Research On The Improvement Of The Marketing Strategy Of Oriflame Cosmetics (China) Co., Ltd

Oriflame Cosmetics(China),a subsidiary to Oriflame Cosmetics(Global)which was founded in Sweden in 1967,entered China in 2004.Compared with other foreign companies,Oriflame Cometics was late in entering China,because China did not have the Direct Selling Law in the 1990 s.By 1998,the Chinese government promulgated regulations prohibiting pyramid schemes.At that time,all foreign direct selling companies were considered to be pyramid schemes and were hit.The European companies did not enter China when the law is not perfect,because they were cautious and old-fashioned.Instead,they shifted to the Russian market,thus avoiding a storm.Although they left,they are paying close attention to China.In 2004,Oriflame Cosmetics entered China when learned that the Chinese government will issue a direct selling law and began to launch businesses in the Chinese market when it was issued a license by the Ministry of Commerce in 2006.However,due to the lack of understanding of China’s national conditions,the development in the Chinese market has not been smooth.The problems encountered after Oriflame Cosmetics came to the Chinese market and the marketing strategies formulated according to the adjustment are the focus of this paper.Based on the history of Oriflame Cosmetics(China)Co.,Ltd.,this thesis will analyze and study its marketing strategies by using marketing theory.The first part introduces the research background and relevant marketing theories.Then it introduces the company’s situation,states briefly the problems and reasons of the company’s marketing strategies,and analyzes the marketing environment,which includes the external environment analysis,internal environment analysis,SWOP analysis and STP strategy analysis.Finally,based on the research and analysis of Oriflame Cosmetics(China),the improvement goals,improvement plans and specific marketing strategies were proposed.