| This article mainly studies the marketing strategy of Kelti(China)daily consumers' goods Ltd.When Kelti extends its market in China, as a transnational direct selling enterprise,It uses the marketing strategy which is suitable to the Chinese situation, brings the enterprise marketing strategy into full play, adopting "Chain-like alliance, shop front sale" ; Kelti succeeds in Chinese market.This article consists five parts.The 1th part is an introduction.It introduces the background, the object and the method of the study.The 2th part summarizes for the correlation theories, narrated the market marketing theory and the strategy management theory separately.The 3th part is the overview and marketing environment analysis of Kelti(China)daily consumers' goods Ltd. Based on the introduction of Kelti's global business and Chinese market business, through the analysis of macro-environment and business environment, taking into account of company's current situation and competitive trend,using SWOT analysismethod, this article proposes the future multi-business strategy.The 4th part is the study of Kelti (China) daily consumers' goods Ltd. 's marketing strategy. The three main kinds of products are skincare and color cosmetics, nutrition and healthcare and personal homecare. The products have stronger profitability, higher brand reputation but the products' pricing system is simple. Promotion strategy mainly focuses on the personal selling and meantime also more on Ads and public relation.The 5th part is the conclusion and recommendation. After the analysis of Kelti's channel and the advantage of being on the lead of product technique, in the aspect of the product and pricing strategy the article proposes to enhance the creation and competition ability of product;to perfect the brand management system and to assign timely and appropriate market price and pay more attention to the benefit of customers. It is also proposed in the aspect of channel and promotion strategy to enhance standardization and make training system perfect. Facing the acute competition domestic and abroad, systematically analyzing the marketing strategy of the transnational companies in China as Kelti has the guiding and practical significance for domestic enterprises to carry out more effective marketing strategy. |
