Key success factors of marketing online channel: case study in oriental princess "reflection" : if looks can kill.

Abstract

Markets are so constantly changed, so company has to adapt their strategic model to survive in this high competitive market. In order to sustain in long term business environment, it is necessary for the brand to build long term relationship with the customers. And the key to build this bond is truly understanding customer needs and behavior which benefit the brand to create powerful touch point communication and finally become the top of mind brand. In addition, due to customer’s behavior has been changed, they are influenced by media, social and Internet. Not only using traditional media as a main single platform, but company should also consider other new media that reach the modern women nowadays and provide effectiveness in return. Finally, this thematic paper will mainly discuss on “Attractiveness, Brand Reputation, and Persuasive Capabilities” as the three key success factors influencing intention to buy according to the Oriental Princess: “If Looks Can Kill” online campaign.