声明
1. Introduction
1.1.Background of the topic
1.2.Significance of the topic
1.3.Objectives of the thesis
1.4.Research methodology
2. Literature review and Theoretical frameworks
2.1.Literature review
2.2. Theoretical frameworks
2.2.1.4P and 7P marketing mix
2.2.2.SWOT analysis
2.2.3. STP Model
3.Current situation of cosmetic and culinary goods market in China
3.1.Regulations in terms of cosmetic and culinary goods
3.2.The major competitors in China’s cosmetic and culinary goods market
3.3.Chinese consumers’ habits and expectations on skincare products
3.4.Argan oil products testing on Chinese consumers
4.SWOT analysisfor Argan Oil products in Chinese market
4.1. Strengths
4.2. Weaknesses
4.3. Opportunities
4.4. Threats
4.5. Summary of the SWOT Analysis
5.Success and failure cases for new market exploitation
5.1. Success case of “Starbucks” in China
5.2.Failure of “Target supermarkets“ in Canada
5.3. Learning from the above cases
6. Market exploitation strategies for Argan Oil products in China
6.1. Questionnaire survey about Chinese customers willingness to buy Argan Oil products
6.1.1. Results of the SPSS Data collection
6.1.2.Analysis of variables that have a strong coefficient of correlation
6.1.3.K-means cluster analysis of the population
6.2.STP Model for Argan Oil products in China
6.2.1. Segmentation
6.2.2. Targetting
6.2.3. Positioning
6.3. The 4P strategy for Argan Oil products in China
7.3.2. Price
6.3.3. Place
6.3.4. Promotion
7.Conclusions and Expectations
参考文献
Appendix
Appendix 1:Questionnaire survey
Appendix 2: Data collected from the answers of the questionnaire survey
宁波大学;
