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Chinese cosmetics industry is a booming industry and it is also one of the fastest growing industries in China. After China has joint WTO, with the tariff reduction, the tendency of the Chinese cosmetic market internationalization is inevitable. Herborist is a typical Chinese domestic cosmetics company. Now Herborist tries to find new customers and build core competitiveness. As they have already entered the Europe market to some extent, it is time for them to focus on international marketing strategies for the European market.
The aim of this thesis project was to provide valuable marketing strategy for Herborist’s European market operations and to help the company to expand its operation to Europe.
The study is mainly based on quantitative research. The data collection was carried out by a questionnaire. Qualitative research was carried out in the form at an interview with Herborist’s manager to find out his suggestion towards this thesis and this belongs to qualitative research. In addition, secondary data taken from the internet and literature has been used as well.
The results show that Herborist can choose marketing channel strategy as their main marketing strategy. Herborist should integrate different marketing communication tools and find out the best way to expand their European market.