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

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.