Exploring to Summer’s Product Innovation and Market Positioning Strategy Based on 4P Theory

Rong Bao

2025

Abstract

With the rise of national trend consumption, local high-end fragrance brand To Summer is rapidly rising based on ‘oriental aesthetics’, but its marketing strategy is facing challenges such as cultural convergence and single channel coverage. Based on the classic 4P theory of marketing, this study integrates the authoritative journal literature in the past five years to systematically analyse the current situation and core defects of To Summer’s product, price, channel and promotion strategies. The study finds that the current brand development is facing four core problems: firstly, there is an over-reliance on single cultural symbols and technical shortcomings on the product side; secondly, the high-end pricing strategy creates consumer barriers and makes it difficult to break through the boundaries of the existing clientele; thirdly, the sales channel is overly focused on the operation of online private traffic, and the penetration rate of the offline market is not enough; lastly, promotional methods show homogeneous characteristics, and cross-border co-operation projects have not yet formed a cultural circle with market penetration. Cultural circle breakthrough with market penetration. These problems jointly restrict the brand’s market competitiveness and sustainable development ability. To address these issues, this paper proposes strategies such as tiered pricing, dynamic cultural narratives and omni-channel content, and stresses the importance of balancing brand tone and market expansion needs through technology-enabled products and ethical premiums. The findings of the study not only provide new ideas for the strategic design of local cultural brands, but also shed light on the innovation of traditional frameworks in luxury marketing.

Paper Citation

in Harvard Style

Bao R. (2025). Exploring to Summer’s Product Innovation and Market Positioning Strategy Based on 4P Theory. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 373-378. DOI: 10.5220/0013845300004719

in Bibtex Style

@conference{iceml25,
author={Rong Bao},
title={Exploring to Summer’s Product Innovation and Market Positioning Strategy Based on 4P Theory},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={373-378},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013845300004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Exploring to Summer’s Product Innovation and Market Positioning Strategy Based on 4P Theory
SN - 978-989-758-775-7
AU - Bao R.
PY - 2025
SP - 373
EP - 378
DO - 10.5220/0013845300004719
PB - SciTePress