Abstract
With the rapid growth of China’s economy, its huge population base, and a diversified cultural environment, the increase of the cosmetics industry is on the rise. L’Oréal Paris is a famous cosmetics brand with a history of 120 years; it entered China in 1997, so the brand has a certain market foundation and has some fixed consumer group. Thus the team thinks research on the influence of L’Oréal Paris’s marketing strategies on Chinese consumers is essential investigate. Then the team made use of two methods, including SWOT analysis and the Survey method, because the team members would like to study the problems of L’Oréal Paris and explore the characteristics of the brand’s users to precisely identify the brand’s target customers. In the third step, the result is made up of current analysis and problem analysis. In the current analysis, the teammate made a questionnaire to find personal demographic information and buying behavior. In the problem analysis, due to the COVID-19 pandemic, the team decided to ask how to sell the products using the social platform since there are many benefits to letting the brand out of the crisis. In the discussion, this paper compared the scale of online and offline consumption from 2018 to 2021 and found that online shopping has become popular and has some risks. Consequently, the paper indicates that the content has an important role and positive significance in developing L’Oréal Paris in China.
Authors Tianjun Yang, Kaiyi Yuan and Zhe Zhang contributed equally.
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Yang, T., Yuan, K., Zhang, Z. (2023). Research on the Influence of L’Oréal Paris’s Marketing Strategies on Chinese Consumers. In: Li, X., Yuan, C., Kent, J. (eds) Proceedings of the 6th International Conference on Economic Management and Green Development. Applied Economics and Policy Studies. Springer, Singapore. https://doi.org/10.1007/978-981-19-7826-5_87
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DOI: https://doi.org/10.1007/978-981-19-7826-5_87
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