Abstract
Relying on the mature international fragrance market and China's "smell economy" which is on the rise, we make a comparative study of the Italian fragrance brand Acqua di Parma and the oriental culture fragrance brand To Summer in terms of 4Ps marketing mix framework—product, price, promotion and place. By analyzing the differences and similarities between the two brands, we find the reasonable path and strategy for the internationalization of China fragrance brand.
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