Renault Perfume China Marketing Strategy Analysis

In recent years, with the rapid development of Chinese economy, the average per capita can enhance the growing disposable income and consumer awareness, to provide a broad development prospects for China’s perfume market, but at present the whole perfume market capacity is relatively small, in the face of major international cosmetics brand in succession with the perfume brand presence in China, the fragrance industry competition also is in ceaseless aggravate, in order to obtain a better development, like other international brand, Renault also must face the problem to broaden the sales channels, expand market share. Under this background, the special research to this particular object Renault perfume marketing system, its significance not only can provide reference for the construction of the Reynolds perfume marketing system scheme and implementation measures, but also be of similar size, similar structure in the company and provide useful lessons for similar stages of development of the perfume company.This paper from the policies and regulations, economic, social and technical aspects of the four macro environment of China’s fragrance market are analyzed, then based on the Reynolds perfume, competitive environment analysis, main competitor and product comparison analysis, the purchaser analysis aspects of the Renault perfume market microscopic environment are analyzed, also in view of the present Chinese perfume market capacity is relatively narrow question analyzes several factors that hinder its development, which provides the fundamental basis for the formulation and implementation of Reynolds perfume marketing strategy; secondly, starting with the analysis of SWOT of Renault perfume, strengths, weaknesses, opportunities and threats faced, and correspondingly gives the matching strategy choice; then the Reynolds perfume market segmentation, target market selection and market positioning of the Reynolds perfume marketing selection and corresponding guidelines. Finally, the main for the specific description of Reynolds perfume China marketing strategy, including product strategy, price strategy, channel strategy, promotion strategy, consumer insight strategy, in addition, from perfume as a combination of personal temperament, with special product culture connotation, to maintain customer loyalty as the core of the "4Vs " marketing strategy further analysis of the Reynolds perfume. According to above analysis, this paper gives the Renault company’s marketing strategy improvement suggestions as follows:adhere to the target market strategy of differentiation, to develop new products, expand business outlets, broaden the sales channels, with consumers as the core to establish a new terminal business marketing model and improve first-line perfume adviser consulting service level.