英语论文网

论文题目：international marketing论文语言：English
论文专业：international marketing
字数：12000
学校国家：U.K.
是否有数据处理要求：否
您的学校：排名20左右学校 newcastle university

An Investigation into Cross-Cultural Marketing of Cosmetics Companies - A Case Study of L'Oreal

Abstract
Cosmetics industry is a sunrise industry, its growth rate is faster than the national growth rate of GNP, and this rapid growth will continue along with the continuous tapping of the potential market and the development of high-end brands. With the rapid development of economic integration, the gradual disappearance of business boundaries, the increasing degree of product homogeneity, the world cosmetics business managers in the business activities will be increasingly confronted challenges from different cultures. Faced with the management disorders in cross-cultural marketing caused by the difference between different cultural backgrounds, what kind of marketing https://www.51lunwen.org/SupplyChain/2011/1209/1011533292.html strategy to attract these social groups with different consumer awareness caused by religious beliefs, language, customs and lifestyles, thus achieving the maximization of marginal benefit business are the concerns by the cosmetics business managers.
This dissertation selected the cultural marketing as a starting point, and proposed the topic of cross-cultural marketing in cosmetics enterprises to help the cosmetics business to strengthen the understanding of culture and cultural differences, improve cross-cultural adaptability, and can be based on different cultural marketing environment to implement effective marketing strategies.
Under the guidance of this line of thought, the first chapter of introduction mainly introduced the research background, research aim and objectives. The second chapter is a theoretical overview, and in this chapter it mainly discussed the definition, content, and characteristics of culture, cultural marketing and cross-cultural marketing. https://www.51lunwen.org/marketing/ This third chapter presented the research methods and the limitations of the study. The fourth chapter through the empirical research on cross-cultural marketing by L'Oreal, based on the L'Oreal company's own strengths, weaknesses, opportunities, and threats in Chinese market, made a SWOT analysis and using SPSS software verified the correlation analysis of 4PS marketing mix and cultural conflict, and concluded: the promotion factor in 4PS has the most relevance with the cultural conflict.

Keywords: Cross-cultural marketing; Cosmetics industry; L’Oreal; 4PS marketing mix

Table of Contents
Acknowledgements 2
Abstract 3
Table of Contents 5
Chapter 1 Introduction 6
1.1 Research background 6
1.2 Aim & Objectives 9
1.3 Research significance 9
Chapter 2 Literature Review 10
2.1 Rise of cultural differences and cross-cultural marketing 10
2.2 Theoretical basis of cultural marketing 12
2.2.1 Overview of cultural differences 12
2.2.2 Concept of cultural marketing 12
2.3 Concept of cross-cultural marketing 13
2.4 Review of cross-cultural marketing 15
2.5 Cross-cultural marketing of cosmetics industry 17
2.6 Marketing theory of 4Ps 18
Chapter 3 Research Methodology 21
3.1 Research methods 21
3.2 Data collection 22
3.2.1 Primary research 22
3.2.2 Secondary research 22
3.3 Questionnaire design 23
3.4 Dete本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。