Author(s)

Mengli Zhu, Yanting Yao, Chenxin Lou, Li Shen, Hongyan Li^*

Affiliation(s)

School of International Business, Zhejiang Yuexiu University, Shaoxing, 312000, Zhejiang Province, China.

Corresponding Author

Hongyan Li

ABSTRACT

This paper firstly introduces an overview of the development of the Shiseido Group in China, then analyses the external environment of Shiseido in China through the PEST model and uses the SWOT analysis to study the competitiveness of Shiseido's skin care products in the Chinese market. After that, followed by an in-depth understanding of the current problems of Shiseido China, and a detailed analysis and discussion of these problems, and propose feasible solutions to improve the market share of its products, give full play to its own advantages, and seek greater development in the Chinese market. Finally, Some suggestions are given for Chinese skin care enterprises to enter foreign markets through the strategy of Shiseido skin care in China.

KEYWORDS

Skin Care Product; Competitivenes; Shiseido; China

CITE THIS PAPER

Mengli Zhu, Yanting Yao, Chenxin Lou, Li Shen, Hongyan Li. Research on the competitiveness of shiseido skin care products in Chinese market. World Journal of Information and Knowledge Management. 2023, 1(1): 28-40. DOI: 10.61784/wjikm231111.

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