Marketing Strategy Research Of Imported Lip Care Products In ECHO Trading Company

With the improvement of people’s consumption level, the demand for imported cosmetics even for lip care products is also increasing. ECHO Trading Ltd. as an exclusive agent of "BL Lip care" is facing fierce competition from external industry and the challenges from internal marketing strategy improvement. The marketing strategy, which plays the crucial part in the company’s operating strategies, is the key element to ensure the "BL" brand to achieve success.The thesis is divided into six parts to aim at solving practical problems in marketing operation combing with the marketing theories and theoretical tools, through analyzing of internal and external environment, then it makes a comprehensive analysis of current marketing strategy of ECHO. Thus it put forward an updated marketing strategy and the corresponding safeguard measures.The thesis build up a systemized marketing strategy framework for "BL" brand in China, including general analysis program and explicit marketing action plans. As the case and strategy theories presented in the thesis, it can be taken as reference in E company, even in the FMCG industry.