Research On Online And Offline Marketing Channel Strategy Of Herborist Of Shanghai Jiahua

With the rapid development of China's economy and the continuous improvement of people's living standards,China's consumer market has become one of the largest consumer markets in the world.Many international cosmetics brands are pouring into the Chinese market,and the competition in the domestic cosmetics market is more and more fierce.In the cosmetics market,domestic brands have always been at a disadvantage.Herborist brand was founded by Shanghai Jiahua in order to gain advantages in the competition with foreign brands.Based on the natural Chinese herbal medicine with oriental characteristics,it not only conforms to the development trend of cosmetics in recent years,but also fills the gap in the field of high-end brands of domestic cosmetics.However,Herborist also faces many problems and challenges in the development process.Under the current cosmetics market environment,how to maintain the sustainable development of cosmetics enterprises is the problem facing the current industry.Therefore,it is necessary to analyze the marketing channels of Herborist.Based on the theory of marketing,the current situation of China's cosmetics industry and the environment of cosmetics marketing,this thesis makes a SWOT analysis of Herborist(that is,the internal advantages and disadvantages of Herborist,the external challenges and threats)to clarify the market segmentation,market selection and market positioning of Herborist.Then through the analysis of the online and offline marketing channels,we get the existing problems in the marketing,and give the Optimization Countermeasures for the existing problems.Firstly,this thesis introduces the research background,purpose,significance,main research methods and innovation of this thesis.Secondly,it expounds the marketing related theories and analysis tools,and analyzes the development and current situation of Herborist in Shanghai based on the marketing related theories,and makes STP analysis and SWOT analysis on Herborist.Through the analysis of the online and offline marketing channels of Herborist,we found that there are many problems in the marketing.Aiming at the problems faced by Herborist,we will further find the optimized solutions.To a certain extent,this thesis provides some suggestions for the further development of Herborist enterprise,hoping to help enterprises improve their competitiveness,and also provide some experience and reference for the development of other domestic cosmetics enterprises.