4p Of The Surface Film Market In Chinese Medicine, "the Prime Child Brand Strategy Study

"Herbal face-pack" is a new cosmetic product using traditional Chinese medicine with adhesive-bonded fabric. It is applicable to the face, eyes or other parts of human body that is easy to absorb. Such product was introduced into the Chinese market in 1999 by Chengdu kecai company and Guangzhou yuanhe company. By 2005, in China alone, there had been tens of factories producing and selling herbal face-packs, and the annual sales had amounted to about 200 million RMB yuan. At present, the market is still growing.The market of herbal face-pack shows three remarkable features: (1) the cultivation of the market for such a new product is a brand-new process; (2) the market itself has no effective entry barrier in tems of R&D, capital and administrative monopoly, and the product itself is extremely easy to be modeled on. As a result, this new market has quickly become highly competitive; (3) herbal face-pack can be classified both as cosmetics and health-care product, thus the marketing theory is equally useful as compared with the traditional cosmetics and health-care products.The above mentioned features require new ways of marketing worthy of theoretical analysis and important for strategy-making. The market for herbal face-pack was formed in 1999, and rapidly expanded in 2002 with various types of China-made and imported products leading to white-hot competition. Ten-odd brands such as xizanghonhua have come into this market one after another.This thesis attempts to trace and analyze the evolution of the 4P mix strategy of these three brands in the past years so as to reveal the practical value of the 4P strategy. Some features of the marketing of herbal face-pack are summarized accordingly. Moreover, based on the study of the 4P strategies of these three brands, this thesis also tries to give some suggestions to help sumi improve its 4P strategy.