소개글
[국제경영] 더페이스샵 중국시장 진출 마케팅 전략(영문)에 대한 자료입니다.
목차
Contents1. Introduction
1-1. THE FACE SHOP ?
1-2. Advanced Present Situation
2. Chinese Market Environment
2-1. Market trends
2-2. Competitors in China
3. Marketing Strategies in China
3-1. SWOT analysis
3-2. STP analysis
3-3. 4P's strategy
4. Conclusion
4-1. Conclusion
4-2. Prediction and Suggestion
4-3. Reference
본문내용
3-2. STP Analysis3) Positioning
- Luxurious and natural image
- Change existing emotion-oriented features to functional approach
- Emphasis well-being image by using natural plant extracts and mineral water
- Break away from cheap brand image through refined and clean interior of the store
- Korean wave star Kim Hyun-jung was appointed as a new model to target the Asian market
3-3. 4P Strategy
2) Place
(2) When they began entering chinese market, they operated 'test shop' to understand the market situation.
(3) As a result, they knew they should enter department stores or shopping centers than road shops. Because Chinese women prefer shopping at the department store or shopping centers.