Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 28 , 10 November 2023
Open
Access | Article
Research on Women’s Care Marketing Strategy of Proya
* Author to whom correspondence should be addressed.
Abstract
As Chinese women’s needs for skincare grow and domestic cosmetics brands develop, they are gradually shifting their focus from products from abroad to domestic products because of the relatively lower price and the same ingredient. Proya stands out of those domestic cosmetics brands, and it can be seen obviously that it invests much money and effort in marketing to target women group. This paper intends to analyze how the marketing strategy of Proya works and how women consumers react to it. The method used to analyze this marketing strategy is mainly 4P Strategy which represents product, price, place, and promotion to deeply observe Proya’s key to success: how Proya has made their business choices in terms of product classification, pricing, location, promotion with marketing, set the brand apart from other skincare brands and become famous in China. Then the paper compares the success of Proya with other brands in the same industry, and finds its outstanding advantages and disadvantages. Finally, It can be concluded that the marketing of Proya is so concerned with the female group. Instead of spreading anxiety and forcing consumers to buy, Proya promotes and builds its products from the perspective of women, and becomes a brand centred on the female group, which greatly contributes to its business success.
Keywords
Proya, marketing, 4P Strategy, women, feminism
References
1. Hu, Xuefei, Chen, Yijun, Financial analysis of Proya Company based on Harvard Analysis Framework, Finance And Taxation Research, 132-134 (2022).
2. Proya Cosmetics Co., Ltd. Annual Report, (2021).
3. Liao, Min, Proya: the Growth of the First Domestic Beauty Strand, Economic Research Guide, 88-90 (2022).
4. Chen, Guoqing, A Case Study of the Influence of Proya’s Sales Channel Broadening on Firm Performance, China Academic Journal Electronic Publishing House, 7-9 (2021).
5. Qiu, Jie, Wang, Shijin, Research on Development Opportunities of Domestic Brands in the New Era: Take Proya Cosmetics Co., LTD as an Example, China Academic Journal Electronic Publishing Housing, 14-16 (2022).
6. Liu, Yuxin, Analysis of New Marketing Communication Strategies of Old Domestic Brands under the Network Celebrity Economy: Take the Beauty Brand Proya as an Example, China Academic Journal Electronic Publishing Housing, 38-40 (2022).
7. Qi, Xiaobin, Analysis of marketing strategy innovation in e-commerce era from the perspective of consumer psychology change, China Journal Of Commerce, 46-49 (2022).
8. Duan, Chunlin & Zhou, Qinxue, Explore the emotional value of users, Proya’s Echo Project, China Academic Journal Electronic Publishing House, 69-72 (2022).
9. Lin, Wantong, Analysis of Agile Marketing Strategy in Enterprise Marketing Management under the Background of New Era, China Academic Journal Electronic Publishing Housing, 37-39 (2022).
10. Guangdong Marubi Biotechnology Co., Ltd Annual Report, (2021).
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-077-6
- ISBN (Online)
- 978-1-83558-078-3
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/28/20231290
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited