Study On Marketing And Competitive Strategy Of Mary Kay China Inc

The thesis have a consult that the correct choose of the market strategy and effect action is the key point of the success for the Mary key on the basic of the research of Chinese direct-sale industry and the factors of its great success conbime the ten years development of Mary kay. Meanwhile we also findthat,to Mary kay(China),first-mover advantage opportunity is what it needs to capture, differentiation and innovation strategies are effective for reducing threats and makinguse of opportunies. On the basis of analysizing outcome of inner analysis structure weconsider find that Mary kay(China)can obtain good performance excelling normal level besides the company ownes sustainable competitive advantage in the field.The intended to introduce Chinese direct-sale industry and developing history of Mary kay (China). After evaluating enviroment threat, analizing opportunity of reducing threats and opportunity of industry structure in Porter's Five-Force Model, we find that there are more opportunities than threats for Mary kay(China)and over all economic chinesedirect-sale industry is great.First-mover advantage opportunity, differentiation and innovation strategies are what Mary kay(China)should select writed because overall economic attraction of Chinese direct-sale industry is great and by Mary kay(China)ownes sustainable competitive advantage in the field. After analizing other inner conditions of company and outside environment status, Mary kay(China)brought forward strategy target of winning more markets, tryingto become the best and highly praised multinational company in China. In view of this strategic target.The thesis wrote through the PEST and inner environment analysis with a result that the special maket patten and the culture is the market strategy, to found the invigorative system is the excutive ways. Mary kay(China)creatively organizes and implement first-mover advantages, differentiation and innovation strategies. Mary kay creates marketing miraclein Chinese markets and marke itself become the market lead in the domestic direct-sale industry.Combining all the analysis result of Mary kay(China)competitive strategy,we can a conclude that rightly selecting and effectively implementing competitive strategy are the key factor to acquire success of Mary kay(China).