Research On Marketing Strategy Of Mary Kay(China) Cosmetics Co.,LTD In China

With the improvement of China's resident income and consumption level,people pay more and more attention to their appearance and appearance after meeting the basic survival needs,and gradually develop into an indispensable part of People's Daily life.So people began to pursue beauty and the satisfaction brought by enjoyment.So the need for cosmetics is becoming more and more frequent and urgent.With China's accession to the WTO,more and more foreign brands into the Chinese market,so the market has emerged a large number of cosmetics raw material manufacturers and beauty salon and emerging brands,etc.,in the face of the Chinese market competition,the competitive situation of cosmetic industry is increasingly nervous,cosmetics companies are also beginning to play in this fierce competition for market share,constant innovation on products,create a new concept to attract Chinese customers.At the same time,as consumers upgrade their consumption,consumers tend to be more rational in their consumption of cosmetics,and they are more and more picky about the efficacy of cosmetics.To this end,how do cosmetics companies conduct marketing in the context of the Chinese market,and how do they rapidly occupy the market in the new economic environment,so as to further win any new and new customers?These are the problems facing many cosmetics companies.Based on the senior us direct selling enterprises Mary kay(China)cosmetics co.,LTD.(hereinafter referred to as the "Mary kay company")as the research object,for its market in China about the marketing strategy in the development process of research and analysis of a simple,first of all,Mary kay company about marketing strategy,analysis of the current situation of the 4 p is obtained some of the problems.Then specific macro environment analysis and micro environment analysis were carried out on Mary kay company to analyze the marketing environment of Mary kay company in the Chinese market.On this basis,SWOT analysis was carried out to obtain the SWOT matrix,which laid the foundation for the optimization of Mary kay company's marketing strategy.In addition,STP analysis was conducted on Mary kay company to analyze and study its market segmentation,market positioning and target market selection,so as to make it more comprehensive and detailed multi-dimensional optimization in terms of marketing strategy.Finally,I came back to the 4P aspect and put forward a development strategy in line with the Chinese market environment for Mary kay's marketing strategy.To sum up,based on the development course of Mary kay company in China as the research background,the study and analysis of its marketing strategy,through the analysis of the macro and micro marketing environment and study,further the STP analysis,thus proposed the Mary kay company in the Chinese market marketing strategy in the selection and optimization.Hope to provide a certain theoretical reference and reference basis for the rapid and healthy development of cosmetics companies.There are 16 research figures,8 tables and 41 references in this paper.