Shiseido Group's Target Market Expansion Research On China

Since ancient times,the pursuit of beauty and confidence has been in the ascendant.Nowadays,with the rich material life,more complete logistics system,rich and diverse consumption channels,continuous improvement of living standards and upgrading of consumption ability,people pay more attention to themselves and have a stronger desire for self-confidence and beauty.Among them,young people's consumption ability is getting stronger and stronger,especially in skincare.They have a strong ability to accept new products and services,and they are in the key stage of brand preference building.However,in the context of numerous domestic brands surging up one after another and the homogenization of skin care products at the same price launched by brands is very serious,the competition between major skin care brands is increasingly fierce,and the development of foreign daily chemical enterprises in China is faced with huge difficulties.Shiseido,as a leading cosmetics enterprise in the world,has made some achievements in China.Now,faced with such an environmental background,its development in China is faced with enormous pressure,but also unprecedented opportunities.Shiseido group should quickly identify the market to be developed and the existing market through effective market segmentation of skin care products,so as to develop differentiated marketing strategies according to the consumer characteristics of different market segments,and expand the target market in China while maintaining customers for Shiseido group.First,this paper elaborates Shiseido and relevant literature and theories on market segmentation,and makes a detailed analysis of Shiseido's development in China and the reasons why Shiseido needs new market segmentation in China.Then,through in-depth interviews,we insight into the purchase behavior of skincare consumers,discover the purchase motivation of skincare consumers,determine 21 core variables of purchase motivation,and design a questionnaire based on this,conduct market research and data collection.Thirdly,we conduct factor analysis on the variables of skincare purchase motivation and get six factors,which is "advertising benefit","perpetual youth and pursuit of beauty","function","discount","acquired remedy" and "public opinion and word-of-mouth”.On the base of the six factors,combined with the age and income for clustering analysis,it is concluded that " mass following market ","marginal market","quality pursuit of market","basic functional market" and "the pursuit of market transformation type" five markets.Finally,we combine the five markets obtained by cluster analysis with the development of Shiseido's brands in China,divide the Shiseido group's market in China into three markets to be developed and three markets to be maintained,and put forward precise marketing Suggestions for each market segment by using the 4P marketing theory.