service.As author has a short-term history of studying marketing theory and its application, and the master of knowledge for marketing frontier subjects is to be further strengthened, there must exist some imperfect points in the paper. For example, it doesn't mention the strategy assurance supported by applying management information system. It needs author to further study, improve and gain continuous experience from practice.