Research on Marketing Strategy of Chinese Domestic Cosmetics Based on Female College Students’ Consumption Characteristics

DOI

10.2991/assehr.k.210407.082How to use a DOI?

Keywords

Female college students, Domestic cosmetics, Brand, Consumption characteristics, Marketing strategy

Abstract

With the development of China’s economy and the improvement of individual’s living standards, female college students are playing an increasingly important role in the cosmetics consumption market. They are the main purchasers of domestic cosmetics in China. By using literature research method and case study method, this paper firstly analyses the characteristics of female college students’ consumption behaviour. Their consumption behaviour is reflected in the fact that they tend to consume cosmetics out of pursuit of fashion and multitude-followed mentality. They are used to referring to some trial experiences before purchasing cosmetics. In addition, female college students are vulnerable to the marketing campaign, and often lack of rationality in consumption. With the development of e-commerce, they prefer the convenient and fast way of shopping and gradually develop the habit of online shopping. In terms of marketing strategies of China’s domestic cosmetic brands, this paper takes two domestic cosmetic brands, Pechoin and Florasis, as examples to analyze and discover the problems existing in their marketing strategies, so as to put forward corresponding measures to improve the marketing of China’s domestic cosmetics. First of all, domestic cosmetic brands should pay more attention to product quality, improve the design of product, attach importance to brand innovation and accelerate product updates. Secondly, domestic cosmetic brands should increase opportunities of trial experience for female college students, strengthen communication with consumers and make use of word-of-mouth marketing. In addition, they can also use e-commerce marketing and optimize the layout of online sales channels. Through the crossover study of female college students’ consumption behaviour and Chinese domestic cosmetics brands’ marketing strategies, this paper provides corresponding reference information for the marketing of Chinese cosmetics industry.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Binyan Li
PY  - 2021
DA  - 2021/04/08
TI  - Research on Marketing Strategy of Chinese Domestic Cosmetics Based on Female College Students’ Consumption Characteristics
BT  - Proceedings of the 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021)
PB  - Atlantis Press
SP  - 421
EP  - 425
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210407.082
DO  - 10.2991/assehr.k.210407.082
ID  - Li2021
ER  -