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指导留学生市场营销论文，An investigation of how Mary Kay, Inc. marketing the cosmetics market in China by building their distinctive brand image
Chapter II Literature Review
Chapter 2: Literature review
2.1 Introduction of chapter 2: Literature review
This chapter reviews relevant literature for author’s study. It main reviews the principles of branding, especially brand image and the reason for brand promotion. The major principles of direct selling will be introduced in details as well. In addition, it reviews findings of previous researches on the impact of Chinese culture on direct selling and the status of Chinese women on firms’ marketing strategy in China. Based on this, it reviews Mary Kay’s marketing strategy of enhance a distinctive brand image upon the Chinese cosmetics market. Finally, summarise the meaning and innovations of this chapter.
2.2 Discuss the theoretical perspectives of other writers
依据进的建议,我也觉得这小节应重点写下1。品牌形象，品牌形象在营销中的作用和重要性 2。品牌形象对中国人消费的影响.
2.1.0 understanding of brand and brand strategy 这能不能加这么一个小节用简单的定义简要说一下这两点呢
2.2.1 Brand image
Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (James R. Gregory, 2003:5).
2.2.1.1 What is brand image?
For the concept of brand image, initially it is basically just focused on the various factors that affect the brand image, such as brand attributes, name, packaging, price, reputation and so on. 我个人觉得这http://www.ukassignment.org/ 样就可以，如果再细分的话，后面关于品牌形象的组成就显得有些重复。
Keller (1993: 1-22) defines brand image as the “perceptions about a brand as reflected by the brand associations held in consumer memory”. In details, brand image including the following brand associations:
●Attributes – descriptive features that characterize the product;
●Benefits – personal values that consumers’ link to the product’s attributes;
●Attitudes – the consumers’ overall evaluation of the brand
These associations refer to any aspect that link the brand with the consumer’s memory (Aaker, 1996: 102-120).
Lassar et al. (1995: 11-19) developed that the brand image dimension is referred as the social image, which is understood as the consumers’ perception of the esteem in which the consumers’ social group holds the brand. #p#分页标题#e#
Levy (1950) defined brand image in the psychological view, he considered that the brand image was presented by the gather of brand’s various image and concept, mainly embodied brand knowledge and the key attitude of the customer. Luo Nuozi and the newly Terman (1962) 请在文后做这个的文献出处made perspective from brand strategy, "Brand image is a gather of the meaning of product differentiation or services differentiation in the competition.” They also cited the brand image’s strategic approach: Product cognition, emotion or impression, confidence, attitude and personality, and so on.
The term brand image is associated with a series of personal feelings among consumers of a product. It can be regarded as powerful influential factor for people to choose a product under the more and more competitive business environment. Brand image is based on the proposition that consumers buy not only a product but also the cultural associations aroused by the product (Afshin Sadeghi Demneh, 2006:23-25). 请在文后做这个的文献出处 In this consumer-oriented world, brand image is becoming more and more important to form consuming fashions. 这个不算定义吧，是不是写在后面的为什么要建立品牌影响的段落中更合适呢？
2.2.1.2 Components of brand image (How differences in what author’s say)
For the study about components of brand image, domestic and foreign scholars generally believe that the brand image is composed of multi-dimensional composition, the key of composition is not so much the brand image is composed of the physical attributes and functional elements which are associated with the product, or the brand is composed of the social and psychological elements which have nothing to do with the product, but rather the difference between them. (Rita Clifton and John Simmons 2004:73-75).这段话是什么意思呀，想表达的是什么？
At the present time, the most influential view about components of brand image is mainly reflected in so many scholars’ views. This paper combines the characteristics of these scholars’ views (David A. Aaker and Alexander L. Biel, 2009:10-11; Rita Clifton and John Simmons, 2004:72) with Chinese unique face-saving awareness (Jie Tang and Anthony Ward, 2002:178) and brand personality (Jean-Noel Kapferer, 2001:145), make sure brand image is composed of product performance, service performance, market performance, corporation image and brand personality. 解释：如果说中国是奢侈品消费大国，很大一部分原因是中国人喜欢买品牌，觉得品牌商品可以使自己很有面子。 如果是这样应该加以解释，因为国外人对中国的面子理论没概念，他们不会明白这与品牌形象的构成元素有什么关系。
2.2.1.3 Why need build brand image?我把小标题的名字调整的一下，您的建议呢？ (How differences in what author’s say)
Today, corporations make every effort to maximize intellectual capital, human capital, supply chain capital efficiency, as well as the benefits of the brand image capital. During so many factors, the core is the brand image （Gary John Russell and Wagner A. Kamakura, 1993: 55). For example, Chinese beverage ace Wong Lo Kat, resulting in the Tao-kuang period, from the rapid development of a regional brand into a national brand, at first, it had changed the concept of "Herbal Tea" as a "drink", refining the core of the selling point, which has become the fashion and pop; the second is by means of high-impact media - China Central Television to propagandize, enhancing the influence of image, of course, its red packaging received enough visual impact and attractiveness, combined with the terminal and channel design, Wong Lo Kat gained rapid development.例子能找到出处吗？ Establishing a genuine brand image is a long-term capital for enterprises within lots of benefits (Jean-Noel Kapferer, 2004:230-231). #p#分页标题#e#
Therefore, the brand marketing on the premise that product must have quality assurance, in order to be recognized by consumers. Brand image based on basis of tangible products and intangible services. Tangible refers to the new product packaging, unique design, attractive names, and so rich in symbols, etc. The service is regarded as the customer satisfaction in the sales process, or after-sales service to let him / her be in the real "God" feeling of happiness. So that they always think the choice to buy this product is right. So, brand marketing is also personalized marketing, from consumers, their often take attention to the value of service. (Philip Kotler al., 2006 :40).
From the view of brand marketing, the most direct reason for the successful marketing is reflected by the brand’s recognition which is usually used as a yardstick of evaluating whether a company’s product or service is accepted by the customers (Larson, 2002: 34). Brands can raise its recognition through effective competition. It is a good chance to let more customers know about the brand and furthermore to attract them to buy the product. If a brand is attractive enough, it then is hoped to be accepted by more customers. From the long-term competitive view, the establishment of brand marketing is a necessary means of business marketing strategy (Alan Weiss PH.D, 2000: 54).
2.2.1.4 How to build and propagate brand image? 我改了一下小标题，因为我觉得在营销中，品牌想象既要被建立，也要被宣传，这两者是相辅相成的。
By and large, brand image can be reinforced by brand communications such as advertising and packaging and so forth. Today, whenever people choose a brand, the image conveyed by advertisement and other channels play an important role in forming their first impression upon these products (Allen P. Adamson, 2006:55). Marketing necessarily involves the methods that help to popularize the product. In this way, above all, advertisement is important because it is believed by people to be the most effective and convenient way to make a brand better known to the public. A successful advertisement can help the brand to attract more customers and increase the market share（Lan Weiss PH.D, 2000: 54).请在文后做这个出处的reference list This means that making a good advertisement is always what companies should concern to attract customers and potential customers. We can find that many famous brands in the world will update their advertisements every season, like Coca Cola and Pepsi. They know the importance of a good advertisement. So the advertisements competition in the market now is becoming the focus between companies. Good advertisements contain a stronger offer. They tell the audience the next step in the buying process and encourage the customer to take it now (Allen P. Adamson, 2006:54). So making good advertisements to a company is an effective way to compete with others. And it is the best way to have more consumers.
Secondly, building public image is also good to corporation brand image（Janelle Barlow and Paul Stewart 2004:125). For example, Toyota in Japan in order to eliminate the American prejudice and resentment about Japan brand, Toyota decided to make company's attention to the U.S. public welfare undertakings, take a brand image Re-engineering on the basis image "high-efficient manufacturing, high-quality car". After six years of hard work, Toyota corporate public welfare brand image finally moved Americans, and opened the U.S. market (Jean-Noel Kapferer, 2001: 145). Thus, advertisement is #p#分页标题#e#指导留学生论文important to brand image, while the focus on the brand's public image is the key to improve it.
Third, through the development of corporate culture to build brand image should be signified (Sicco Van Gelder, 2005:256). Especially for independent brands, their growth time is short, and cultural accumulation is not deep, then, culture is an important content for these brands. High-class cars are not only selling the product itself but also a way of life and culture of the pursuit (Jean-Noel Kapferer, 2001:145). However, auto brands just mean transport and it represent of a low social status, buyers can’t purchase access to social prestige, and this will greatly reduce its brand value and sales. 能有出处吗If the products do not pay attention to cultivate the cultural connotation currently, even if the advertisements do well, the effect is limited. So, build brand image is not only deal in products, but also operating a concept, a culture.能有出处吗
In addition to advertisement, public image and corporate culture, direct selling is also an important way to the brand image. Direct selling is distinct from direct marketing because it is about individual sales agents reaching and dealing directly with clients.能结识的细致点吗 Therefore, product trials, as well as face to face marketing approach allows customers to fully understand the brand information, and increase the brand in the customer's influence and ultimately to increase corporate profits. 这段话需要找到出处，因为这是文献回顾部分
另外对于提供特殊的服务也是建立独特品牌形象的方法，能不能着找下文献支持？
2.2.2 Direct selling
这部分是不是应该加写一个小节,找到文献证明直销可以帮助建立品牌形象?
2.2.2.1 Definition of direct selling 我觉得这里有必要区分一下direct selling 和direct marketing的定义
Direct selling, World Federation of Direct Selling Associations (Dave Patter, 2008:29) defined it: Direct selling is outside of fixed retail outlets (for example: personal residence, work place or other places), the independent sales through talks and demonstrations ways to introduce products and services directly to consumers, being face-to-face.
On November 2005, China issued a "direct selling regulations”, gave a definition of direct selling that ‘direct selling is a distribution method, direct selling corporations recruit salespeople to sell products to the ultimate customers outside business places directly’ (Dave Patter, 2008:30). Although these definitions are relatively clear and simple, but in actual economic behavior, direct selling is far more complex.
Direct selling model能用图的形式做出这个模型吗?因为老师喜欢文章中能出现图表 is divided into two broad categories. Category I is narrow direct selling (Direct Selling), products manufacturer, manufacturers, importers through direct marketers (and consumers) in the face-to-face way sell products to consumers, including single-layer and multi-layer direct selling. Category II is Direct Marketing, product manufacturers, manufacturers and importers through the media (mail DM, TV shopping channels, the Internet) pass products or advice to consumers (Zhen Xingji, 2005: 56).#p#分页标题#e#
Direct selling means the way of face-to-face presentation and demonstration of a product (Albaum and Gerald, 1992: 45-107). It is usually conducted by direct sales representatives. Employed by firms such as Avon, Mary Kay, and Amway, direct selling differs from network marketing in that it offers little or no incentives for recruiting ever increasing number of sales representatives (Caballero and Marjorie, 1986: 77).
2.2.2.2 Advantages and disadvantages of direct selling 这部分能写得具体些吗
Direct selling has both it advantages and disadvantages. They can be described as the following. Main advantages of direct selling include the potential to earn an unlimited amount of money and the possibility of using as many channels as possible to promote the product (Ronald A. Bernstein, 2006:180). So, it is safe to say that direct selling is the most convenient way to enlarge the influence of a brand. However, direct selling also has its disadvantages (Elmer Wheeler and Edward Wolcott Proctor, 2007:45-50). These include the time-consuming of promoting brands and the unpredictable source of income so and so forth.
2.2.2.3 Why companies select direct selling? (How differences in what author’s say)
Direct selling is called a bright pear in the marketing field (Hung Wei & Gong Long, 2007: 12). Why so many successful corporations choose it?
(1) Product flow speedily and timely recovery of funds: the essence of direct selling is products manufacturer sell products directly to the final consumer without any distributors, each salespeople is only a very small individual who without ability to bargain with the direct selling corporations, and must pay purchase funds when delivery products (John McAndrew, 2004:108). The manufacturer could withdraw funds from circulation in time and invest these money to others, which has brought a great advantage to the company's financial marketing (Bert Rosenbloom, 1992:9-10).
(2)Save sale cost, lower product prices: direct selling model reduces the circulations, and products without going through intermediate layers of wholesalers and retailers increases, products are able to sell with competitive price and enhance the enterprises competitiveness. Secondly, direct selling uses mouth-publicity instead of a large number of ads, in a sense this way is better than the traditional advertising effectiveness, so that direct selling can save a lot of publicity costs of companies. (Bert Rosenbloom, 1992:10-12).
(3) Quickly get feedback from the market, make adjustments in time: Compared with the traditional sale model, salespeople still keep in close touch with consumers after consumers buy products, in addition to providing good after-sales service to consumers, it can also get consumer feedback on the product or service. Salespeople send these valuable feedbacks immediately to corporations in order that business can make a timely manner and adjustor in accordance with market needs to develop a new marketing policy, which help businesses to seize the opportunity and initiative in the market edge (John McAndrew, 2004:104-106). #p#分页标题#e#
By and large, direct selling is a flexible means of marketing. In the meanwhile, it is a methodology that can arouse the brand image immediately.这两句话能不能尽量找到出处？
2.2.2.4 The modes of direct selling 这部分一定不要和direct marketing写混了
1. Phone- Direct
Phone Direct selling use telephone to provide customers with products pre-consultation, know customers’ needs, and help clients develop purchasing programs. So by phone, customers can communicate with company directly, allow company timely get customer feedback, shorten the distance between the two. Telemarketing can bring companies a unique advantage, make turnover grow rapidly (Alliance, 2006: 53-54).
2. Network-Direct
Network-Direct selling provides customers with products pre-consultation to gauge customer needs through the network, while helping clients develop purchasing programs, which make companies be able to expand their direct sales model better, help companies reach more customers, in order to reach lower prices provide more and better services(Richard Berry, 1997: 89-104). 3. Staff-Direct
Single-level selling is salespeople (and consumers) talks with the customers directly, introduce and sale company's products, provide different information according to the characteristics of clients, sell company’s product or service to consumers, finally receive bonuses based on their sale(Ronald A. Bernstein, 200: 190-191).
4. Mail-order Direct
Mail-order direct, the direct selling corporations directly mail their products catalog to the customers, the customers choose a certain product according to their own need and remit to the company, then company mail products to the customers (Schwartz & Martin, 2007: 76-85).
能不能加一个小标题写一下决定直销成功与否的关键因素，或者说成功营销的方法？
2.3 Summary findings of previous research
2.3.1 How does Chinese culture effect direct selling in China? 写这部分主要是为了铺垫为什么玫琳凯在中国做直销需要利用关系文化，而关系文化可以帮助直销的成功运作。
The success of Mary Kay’s marketing strategy in China best illustrated the combination of marketing methodology with the practical cultural conditions of the targeted marketplace (Raymond et al. 1994:34-67). China is a society which pays much attention to relationship between people; the so-called ‘relationship’ in China usually refers to some ways which connect two people together to establish an interdependent link. Chinese people get what they need in their daily lives through the relationship between them, relationships allow them obtain others’ help as well as provision of certain items or services. In China, no one can entirely be independent of this relationship (Roche and Imelda, 1995:231-237). Because of its emotional factors, its durability and functionality, relationship is very important for Chinese people. Any help or acts of generosity, whether it is giving, or harvest, it would bring you to the network system of relationship. No one would want to be separated from the system, because people's daily lives are carried out smoothly through this interaction between each other (Jonathan Reuvid and Yong Li, 2005:426). #p#分页标题#e#
There is not any other country that is similar to China that is particularly known for the complicatedness of social relations. This interpersonal relationship in China is so important that it is actually influencing people’s daily activity in a lot of ways, including the methods for people to do businesses. For a business to survive the Chinese market, it has to make full utilization of this social network (Bruce Turkel, 2006: 422). Therefore, experts of direct selling believe that, China (where people’s relationships of various kinds are valued) is a fertile ground for direct selling. China as a kindly nation which pays attention to the cultural identity of relationship, the characteristics of Chinese face theory and emphasis on relationship make China as the natural soils for direct selling.
This shows that the Chinese people take themselves as the center and their reality is a small group, he did not believe people outside of the circle, intead believing that small circle. China is a relationship society; people do not like doing business in front of strangers, which will make them fear. The direct selling approach fits well with Chinese traditional culture, people become friends first, and then start trading. People can try before the transaction, buying after satisfaction. Also they can once again become a member of this family, in their inner circle do direct selling of products. This relationship marketing for the majority of Chinese people to accept.这段话要有出处
However, in terms of the impact of Chinese culture on direct selling, some scholars have put forth different views. Studies (Hung Wei and Gong Long, 2007: p.12) have shown that although Chinese people have the tradition of emphasis on relationship, but the tradition of emphasis on relationship and ignoring profits in Chinese culture make many people do not want to link themselves with money, even there are good products, they are not willing to introduce it to their acquaintance to have access to benefits, so the impact of Chinese culture on direct selling is not positive.这里是不是应该把角度写成在中国做直销需要考虑到不能单纯的只是想赢利想卖东西，因为中国消费者通过直销与卖方建立起关系时，他们不喜欢关系只涵盖金钱因素，所以在中国直销应该提供更多的内容，比如好的服务等等。
in the European and American countries, 80% of practitioners are in order to obtain a consumer convenience, only about 20% of the people consider the direct selling to as a business opportunity出处, but in China is just the opposite, China has large population, a customer chain of a sales staff often involves great of people, and the total consumption is high, so which result to a lot of people consider direct selling as a business opportunity or even the opportunity to make a fortune. So if there have been illegal phenomenon in the process of direct selling, this negative effect of that influence is very great（Shen Xiutao and Yin Hailong, 2005:108）. 这段写的是在中国直销客户人口多，是优势，是不是应该提到前面呢？#p#分页标题#e#
To sum up, the Chinese culture of relationship has laid the foundation for the development of direct selling, but how to open the knot in hearts of Chinese to enable them to make use of their relationship to carry out direct selling; it is still a problem that is worth studying.
2.3.2 Why the role of Chinese women is important for cosmetics marketing in China? 写这部分主要是为了铺垫为什么玫琳凯重视关于女性的公益事业对在中国树立良好企业形象很重要，因为刚好吻合了现在中国妇女对于提升地位，提升就业机会的要求。
Chinese traditional culture and people’s ideology have been heavily influenced by Confucianism. (Yin Xiaoli, 2007: 212) This actually determines in the minds that the male is the key aspect of the relationship between male and female, women can only be a secondary role in the conflict. Thus, males in the Chinese culture have always been the position of the dominant party (Shao Shiwei et al., 1997: 25-27). Until now, in China, male-centered consciousness is still very serious; Chinese women is still in a relatively weak position,(Yao Xiangguo, 2005: 434)
At the same time, in China, most families cannot just rely on men alone to bear the economic responsibilities; women also need to bear some financial responsibilities.出处 Chinese women have their own needs to get social recognition through establishing their own businesses (William Dudley and Karin Swisher, 2008:130-132). However, there is a lack of work experience and job skills for most Chinese women which make them only undertake works with lower payment (Yao, Q., 2007:114-117). The longings of the women that they want improve life value, get more business opportunity, and have the equal respect of the society.
Therefore, if companies providing Chinese women with opportunities of establishing their own business to help them to gain wealth, which would also help companies to fulfill their social responsibilities and win good reputation in women’s heart (Shen Xiutao and Yin Hailong, 2005:49-55).
For example, Mary Kay Ash started her company to give these women the opportunity to earn a living and have flexibility in their career and be with their family and be with their faith and all that. So the company would never ever cut out the middleman so to speak or the independent sales member. The general manager of Mary Kay Philippines and Malaysia, Mike Strong said:” our opportunity for women is a rewards system. Basically, what you put into the business is what you can get back out of it".出处
2.3.3 The marketing strategy adopt by Mary Kay 这个标题下的内容感觉很乱，能不能整理一下，再突出一下直销，美容顾问，对女性问题的社会责任感，宣传企业文化是玫琳凯在中国建立和宣传其独特的良指导留学生论文好的品牌形象的方法？而且把建立和宣传品牌形象与营销战略联系在一起#p#分页标题#e#
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Firstly, special corporate culture strategy. Mary Kay direct selling focuses on emotional ties, focusing on teaching beauty, make-up knowledge, not only in selling products, but also sells its products in the inner spirit - the spirit of Mary Kay's services(Joseph J. Fucini and Suzy Fucini, 2009:29). Mary Kay's core product is the cosmetic; its additional services are teaching beauty knowledge, through its additional services to add value for new products. So we can say that Mary Kay products sold is a "combo" product, namely "services & products ".这段写的是服务，是不是应该归到美容顾问的服务更合适？
Compared with product and service, the spirit of service inheriting in corporate culture cannot be imitated, this is the real magic of Mary Kay.
Secondly, product strategy. Apr. 2003, Mary Kay of China develops and deploys Motorola as its mobile sales and personnel management systems. Through this system, Mary Kay’s beauty consultants and customers can quickly and easily via cell phone, text messaging service to receive product and sales information. The beauty consultant will be based on individual and company related information check the individual and the whole group of sales data, users can easily receive messages on product promotions and customer service information. This program not only can greatly improve the efficiency of Mary Kay's office and information transmission efficiency, while also greatly reduce office costs, enabling enterprises to provide consumers with more perfect service(Eric Tyson, 2008:145).这段写的也是美容顾问呀，似乎和产品关系不大
Third, market strategy. Jul. 2003, in a media conference held in Beijing, Mary Kay announced that it will build a new cosmetic manufacturing, technical support and logistics distribution centers in China. It will be the second plant of Mary Kay Inc. China has become new production and technical support center of Mary Kay to develop Asia-Pacific market companies (Laurie Rozakis, 1993:12).
Research & Develop is the driving force business and sales is the soul, but the logistics is the company's most powerful reserve force. Mary Kay as long as can master the coordination of all aspects, it will have a greatly development.这是市场战略吗？
Fouth, staffing strategy. Mary Kay thinks that the praise is the most effective way to inspire women to strive to excel and succeed. She will believe in "How do you want someone to be you, how you have to be someone else", the Golden Rule as her guiding philosophy and market philosophy of company, inspiring other women to join their cause.这更像是他的企业文化
Mary Kay, Inc attaches great importance to human-oriented management, beauty consultant for each to obtain a little progress, she would be fully recognized and get continue develop guidance and training to enable her to improve their goals, and pragmatic to the action, enjoy showing their own self-confidence style.这段跟营销有关吗？是公司管理问题吧#p#分页标题#e#
2.3.4.1 Mary Kay’s direct selling
Mary Kay has a complete set of operational methods and management mechanisms. Mary Kay’s "face-to-face sales" has all of the direct selling commonness, and has its own characteristics, such characteristics through the Mary Kay unique culture and philosophy (Rebecca Stefoff, 1991:20). Mary Kay insists on walking on two legs at the same time, sale and recommendation. Now, We take a standard Mary Kay skin care class for example to study its face-to-face direct selling model, to understand what kind of training Mary Kay take to teach employees effectively excavate customer needs, to achieve sales and extension of appointment. 从化线这里开始是不是和美容顾问联系得更紧？怎么才能把它写成直销的方法呢？或者就把他移到美容顾问的标题下？ Mary Kay beauty class generally are composed of 1 to 6 people, in order to ensure beauty consultant have sufficient time communicate with the participants (Gillian Hennessy-Ortega, 2005:125-135).
Mary Kay beauty class include pre-class, lesson and after school three parts(Joseph J. Fucini and Suzy Fucini, 2009:29).
(1)Pre-class --- complete skin analysis cards. Introduce the company and career development opportunities. (2)Lesson --- personality service. End of the presentations and stories then begin the most abundant part, beauty consultants will be based on pre-class knowledge of the customer to answer questions about skin care in an interactive manner, supply or correct the customer currently some beauty common sense, and then enter the climax --- product trials. In this process, Mary Kay tried to cultivate a culture, a fashion and give customers a decent of their own personal beauty consultant. Mary Kay's sales are a natural extension of service, customers enjoy the services and products are value for money.
(3)After-school --- individual consultation. To complete a skin care class, beauty consultants will come up with the product customer used on the desktop, then quote price. At the same time, beauty consultants will do face-to-face individual customer consultation.
This face-to-face mini-lesson is original creation of Mary Kay, is a manifestation of Mary Kay corporate culture.又提到企业文化，那是不是把这段移到企业文化标题下？ In most people's instinctive resistance to the direct case, Mary Kay this "pay first, take later" philosophy has achieved a great success.
2.3.4.2 Mary Kay’s special services: beauty consultants
Mary Kay Ash started her cosmetics company in a storefront in Dallas with nine Independent Beauty Consultants and $5,000. Today, Mary Kay products are sold in more than 35 markets worldwide by 1.8 million Mary Kay Independent Beauty Consultants. When you walk into Mary Kay's Dallas headquarters lobby in the United States, the first thing to your eye is not painting, sculpture or product, but a larger-than-life chief beauty consultant’s photo. 出处
This original play makes people appreciate Mary Kay truly “We are a people-oriented company". Mary Kay Since its inception, always stand in the customer's perspective to discover needs and solve puzzles, in order to enhance customer confidence and satisfaction, Mary Kay is committed to providing consumers with high-quality products, at the same time, take become beauty consultants as glory. Mary Kay’s special services - Beauty Consultant, which become the matter of million consumers know, accept and love Mary Kay (Ash, M, K, 1995:46-67).#p#分页标题#e#
In addition, from Mary Kay's inception, it encourages people to become a beauty consultant for themselves and others. Beauty Consultants are a previous channel for each customer understanding of Mary Kay. When customers love Mary Kay, she had the opportunity to become a Mary Kay beauty consultant, from the beginning into the Mary Kay she would have accepted a series of free training, when monthly sales reach a certain number of products and she develop a certain amount of new beauty consultants, a new beauty consultant can become a distributor fastest in 9 months.出处，并且要和营销联系起来
It promises to the broad masses of women "more beautiful than the cosmetic changes, an even more exciting creation than the successful, a upgrading richer than self-confident "(Mary Kay Cosmetics, 1983:55), in order to help them dedicated to image improvement and personal development.
2.3.4.3 Mary Kay’s unique company orientation 注意不要直接把内容粘过来，容易被发现时抄袭 这个标题下是想写企业文化吗？不要知识介绍企业文化，应该找文献写他们是怎么宣传企业文化的，要把企业文化和品牌形象，营销战略联系起来
1. Mary Kay's corporate tenet
Mary Kay's corporate tenet is to provide women with an unlimited opportunity for career development for women around the world to create a better future. 出处
Mary Kay Cosmetics since its inception in 1963, for women around the world offers the best career opportunities, flexible working hours and high-income opportunities. Mary Kay Inc. is the ideal career choices for women in the 21st century出处. It is committed to meet the needs of modern women, continued to provide more support for education and training materials, as well as praise. Independent beauty consultant is her own boss, she can set their own schedule, and she is not alone with the assistance of Mary Kay Inc., to create their own successful business出处. Mary Kay career In addition to providing financial income from self-evaluation for the upgrading of the establishment of self-confidence and personal growth, also have the added value of this business. 出处
2. Mary Kay's corporate mission
Mary Kay's mission is to enrich women's lives.
Company is proud of enriching women's lives. To provide customers with high-quality products, providing independent distributors of financial revenue opportunities and achieve career planning staff to achieve the mission; to move women's hearts and spirit, so that the women involved in Mary Kay can reach for personal growth and self-realization; to intrinsic Mary Kay's created spirit, being dedicated care and positive values to achieve corpration mission (Rebecca Stefoff, 1991:109).
3． Mary Kay’s enterprise spirit
Enterprise spirit is a consensus of employees in the long practical run (Mary Kay Ash, 1985:87-88). The faith of "Oxfam spirit" and "help women", are not only a starting point for the creation of Mary Kay Inc., is also the reason why the great company to stand for 40 years, creating many successful women. Mary Kay company was founded the main purpose is to want to provide women a personal and family needs with the flexibility of working hours, to make their own plan promoted the cause of the speed of development, to help women have a balanced and successful life(Mary Kay Ash, 1985:90).#p#分页标题#e#
2.3.4.4 Mary Kay’s social responsibility 感觉与上面的内容有重复
Mary Kay is committed to providing consumers with high-quality products， at the same time, it is always achieving the company's mission with positive values and mutual love spirit : "Enrich women's lives". It tries to provide women the uncommon opportunities, which make for career development opportunities and personal ambition, etc (Mary Kay Ash, 1986: 170). The profits of enterprises rely on business-oriented marketing system and to obtain the best value, while the development of enterprises need to start from the corporate image building, corporate image will make business closer to their target audience, hold even tighter出处. In accelerating the transformation of the target audience about product services and enterprises themselves from awareness to use, love, loyalty, so that enterprises in the business image and market returns in the win-win, corporate image of integration is necessary. 出处
Now, Mary Kay company has extended its responsibility to other field, every year did not forget public businesses (Lee G. Bolman and Rerrence E. Deal, 2003: 304-309). These moves greatly improve the public image of the enterprise and improve the marketing competitiveness of the company.
2.5 Summary of chapter 2: Literature review
In conclusion, a recognized and trust brand image plays an increasingly important role in the modern business. It helps companies become more dependable. Therefore, it is necessary for companies to work hard to raise the power of their brand images. Direct selling is a new sale method which becomes more and more acceptable for Chinese cosmetics market. It has both advantages and disadvantages. If companies can use it well, it will help companies to build a special brand image and catch more consumers. Both the Chinese culture and the role of Chinese women have influences on direct selling and the Chinese cosmetics market. Companies should pay more attention on these two elements when doing business in China. However, there are limited secondary resources and a lack of evidence of empirical researches to provide the overall assessment and analysis on Mary Kay's direct selling and their brand image. This study will use empirical research methods to critically an investigation of how Mary Kay builds a distinctive brand image in the Chinese cosmetics market during the following chapters.
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