ANALYSIS OF ESTEE LAUDER’S MARKETING STRATEGY IN CHINA

  ABSTRACT: Economic globalization and regional integration are developing rapidly, and the degree of market openness is gradually deepening. The economic connections between countries are becoming increasingly inseparable, allowing for the free flow of capital and goods on a global scale. As the second largest economy in the world, China has been steadily advancing since the reform and opening, with an expanding proportion of the middle class in society and a continuous increase in population, accompanied by increasing demands for living standards. Therefore, the development prospects of China’s cosmetics market are very promising and are becoming the most promising part of the world cosmetics market, providing a good development prospect for Estée Lauder in China. This paper will take the Estée Lauder brand as an example, combine its internal and external environment, use SWOT analysis method to study and analyze Estée Lauder, and put forward corresponding suggestions based on the implementation status of the international marketing strategy of Estée Lauder brand in China and the 4Ps marketing mix theory. The market competition is extremely fierce, and the development of brands is becoming more and more important. I hope that through the analysis of the international marketing strategy of Estée L auder Group, the importance of brand management and brand image building for an enterprise can be reflected.

Key words: Estée Lauder; Marketing strategy; SWOT analysis