A Comparative Study On The Marketing Strategy Of Jasmine Group And Shiseido Group In China

The rapid development of China’s cosmetics market since joining WTO, In recent years, China’s cosmetics market size and growth rate has maintained rapid growth, at present, China’s cosmetics market sales second only to the United States, also is the most development potential consumer market cosmetics. In such a situation, many international cosmetics industry giants are determined to open up the Chinese market,which is the most concern of us has a similar skin advantage of Japan and South Korea enterprises, In the past in China occupy half of the country’s in Japan’s largest cosmetics company Shiseido group years of losses, and South Korean cosmetics industry collar figure in Amore Pacific Group’s sales but with 47% average growth rate of the rapid development, gradually narrowing the gap have to cause our thinking.Firstly, this paper describes the PEST, 4P marketing theory and STP marketing strategy, After analyzes our country cosmetics market the development present situation and the marketing environment, respectively, to introduce the basic situation of the Shiseido group, Amore Pacific Group and their marketing strategy. And from the product strategy, pricing strategy, channel strategy and promotion strategy to make a comparative study. In the end, the paper combines the experience and lessons of two enterprises to provide a reasonable and feasible marketing suggestions for Chinese enterprises.