Titre : |
How to marketing domestic perfume brand in China |
Type de document : |
Mémoire |
Auteurs : |
Weiyi ZHENG, Auteur |
Année de publication : |
2021 |
Importance : |
31 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CHINE ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING STRATEGIQUE
|
Résumé : |
The aim of this study is to reveal how Chinese perfume brands can build more effective marketing strategies in the Chinese market to face competition from internationally renowned brands. The study is based on three notions: national product awareness, digital marketing and consumer purchasing behavior, in the context of this study. This study contributes to the gap in the literature by providing marketing decision reference for domestic perfume brands, intending to face the increasingly fierce competition from international brands in the new consumer environment. This is accomplished through qualitative analysis and empirical research. The study uses interviews with different kinds of Chinese consumers to answer two research questions: consumers' attitudes towards domestic perfumes and how domestic perfumes attract consumers. |
Programme : |
MSc Marketing French Excellence |
Permalink : |
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