Research On The Improvement Of Swisse's Off-line Marketing Strategy In China

The past decades have witnessed the huge development of China's economy,owing to the Reform and Opening-up Policy,bring some significant changes at the same time,with the following one being the foremost.The principal contradiction of Chinese society has evolved to the contradiction between unbalanced and inadequate development and the people's ever-growing needs for a better life.In other words,people of all ages pay more and more attention to health and maintenance which means beauty,health and wellness products has met unprecedented development opportunities in China.Leveraging the Internet digital marketing technology,Swisse,Australia's top health brand,has made remarkable achievements in China's online market.Contrary to many local brands seeking to upgrade online,the "online well-known" brand represented by Swisse lacks a systematic offline marketing solution.How to improve the offline marketing strategy and use the online popularity to open up the offline sales channels is an urgent problem for"online well-konwn" brand.This article is divided into six parts.The first part introduced the background of the topic,the meaning of the topic,the research methods and the research content.The second part explained the relevant marketing theory.The third part analyzed the marketing environment from the macro and meso perspectives;Then,this paper interpreted the status quo of Swisse's operation in China,and summarized the existing marketing issues from five perspectives;Afterwards,this paper used STP analysis to determine the target market and its market positioning,and analyzed the characteristics of consumer behavior;Finally,this paper proposed specific suggestions for the improvement of Swisse's offline marketing strategy in China.