Analysis Of Marketing Strategies Of Multinational Enterprises Under The Effect Of Country Of Origin

At present,China's cosmetics industry is controlled by L'Oreal,Japan's Shiseido,South Korea's Amore,and thousands of Chinese cosmetics companies can only kill in the low-end market.However,in the international marketing practice of many Chinese consumer goods,the implementation of the “cultural resource route” helps these products to establish differentiated positioning and weaken competition.Among them,the most important thing is that Chinese cosmetics can be associated with excellent cultural elements in national culture,relying on the Chinese herbal medicine concept and traditional philosophical thinking to differentiate the market.Some multinational companies use cultural marketing to enhance brand value and attract foreign consumers.As a latecomer to the international market,Chinese cosmetics are not as good as the leader's advantage and are inferior in overall competitiveness.The "cultural strategy" can help Chinese brands move toward the "blue ocean" and weaken competition.In the increasingly fierce competition in the international market,multinational cosmetics companies are in an invincible position and need to create differentiated competitive products.Cultural marketing provides new ideas for transnational cosmetics companies at a disadvantage,and uses the charm of exotic culture to create competitiveness overseas.This paper attempts to analyze the case of L'Oreal in France,Amore Pacific Group in South Korea and Jahwa in Shanghai,China.The first chapter expounds the related concepts and theoretical foundations;the second chapter proposes the existence of the country of origin effect,and analyzes the principle of the effect of the country of origin;the third chapter analyzes how to choose the marketing strategy in the presence of the image of the country of origin.The fourth chapter attempts to summarize the experiences of three multinational corporations using the successful internationalization of their home country culture,and compares and summarizes them.The fifth chapter draws conclusions and makes recommendations on Chinese cosmetics companies based on this paper.The innovation of this paper lies in the innovation of research perspective and the innovation of research content.On the one hand,from the perspective of the country of origin effect,the multinational corporations use the culture of the home country to infiltrate the overseas market.On the other hand,the author's research on the role of the country of origin in the formation of a competitive advantage for cosmetics companies is a brand new attempt.