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Research on the Influence of the Multi-channel Marketing Model on the Traditional Model of FMCG Companies

In: Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

Author

Listed:
  • Yijing Wu

    (Shanghai University of Finance and Economics, School of Public Economics and Management)

Abstract

With the development of the economy and technology, the living standard and average consumption of people are constantly improving, and high quality of life has become the goal of people. Under such circumstances, cosmetics companies are also transforming their target how to absorb people’s brand loyalty. This study is based on the fact that all the FMCG companies are developing multi-channel marketing patterns due to the shifting of people’s consumption habits take the Estee Lauder brand for example to show what channels the companies focus on. The study also provides some possible strategy transformations of the FMCG companies to broaden the vision of the industry and make future predictions.

Suggested Citation

  • Yijing Wu, 2023. "Research on the Influence of the Multi-channel Marketing Model on the Traditional Model of FMCG Companies," Advances in Economics, Business and Management Research, in: Hrushikesh Mallick & Gaikar Vilas B. & Ong Tze San (ed.), Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), pages 965-972, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-098-5_110
    DOI: 10.2991/978-94-6463-098-5_110
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