Title: The Influencing Factors of Marketing Strategy of Mac Beauty Products in Chinese Market
Author: Dong Zeyan
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 (pp.1181-1188) https://mba.siam.edu/proceedings14/ PDF
Abstract
With the increase in consumer income, more and more people have a stronger desire for “beauty”, and beauty makeup has gradually become a trend. Traditional marketing strategies are being developed to meet the growing consumer demand in the beauty makeup industry and the steady growth of product sales under each brand. Various beauty makeup brands are constantly studying and tending to cater to the needs of the public. “MAC”, a subsidiary of Estee Lauder in China, is a well-known international beauty makeup brand that is expanding the in Chinese market to achieve brand development.
The objective of this study was to explore the effect of product strategy, price strategy, place strategy, and promotion strategy on the marketing strategy of Mac beauty products in the Chinese Market.
The quantitative method was used in this study. A total of 500 questionnaires were distributed, and 497 valid questionnaires were recovered. This study found that product strategy, price strategy, place strategy, and promotion strategy have a significant positive effect on the marketing strategy of Mac beauty products. For recommendations: 1) Mac Company should improve product diversification, and increase the high-profit products; 2) Mac Company should adjust the cost of the floating plus price strategy, strengthen the discount price strategy, and increase the combination price strategy; 3) Mac Company should use social media, introduce short video platform, and deep plowing cross-border e-commerce platform; 4) Mac Company should increase the diversity of promotional tools.
Keywords: Mac beauty products, marketing strategy, Chinese market
The Influencing Factors of Marketing Strategy of Mac Beauty Products in Chinese Market
631795045 Dong Zeyan 2567 (2024) The Influencing Factors of Marketing Strategy of Mac Beauty Products in Chinese Market สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University