A Brief Analysis of PROYA's Marketing Strategy Based on 4P Theory

Abstract

With the rapid development of domestic beauty products, digital marketing has become the core competitiveness for brands to break through. However, domestic beauty brands still face many challenges in breaking into the high-end market and building a systematic marketing system. Against this background, exploring the systematic marketing strategies of domestic beauty brands has significant practical significance for promoting the upgrading of domestic brands and enhancing the overall competitiveness of the industry. This paper takes PROYA as the research object and uses the literature research method and case analysis method to systematically analyze its marketing strategies from the four dimensions of product, price, channel, and promotion based on the 4P theory. The research finds that PROYA has achieved brand growth through precise product layout, popular pricing, full-channel layout, and diversified content promotion, but there is still room for improvement in channel operation and promotion systems. This study not only sorts out the marketing practice logic of PROYA but also provides practical ideas for the marketing upgrade of domestic beauty brands and provides a reference for the high-quality development of the industry.