Transnational Culture Marketing Strategy Research Of Herborist

The world has entered the era of brand international competition.Brand is a fresh part of the regional economy and leading brands become an important feature of the modern economy.The growing homogenization of the product in background,culture has become key factors in distinguishing from competitors,building a long-term differentiated marketing advantages and forming a core competitiveness of enterprises.With the development of Chinese cosmetics industry,it appears more and more cosmetics brand,like INOHERB,CHCEDO,PECHOIN,MAXAM etc.Chinese domestic brands are targeted at low-end market.While promoting by an international environment and a rising Chinese economy,Chinese cosmetics brand gradually realized the importance of brand value.They understand that if they want to compete with international brands then gain a foothold in the market,the company needs to grow as an international brand.This paper studies the object of Chinese skin care brand HERBORIST.This brand relies on the Chinese herbal medicine integrated the Chinese herbal cultural in brand building.From this way the brand break barriers of cultural differences and became the first skin care Chinese brand into the international market.Its products are good sales overseas attributed to the cultural marketing strategy selection.This paper combines with theories of cultural marketing and international marketing,in HERBORIST for the study and comprehensively analyze.Letting HERBORIST transnational cultural marketing strategy can be better,as well as bring new ideas to globalization of Chinese cosmetics brand.This paper,firstly,cutting from the market environment and competitive environment to analyze the environment of HERBORIST transnational cultural marketing,and then believe the natural herbal skin care products have good prospects for development in the global cosmetics market.Meanwhile HERBORIST use Chinese herbal culture to build brand of cosmetics in line with worldwide consumer demand of consumers.Secondly,throughout HERBORIST enterprise development,describe and analyze the features of transnational cultural marketing strategy in detail from product,price,place and promotion.And then through sales and corporate reputation to study the effect of cultural marketing strategy think that HERBORIST successful experience in transnational cultural marketing strategy worth learning and reference.Thirdly,by means of in-depth interviews,observations,data analysis to conclude HERBORISTtransnational cultural marketing problems at the present stage,think that the company face pressure from competitors,the impact of the Internet and difficulties in adaptation of laws,cultural integration,channel expansion.Finally,learning from the experience in LV,Starbucks,Shiseido and Amore gives recommendations for improvement of HERBORIST transnational cultural marketing strategy.HERBORIST need to improve the international recognition of cultural brand and quality of cultural marketing to go further in the international road.