Raplus High End Facial Mask Strategic Marketing Plan Design Research

With the improvement of residents' incomes and spending power,beauty,health preservation,health care and other high-end consumer goods have been welcomed by the people.In this opportunity,the market sales of high-end mask is growing every year,forming a large market size.It has gradually developed into an important consumer market in the region of the Yangtze River Delta and North China,whose market have fell in a fierce competition with the success of internet marketing tools such as network,and the original marketing model has been unable to meet the consumption demands of today's consumers.In this context,the RAPLUS mask's marketing strategy design by Wanxiong Group Shanghai Investments Ltd designs is of great significance.Wanxiong Group is mainly engaged in industrial investment,steel trading,also committed to the integration and innovation of the domestic small and medium enterprises.The investment fields of the company include finance,real estate,agriculture,media,legal,travel and fast moving consumer goods industries.In 2015,Wanxiong Group was officially registered in the free trade zone of Shanghai.Later the company decided to introduce a high-end face mask called RAPLUS from Korea to China.Sales channels of the RAPLUS mask have achieved certain results,which is oriented in the high-end consumer market.However,the company is facing the problems such as lack of human,financial capital and marketing channels in the current highly competitive market context.So it's important for the company to make a strategic marketing for the RAPLUS mask by analyzing the internal and external environment,and doing the SWOT analysis.Firstly,the paper reviews of traditional marketing theories,and clears up the meaning of strategic marketing,and clarifies the characteristics of strategic marketing,and describes the difference between strategic marketing and traditional marketing,and summarizes the strategic marketing planning approach.Secondly,the paper introduces the operating status of the Wanxiong Group Shanghai Investments Ltd,and analyzes the macro-environment including the political,economic,social environment of the RAPLUS facemask,and provides the competitive profiles and problems about the whole cosmetic industry with Porter five forces theory.Thirdly,the company's marketing capacity,human resource management and financial capacity as the internal environment has been analyzed.After that,this paper find out the current competitors in China's market,and the strengths,weaknesses,opportunities and threats about the RAPLUS mask through SWOT analysis method.Then the paper summarize the train of thought and goals about the PAPLUS mask's marketing strategy and establish the mixed marketing strategies to enter the Chinese market using 4P theory,including product and pricing strategy,channels and marketing strategies,and service policies.Specifically,the product strategy include the R&D,brand and operation;the price strategy include the acceptance of the target consumers,geographical conditions and dealer;the channel strategy is mainly about the shopping habits of consumers in different ages,and the promotion strategy is about the advertising and network sales.Lastly this paper propose the management system,financing system,personnel training and motivation as the security measures.