Analyzing the Marketing Strategy Model for L'Occitane

Abstract

People are paying more attention to body skin care as the economy and society develop, and the demand for body care products is increasing. At the same time, with the continuous progress of Internet technology, China ushered in the "traffic era". Various social platforms play an important role in users' use of the Internet, so the traffic-guided marketing strategy has huge value in the market. This paper applied Marketing Mix theory and SWOT analysis, combined with the actual situation of the L'Occitane brand, through the analysis of the brand's marketing status and existing problems from four aspects: product strategy, price strategy, channel strategy, and promotion strategy, to analyze the shortcomings of L 'Occitane traditional marketing model. The new marketing strategy of L'Occitane and its similar skin care products in the age of traffic is proposed. This paper put forward specific measures for L'Occitane and similar skin care products to cope with the new marketing model in the traffic era from the aspects of paying attention to the traffic promotion on social media platforms and expanding the scope of skin care products publicity.