A Study Of Creating Cosmetic Brand Of F Company Based On Internet

Due to characteristics of low enter barrier and great ROI, the cosmetic market of China has grown matured gradually in past 30 years. Nowadays, with the development of internet technology and the application of cyber marketing, the trend of marketing is obvious on switch from traditional way to E-business in the industry.With the purpose to compete with the global giants in the same market, more and more domestic cosmetic firms attempt to utilize network to implement their brand strategies. However, high-end market still has been dominated by famous giants,which brand strategies also are switching from traditional to cyber marketing,similarly. Thus, the key of survival and success for new entrants depends on the application of brand strategy via internet.F Company, built in 2007, is a professional cosmetic company. In order to gain more market shares and consolidate their status in harsh competition, brand building is an essential task for F Company in this rivalry. The leadership of F company believe that the process of brand development will dramatically shortened by cyber marketing, not a traditional way. Either theoretically or practically, there are various arguments on exact implementation methods of brand development via E-business.On the basis of CBBE(customer based brand equity) theory, this assignment analyses F Company’s process of creating the brand equity via internet, and summarizes decisive problems and relevant solutions. After the detailed analysis and further research, this assignment points out the suggestion of further brand development for F Company. It advises to enhance the popularity of the company and brand, strength customer loyalty of brand and clarify market positions of different owned brands. For brand marketing issue, improvement of plan and implementation is worth to be considered as well. The author also aims to provide case study for those firms who desire to create a brand in the internet environment.