Digital Market, Case Analysis, Cosmetics, Document Investigation, 4P Model
Abstract
With the development of the digital world, most companies, including the makeup industry, have to consider digital marketing as one of the main strategies. Meanwhile, due to the improvement in economics, an increase in the purchasing power of most customers causes a more obvious and diverse consumption trend. Under the influence of the competitive cosmetic market and consumer choices, what kinds of market strategies affect cosmetic marketing more, and how to utilize those market strategies are the entry points in this paper. This paper will select Perfect Diary, one of the new-born brands in the Chinese cosmetic market, as the research object by using document investigation and case analysis based on the 4P model. Through analyzing the price marketing strategy, promotion marketing strategy, and targeting strategy, even some problems within the marketing strategy of Perfect Diary, this research explores how Perfect Diary effectively reaches its market to achieve their success in Chinese market. After analysis of the market strategy chosen by Perfect Diary, expect that the investigation can disclose common problems faced by different cosmetic companies or brands, and provide beneficial suggestions and insight strategies for the cosmetic industry, and inspire them to come up more innovative and evolutionary market strategy to promote the development of the national cosmetic industry.
