碩士 / 國立臺北科技大學 / 管理學院EMBA大上海專班 / 107 / With the dramatic improvement of the economics, the ability of Chinese consumers is becoming stronger and stronger, and the consumption demand is becoming more and more diversified. Especially in the cosmetics market, Chinese mainland has already become an important international battlefield for all traders. In order to help the traders gain competitive advantage in this fierce market competition, this study starting from the market 5P marketing viewpoint and value chain analysis system, chose an agent to conduct a case study, in order to explore the marketing strategy planning of Japanese cosmetics in the Chinese mainland consumer market.
From the results of the questionnaire survey and the contents of in-depth interviews, this study finds that the market attraction of foreign imported goods is far greater than that of localized goods, especially cosmetics products in Korea and Japan are quite popular with Chinese consumers. Therefore, this study considers that we should cooperate with each other from basic value chain activities and supportive value chain activities, especially focusing on the combination of market price marketing strategies and promotional activities, such as satisfying consumers' VIP service feelings through member preferences, and then continuing to focus on the development of product function uniqueness, and then adding more symbolic design elements to the packaging of goods. The latter is to diversify the marketing channels of physical stores and online shopping malls.
| Identifer | oai:union.ndltd.org:TW/106TIT0045A003 |
| Date | January 2019 |
| Creators | 張進祥 |
| Contributors | WENG,SUNG-SHUN, 翁頌舜 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 49 |
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