Mary Kay基于E-IMC 4I原则的化妆品微信营销分析(2)
3.4 Data Analysis 14
Chapter Four Research Finding and Suggestion to Mary Kay on WeChat Marketing 17
4.1 Research Finding 17
4.2. Suggestion to Mary Kay on WeChat Marketing 19
Chapter Five Conclusion 21
References 23
Appendix 25
Chapter One Introduction
1.1 Research Background
With the arrival of the mobile internet era and improvement of network consumption environment, China online retail industry has been growing rapidly, which brings great impact and challenge to the traditional cosmetics industry. Increasing scale of online shopping market and perse needs of people makes the traditional cosmetics industry have to accelerate the structure upgrading and adjustment to adapt to the needs of society and interactive communication. Micro-marketing, a new marketing rising in response to the trend of content, video, social and mobile, has gradually stepped onto the stage of China's Internet and earn deeply concern from enterprises and consumers, which subvert the concept and mode of traditional marketing, setting off a new round of revolution of information dissemination worldwide. Its value will be incalculable.
As the Chinese people achieve a comprehensive well-off society, cosmetics gradually become consumer goods instead of luxury. It also means that increasingly fierce competition in domestic cosmetics market. Plus the trend of internationalization and the deepening of the cosmetics market, especially the reduction of import tariff, all these factors provide favorable conditions for foreign cosmetics to enter the Chinese market. The latest statistics from the National Bureau of statistics shows that China has all kinds of cosmetics production enterprises more than 5000, cosmetics products more than 25,000, in 2014 the cosmetics industry output value has exceeded 200 billion. Statistical data shows that China's cosmetics industry market will maintain average 15% annual growth rate in the next few years, and the cosmetics industry has become one of the fastest growing industries in the national economy of China. At present, China's cosmetics companies use more traditional marketing methods, which depend on a large number of media advertising to increase brand awareness and to guide consumption trends, so as to expand the sales of cosmetics, but it has been unable to meet the convenience and speed requirement of current people, thus enterprises urge for new marketing means to activate the cosmetics market and achieve win-win results for consumers and businesses.
Mary Kay is one of the world's largest skin care products and cosmetics direct selling enterprises. Mary Kay Inc. was founded in 1963, headquartered in Dallas City, Texas USA and it has been rooted in China for 20 years since 1994. Nowadays, the most notable marketing trend in China is WeChat marketing, as one of Fortune's 100 best companies in USA to work, Mary Kay should notice and seize the new trend, seek further development by better use of WeChat platform.
1.2 Research Significance
First is the significance for WeChat marketing. As the latest social media, WeChat launched in early 2011, since then, the number of registered users continuously rise and its commercial value keep be mining with the version upgrading and constant improvement of the functional structure,. It is fashion marketing with the features of low cost, wide publicity, cost-effective, which can provides enterprise persified marketing mode. It not only is an innovation for the marketing mode, but also provides enterprises with more possibilities of precision marketing featured of active marketing, point-to-point communication.
Second is the significance for cosmetics industry. It accelerates the adjustment and upgrade of the cosmetics industry structure, through WeChat, the company can promote their products, company culture to the powerful customer, as well as enhance awareness and exposure, let more people be familiar with and buy the products, save advertising costs.