A Study of Integrative Marketing Strategy Applied to Skin Care Brand Distributors in Mid-Taiwan

• Main Authors: CHANG,MEI-CHEN, 張梅真
• Other Authors: LIN,YOU-HAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/mnt69k

碩士 === 建國科技大學 === 美容科技研究所 === 107 === The output value of branded skin care cosmetics has been on the increase from year to year. With distributors adopting integrated marketing strategy, old-fashioned single-channel marketing has gradually developed into diversified marketing. The present study, which focuses on the integrated marketing strategy employed by distributors of skin care brands, aims to understand what marketing strategies distributors of skin care brands should adopt on the one hand, and the advantages and disadvantages of these strategies on the other. By implementing quality research and through collecting and organizing related literature, this research provides a status-quo analysis of products, pricing, channels, sales promotion and integrated marketing. It also deals with whether those engaged in sales of branded products have different strategies and what strategies need to be adopted to meet market needs. Data analysis demonstrates that virtual and actual combined marketing can boost product competitiveness, control technology and raise the level of consumer needs. Distributors can stabilize price on the niche market by applying two-way pricing strategy. As to product channel, distributors are suggested to implement proactive method, thus prevent sales channel from being narrowed down. In addition, more efforts need to be made on the basis of strategic alliance to increase more sales channel partners. Concerning sales promotion, distributors need to proactively train start-up beauticians, promote resource share between stores, and enhance brand names for positive marketing effect, thus optimizing integrated marketing of branded cosmetic products. Keywords: Skin care products; Brands; 4P integrated marketing; SWOT analysis