As the first modern natural Chinese herbal medicine series nursing brand in China, herborist adheres to the trinity marketing network of "exclusive store+counter +SPA" and has established its own unique sales channel. Based on the domestic market, the national brand of China, represented by herborist, has developed a well-known personal care brand in China into an internationally renowned brand, making herborist a link to spread China culture. However, due to the short history of brand growth in herborist, its share in the high-end cosmetics market is not high, and its competitiveness is weak compared with some high-end cosmetics, and its customer base is concentrated in a lower age group, so its purchasing power is relatively weak. How to design herborist's marketing strategy, so that it has a strong competitive advantage in the process of rapid growth, and achieve industry leadership, is the main problem and strategic task that herborist is currently facing.

Based on the theory of marketing strategy, this paper analyzes the internal and external strategic environment faced by herborist, and according to the company's strategic planning, puts forward herborist's marketing strategy suggestions, including overall thinking design, brand marketing strategy and service marketing strategy, and draws the following main conclusions: the company should further increase marketing investment and attach importance to the design and implementation of marketing strategy; Herborist's brand marketing strategic goal is to become an international brand representing the Chinese nation; Service marketing strategy is the key for herborist to gain market competitive advantage.

This study is helpful to explore the operational tools to achieve the company's goals from the strategic level, which has great reference value for the rapid development of the company and the rapid growth of the brand, and has certain theoretical significance for enriching the marketing strategy theory and clarifying the marketing strategy focus of the industry.