Research on the Influence of the Multi-channel Marketing Model on the Traditional Model of FMCG Companies

DOI

10.2991/978-94-6463-098-5_110How to use a DOI?

Keywords

FMCG companies; multi-channel marketing; Estee Lauder; Brand loyalty

Abstract

With the development of the economy and technology, the living standard and average consumption of people are constantly improving, and high quality of life has become the goal of people. Under such circumstances, cosmetics companies are also transforming their target how to absorb people’s brand loyalty. This study is based on the fact that all the FMCG companies are developing multi-channel marketing patterns due to the shifting of people’s consumption habits take the Estee Lauder brand for example to show what channels the companies focus on. The study also provides some possible strategy transformations of the FMCG companies to broaden the vision of the industry and make future predictions.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yijing Wu
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Influence of the Multi-channel Marketing Model on the Traditional Model of FMCG Companies
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 965
EP  - 972
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_110
DO  - 10.2991/978-94-6463-098-5_110
ID  - Wu2022
ER  -