Marketing Management of Pechoin Company Strategy Research

Abstract

With the rapid development of the global economy, consumers' demand and purchasing power for cosmetics are increasing. The rise of logistics and e-commerce industry gives consumers a broader choice space, market competition intensifies, the cosmetics market is gradually occupied by cosmetics companies in Europe, America, Japan and South Korea, the consumer recognition of domestic cosmetics products is not high, and the development trend of enterprises is not optimistic. As a time-honored cosmetics brand in China, Pechoin has undergone many adjustments to products, corporate structure and marketing strategies, eliminating brand stereotypes and rejuvenating its vitality. Taking Pechoin as the research object, this paper analyzes the marketing management strategy based on the enterprise marketing concept through literature analysis method and case analysis method, and puts forward the improvement method of marketing strategy.