Research On Meckson Personal Care Stores Marketing Strategy

In the past years, with China's economic development and substantial increaseconsumer disposable income, the personal care products have become necessities of dailylife in stead of luxury ones.The annual sales of personal care products size also increasedfrom year to year, personal care brand has evolved into the competition between the salesmodel, marketing, marketing channels, corporate culture and many other forms of fullcompetition. When face of these changes, companies should examine and adjust their ownnew marketing strategy to cope with the challenges of the fierce market.The MECKSON personal care products as an object of this paper. Firstly,usingmarketing management theory, management strategic theory, marketing mix theory,consumer behavior theory and target market research theory. Through the system statusanalysis to current development of domestic personal care products industry,Secondly,using PEST analysis method to the MECKSON political environment, economicenvironment, social environment and technical environment analysis. Using SWOTanalysis method to MECKSON strengths, weaknesses, external opportunities and threatsin the environment analysis. Based on the analysis in the environment, combined withSPSS.17statistical software using factor analysis model of the factors that influenceconsumer decision-making quantitative analysis. Using regression analysis were related tothe sales forecast to determine the vassal of the MECKSON marketing objectives andmarketing strategy. Finally, from product strategy, pricing strategy, channel strategy,promotional strategy discusses four aspects of the implementation of marketing strategiesand product quality, human resources management, social responsibility marketingstrategy put forward three conditions to ensure the implementation of strategies.In this paper, through the research of marketing strategy of MECKSON,the localbrand Should adapt to the competitive environment, and thus to obtain long-termdevelopment to the growing rise in the personal care industry in the rapidly expandingmarket.