泰国美妆品牌Mistine中国市场营销策略分析  

Marketing Strategy Analysis of Thai Beauty Brand Mistine in China

作　　者：唐靓 

机构地区：[1]贵州大学经济学院,贵州 贵阳

出　　处：《电子商务评论》2025年第2期179-184,共6页E-Commerce Letters

摘　　要：泰国美妆品牌Mistine近年来在中国化妆品市场持续火爆出圈。通过利用4P营销理论对其在中国化妆品市场的营销策略进行分析,发现其成功的原因包括低价策略、打造爆品等等。尽管Mistine已经在中国化妆品市场取得了一定成绩,但是其营销策略还存在不足,比如爆品热度高,但其他产品没有知名度;偏重线上渠道,线下渠道建设不足等等。最后根据以上问题提出针对性建议,以供品牌参考。Thai beauty brand Mistine has continued to fire out of the ring in the Chinese cosmetics market in recent years. By using 4P marketing theory to analyze its marketing strategy in the Chinese cosmetics market, it is found that the reasons for its success include low price strategy, creating explosive products and so on. Although Mistine has already made certain achievements in the Chinese cosmetics market, its marketing strategy is still deficient, for example, the explosive products are hot, but other products have no popularity;favoring online channels and insufficient construction of offline channels and so on. Finally, according to the above problems, we put forward targeted recommendations for the brand’s reference.

关 键 词：泰国美妆品牌Mistine 4P营销策略 中国市场 

分 类 号：F42[经济管理—产业经济]