Marketing Strategy Of Loire Fragrances Product

Since twentieth Century, the birth of the fragrance industry unprecedented prosperity, like Lancome and other world famous brands. Due to the fragrance from raw material choice to the production process as a whole are demanding, time-consuming. Therefore, the fragrance since the birth of laid the luxury status. Fragrance manufacturers will also be fragrance gives a profound and unique connotation, or ask beautiful luxury, devil to burn or romantic, or pure and fresh and natural. The fragrance is not only a product, is a kind of quality of life and taste. With the rapid development of China’s economy and the increasing of national income, the consumption demand of goods and services in China has been developed to transfer from the practical function to the spiritual demand. Consumption structure development and enjoy the upgrade, thus promoting the rise of consumer demand for goods. The fragrance also has a luxury status gradually, ordinary family enterprises. Especially in the wake of the financial crisis, the international economy remains weak, the international fragrance manufacturers began to gather in China, China’s fragrance market has broad prospects for development caused by the parties concerned.Firstly the PEST analysis, Michael Porter’s five forces model, SWOT analysis as a tool, from the three dimensions of external environment, industry environment and internal environment on the Loire fragrance products marketing environment are analyzed, and thus as the foundation to develop the Loire fragrance products market development strategy; subsequently, the regional market and customer type as the standards for the classification of the main target market of the Loire fragrance subdivision. According to the Loire fragrance 2015 sales, this paper determines the north of Guangzhou and other first tier cities for enterprises the main target area, determine the hotel, client group, real estate business and leisure clubs for Loire fragrance of the main business types of target customers. Is worth mentioning is that Loire fragrance at present mainly in the enterprise class customers mainly, this paper through the analysis that, with the per capita disposable income of residents in our country continues to improve, the future developing personal fragrance market potential in China is huge. In view of this situation. In this paper, the individual customers into Loire fragrance in the future development of the main target groups of clients, determine the white-collar class and successful people for enterprises are the main human target customers. According to the feature of the target customer groups, the fragrance of the Loire to existing products and potential products market positioning adjustment. Finally, the paper from the four dimensions of product strategy, price strategy, channel strategy and promotion strategy on the Loire fragrance product marketing strategy formulation. In product strategy, in addition to the enterprises to adjust the existing product portfolio, this paper further puts forward personal aromatic products are rich; in the price strategy, enterprise class products with uniform pricing, to individual customers products with diversified pricing strategy; in the channel strategy, in addition to further strengthen the enterprise existing business outlets, service management, but also adapt to the development needs of the market, to build e-commerce sales channel; in the promotion strategy, business proposal by personnel strategy and personnel strategy combining strategy.In the international economic downturn, the domestic per capita disposable income and living standards continue to improve the dual role of the fragrance world production enterprises have settled in the domestic market, domestic fragrance market achieved rapid development at the same time also faces growing competition in the market risk. Therefore, this paper to Loire fragrance products, for example, to the marketing environment research, and combined with the actual situation of enterprises to develop appropriate marketing strategies, to Loire fragrance products open the domestic market, improve the domestic market share has guiding significance to promote China fragrance marketing quality improve, and promote the healthy development of the fragrance market has a positive role.