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Erschienen in:
2023 | OriginalPaper | Buchkapitel
Research on College Students’ Consumer Behavior Characteristics and Marketing Strategy Optimization of Estee Lauder
verfasst von : Liqi Shi
Erschienen in: Proceedings of the 6th International Conference on Economic Management and Green Development
Verlag: Springer Nature Singapore
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Abstract
Studying the marketing strategies of brands today remains a critical topic. Many researchers have found that big brands still need to constantly update and adjust their approach to cope with the changing Chinese market. Yet, international brands still need more research in China because of the rapid rise of the Chinese market. Therefore, this paper will focus on the consumer behavior characteristics of female college students, Estee Lauder, as a case study to investigate how high-end brands can develop potential customer groups in China. The research methods of this paper are as follows: survey method and data analysis method. The result is that although Estee Lauder has the market share, it still needs a “smart” strategy to maintain the market and expand the consumer base. Therefore, premium brands in China still need to focus on product, sales, marketing, and operational strategies to cope with the competitive market.