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3.2.1 Advertising...14
3.2.2 Direct marketing.15
3.2.3 Sales promotion16
3.2.4 Public relations.16
Chapter 4 Empirical Analysis.18
4.1 Questionnaire design and distribution 18
4.1.1Investigation purpose..18
4.1.2 Investigation contents.18
4.1.3 Investigation target.18
4.2 Methods of investigation.19
4.3 Questionnaire Issued.19
4.3.1. Sampling frame and number of samples.19
4.3.2. Sampling method.20
Chapter 5 Results& Findings21
5.1 Sample recovery condition.21
5.2 Findings.26
Chapter 6 Conclusion27
Appendix.28
Acknowledgments32
References.33
Pechoin’s Integrated Marketing Communications Strategy on the Brand’s Reshaping Road
Chapter 1 Introduction
1.1 Research background and significance
1.1.1 Brief introduction to Pechoin
Founded in 1931, Pechoin is one of the most famous cosmetics manufacturers with a long history in China. The major products it produced include skin care products, hair washing and care products, personal cleaning products, floral water, beauty and cosmetic products and other related high-quality products. The brand has been evaluated as “Shanghai famous trademark” for many years and wins the title of “Chinese famous trademark”. Pechoin has always been undertaking the faith of advocating safe and stimulation-free herbal skin care method. In the 1930s, it led the adolescence of an age, and was warmly pursued by many nobles and famous stars, and from then on, it had been famous both at home and abroad with “oriental charm and health care boutique”.
1.1.2 Research Significance
As the forerunner of domestic brands, the development of Pechoin seems to concern the prosperity and decline of the traditional Chinese cosmetics. Whether it can break through the inherent obstacles and the stereotyped impression in the mind of consumers and achieve nirvana in reasonable marketing means will impact the existing skin care product market and is of great reference significance to other domestic skin care brands.