Research On The Marketing Strategy Of M Cosmetics Bran

Since the reform and opening up,China has entered the market economy stage and the cosmetics industry has developed rapidly.With the development of deep refinement of the industry and the development of the Internet,new marketing methods have developed rapidly,and market education has gradually become specialized.Market education has stimulated consumer demand,and the cosmetics market is growing and entering a high-speed growth period.By 2022,the Chinese cosmetics market has become the second largest cosmetics market in the world.Against this backdrop,M Corporation,has seen its company’s eponymous brand increase its market share in China by only 0.1% in seven years.Facing the rapid changes of the market and the impact of new stars,M Company must try to innovate its brand for development.Based on STP theory and 4C marketing theory,this paper explores the issue of M brand’s marketing strategy in the Chinese market.Firstly,an overview of the marketing status of the brand is given.Secondly,the real data of M brand’s business activities in the Chinese market is collected through questionnaire survey method and analyzed.In response to the data analysis results,the STP theory and 4C marketing theory are applied to put forward hypotheses on the possible problems and causes.Again,PEST,Porter’s five forces model and SWOT analysis tools are used to analyze the marketing environment in which M brand is located.Finally,ten problems of M brand’s marketing strategy are proposed from five dimensions:target market strategy,consumer strategy,cost strategy,convenience strategy,and communication strategy.For these ten problems,specific solutions and implementation safeguards are proposed.Through the above marketing strategy design,the aim is to improve the slow growth of M brand’s market share in China,and to build the image of "color cosmetics expert".At the same time,it is hoped that the research on this topic can provide a reference for color cosmetics companies,on how to find their own positioning,build brand IP and gain a place in the market in the fierce competition of international brands.