TITLE:
Research on International Marketing of Chinese Beauty Brands Based on the 4I Theory —Taking Perfect Diary’s Trip to Japan as an Example
AUTHORS:
Chen Liang, Chenggang Li
KEYWORDS:
Chinese Beauty, International Marketing, 4I Theory, Perfect Diary
JOURNAL NAME:
Modern Economy,
Vol.13 No.11,
November
24,
2022
ABSTRACT: With the development of the economy and the improvement
of people’s living standards, the cosmetics industry is booming. Chinese beauty
brands are rapidly emerging using Internet marketing, and competition is
gradually becoming fierce. In this context, Chinese beauty brands have entered
into the internationalization process, but in the process of going abroad, they
also face various problems. In this paper, we analyze the current marketing
situation of Perfect Diary based on the 4I theory, find out the marketing
problems and analyze the reasons, and finally provide some suggestions for
optimization based on the Japanese environment, hoping to provide some
reference for the international marketing of Chinese beauty brands.