Dissertation > Economic > Trade and Economic > China's domestic trade and economic > Circulation of commodities > E-commerce,online trading

Comparative Study of Jingdong Mall and JUMEI’s Cosmetics Marketing Strategy

Author LiuYue
Tutor ZhaoPing
School Tsinghua University
Course Business Administration
Keywords E-commerce Jingdong JUMEI Cosmetics Marketing strategy
CLC F724.6
Type Master's thesis
Year 2013
Downloads 248
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IResearch data show that in2012the market size of China’s cosmetics onlineconsumption has reached57.66billion yuan with an increase rate of54.8%, comparedwith37.26billion yuan in2011. The remarkable growth rate of cosmetics onlineshopping has attracted lots of leading B2C Electronic Commerce Companies andprofessional cosmetics E-Business companies to join the market. As the leaders inE-Commerce field, Jingdong Mall and the JUMEI have different operatingcharacteristics and marketing strategies, and also attract their own loyal consumergroups.This research aims at comparing the differences between Jingdong Mall and theJUMEI’s cosmetic marketing strategies and analyzing cosmetic consumer’s onlineshopping preference and their satisfaction with these two E-Business companies. Basedon these two achievements, we offer Jingdong Mall and the JUMEI somerecommendations for their cosmetic business.Through literature research and empirical research, we analysis the cosmeticproducts and customer service of Jingdong Mall and the JUMEI, then summaryJingdong Mall and the JUMEI’s marketing strategies of product positioning, pricing,advertising, and communication with customers. After that we compare the marketingeffectiveness of these two companies.In consumer satisfaction research, we find out the most important factors thatconsumers care most about when they purchase cosmetics online through the interviewsand questionnaire. We test six factors that could affect the consumer satisfaction bycross analysis, significance test and regression analysis: product quality, prices, productgrade, services, advertising and brand name. The research shows that products qualityand brand name are two factors that have most significant effect on consumersatisfaction.Finally, based on the results of the comparative study and data analysis ofmarketing strategy, we offer Jingdong and the JUMEI some marketing strategyrecommendations for their cosmetic business.

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