The Promotion Strategy Research On Luxury Perfume Of A Corporation

With China’s accession to the end of the transitional period of WTO in2005,foreign luxury goods group have landed in China.The luxury perfume industry hasbegun to enter the stage of an explosion of growth in China. With the increase ofproduct and business competition intensifies and the increase in consumer incomesand living standards improve, the vast number of consumers of goods on the buyer’smarket demanding a greater selection of room, so the communication betweenbusinesses and consumers more important, enterprises need to strengthen thepromotion, use of various promotional methods so that the majority of consumers andusers to deepen understanding of their products to consumers willing to spend moremoney to buy their products.In this paper A company as the case as the research object, the first in the firstpart of this paper puts forward the background and significance of A detaileddescription. In the second part introduced the related theory and the domestic andforeign research situation of marketing for luxury goods. In the third part describesthe present situation of luxury perfume industry. The fourth part analyzes thecompany A new STP strategy and the promotion strategy, and found the followingproblems: the target market and choose not to fully, neglecting the young andmiddle-aged male market and city urban students market; Product positioning notbright; When brand layout did not consider his goal in regional awareness; Three citymarket position is not clear. And promotion of problems: the promotion mix withluxury brand of perfume regional maturity don’t match, product promotion ideas lackof innovation, business promotion means of a single, promotion ready to work notperfect, staff promotion incentive mechanism imperfect, the high cost of salespromotion and BApersonnel quality is not high.According to company’s SWOT analysis and strategy for the STP again, definethe company A strategic adjustment of the key, and at the same time through the greyrelational analysis, found that the consumer is buying perfume, be the biggestinfluence brand and fragrance, followed by service, promotion means, price, packing, and finally shopping environment evaluation with others. In view of the aboveanalysis, this paper gives Acompany marketing strategy improvement Suggestions areas follows: advertising specific form with regional market characteristics formcombination, personnel pays attention to the soft environment and spiritual incentivemarketing, business promotion with regional market characteristics form and meansmore colorful, with public relations with regional match. Also set up the salespromotion new idea; Adhere to the people-centered promotion idea, to full marketing;Perfect promotion ready to work, strengthens the promotion management; Forscientific and reasonable promotional budget decisions, according to marketcompetition situation, the enterprise itself conditions and the enterprise marketingtarget comprehensive science special promotions budget plan; Strengthens staffrecruitment and training education, improving staff quality promotion.This article through to A company of the case analysis, according to itspromotion strategy of practical problems presents the improvement plan, on the onehand, define the foreign enterprises in China, luxury marketing mode perfume,promotion and marketing mix strategy, find out the existing problems and thecountermeasures to solve problems; On the other hand, also for domestic luxury of theproduction of the enterprise marketing and further development and expansion toprovide some helpful Suggestions.