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| The Analysis on the Marketing Strategy of Chioture from the Perspective of Fan Economy 粉丝经济视角下“稚优泉”的营销策略分析 Contents Acknowledgements i Abstract in English iv Abstract in Chinese v Chapter 1 Introduction 1 1.1 Background of the Research 1 1.2 Significance of the Research 3 1.3 Introduction to Chioture 4 1.4 Fan Economy 5 Chapter 2 Market Segmentation and Positioning of Chioture 8 2.1 Market Segmentation and Positioning 8 2.1.1 Market Segmentation 8 2.1.2 Market Positioning 11 2.2 SWOT Analysis 12 2.2.1 Strengths Analysis 13 2.2.2 Weaknesses Analysis 14 2.2.3 Opportunities Analysis 15 2.2.4 Threats Analysis 17 Chapter 3 Analysis of Marketing Strategy 19 3.1 Product Strategies 19 3.1.1 Product Mix Strategy 19 3.1.2 Branding Strategy 21 3.1.3 Packaging Strategy 22 3.2 Promotion Strategies 23 3.2.1 Public Relation Strategy 24 3.2.2 Advertising Strategy 25 3.2.3 Sales Promotion Strategy 25 3.3 Pricing Strategies 26 3.3.1 Discount Pricing Strategy 26 3.3.2 Psychological Pricing Strategy 27 3.3.3 Price Adjustment Strategy 28 3.4 Place Strategies 28 3.4.1 Traditional Distribution Channel 28 3.4.2 Modern Distribution Channel 29 3.4.3 Newly-developing Distribution Channel 29 Chapter 4 Enlightenment 31 Chapter 5 Conclusion 33 References 34 [Abstract] The cosmetics industry has become one of the fastest growing industries in China, and it is also a significant part of the national economy. It has a good momentum of development, but the competition is fierce.How those cosmetic companies stand out from the fierce competition and win the favor of consumers is an urgent problem to be solved. Meanwhile, with the continuous development of science and technologyand the wildly use of the internet,so "Flow era" and "Idol era" have emerged in succession, so that a new group called fans has formed. Fans are always so generous to their favorite stars thatthey are willing to spend money without any encouragement. Some businessmen find business opportunities from the craziness of fans toward idols, and then"fan economy" came into being. Fan economy has resulted in a series of economic benefits and gradually developedinto a unique economic form, so that the future of fan economy is infinite. This paper mainly takes Chioture as the research object.Firstly, this paper analyzes the status quo of fan economy in recentyears, and concludes that because of the combination with brands andstars, the scale of fan economy is constantly expanding and growing. The analysis shows that brands base on the fan economy has a very optimistic prospect.Secondly, the paper analyzes the marketing strategy of Chioture and finds out some existing problems of its. Finally, the paper concludes that it is a useful way but not a long-term plan touse the fan economy to do brand marketing and gain customers in the early stage. If the brand wants to win the customers’ long-term trust,the only way is to do well in quality and reputation of its own brand, so that customers can rest assured and buy at ease. [Key Words] Chioture; Fan Economy; Marketing Management |
