- 期刊
Brand Marketing Strategy of Native Functional Skincare Products from WINONA
摘要
With the progress of science and technology, and the continuous improvement of people's living standards, functions of skin care products have been more emphasized, and proper choice of functional skin care products are aimed at targeted effects according to the skin types and needs. However, in today's market full of increasingly fierce competition, many famous functional skin care brands abroad have successfully occupied a large market in China with high-quality products and good marketing methods, and become the main choice for most consumers, which greatly limits the development of domestic brands. When facing the strong attack of all the skincare products at home, WINONA, as a functional skin care brand focusing on sensitive skin care, has used its scientific research and reasonable price to be of certain influence and discourse power in the existing market. By introducing the general situation of the local functional skin care market and the WINONA brand, this paper mainly analyses the marketing strategy of WINONA brand from the efficacy priority strategy, brand promotion strategy, pricing strategy, discount strategy, online channel, offline channel, emotional marketing strategy and event marketing strategy based on the 4P principle. Meanwhile, the SWOT strategic analysis is also used to summarize the existing marketing strategy of WINONA brand. Furthermore, the quality of WINONA's product is positively shown, and its focus on the own brand positioning and its rational layout in marketing is well advocated, while WINONA's shortcomings in the channel of sales and advertising investment are forwarded accordingly. It is also believed that WINONA is facing both opportunities and threats at the same time, and more attention should be paid to creating products of high quality, reasonable price and distinctive characteristics in order to enhance the competitiveness of the brand.