In today’s society, science and technology and medical developed, the aging problem is becoming serious. People began to how to freeing time for own skin. More and more people are interested in cosmetics. Now, the cosmetic are not only the beauty th...
In today’s society, science and technology and medical developed, the aging problem is becoming serious. People began to how to freeing time for own skin. More and more people are interested in cosmetics. Now, the cosmetic are not only the beauty things, it’s also to show personal orientation, personality, lifestyle and other aspects essential to meet the psychological-desire props.
After the reform and opening up policy in 1978 China this big market is aimed at advanced countries. A variety of foreign brands started to enter China. Chinese women consumers’ access to the international brand of cosmetics is not difficult anymore. Soon, cosmetics brand in Japan and other Asian countries by domestic consumers and support. Also, Chinese consumers have no resentment of foreign brands and distrust, dislike own domestic brands. Now, Chinese domestic cosmetics market leading basic by foreign cosmetics brands occupied and rapid expansion.
In this context, the background of this thesis is Chinese market. Attempts to Chinese domestic already form domestic and foreign cosmetics brand competition and marketing communication marketing strategy in China and abroad all the cosmetics brand. Therefore, this tries to understand the current relations between cosmetics brands and Chinese women consumers and from this to find Chinese cosmetic brands weakness and find the reason why Chinese women consumers don’t like domestic cosmetics brands. In this context, this study focused on women consumers through two questionnaires to study.
In the first questionnaire to perception investigation of female consumers of domestic and foreign cosmetics brands choose in China cosmetics market occupies a relatively high rate of China, South Korea, Japan, American, France this 5 countries cosmetics brand to research the cosmetics brand’s country of origin. Through this survey, Chinese women consumers whether the use of experience and purchasing experience South Korean brand is far higher than the Chinese and Japanese brand. And for American and French brand confusion. Selected by this step questionnaire to choose Chinese, South Korea, Japan study on each of the 3 highest recognition cosmetics brand to the following.
The second step is from Chinese consumers’ position and perspective. It presents a comparative analysis of Chinese consumers’ appraisals on the nine cosmetics brands’ brand equities. Namely, it’s through the analysis of 6 aspects, Awareness, Image, Perceived Quality, Preference, Loyalty and Communication channel. The results showed, as a whole, South Korean cosmetics brands are far higher than the two other countries and Japan is in the second place. All aspects Chinese domestic brand is the lowest evaluated.
This study tries to get the picture of the gaps between the nine brands’ brand identity and their brand images in Chinese women consumers’ mind, and at the same time, helps to put forward new communication strategies. Through this, show Chinese women consumers on the domestic cosmetics low trust and low preference. Domestic brands if can’t find a way to resolve this situation then will be weed out of this arena very soon. In addition, through the survey and analysis more than Chinese brand, foreign cosmetics brand also just focus on the traditional advertising marketing and ignoring the other like store services, packaging, communication activities props. Compared with the traditional marketing way, the experience of the nature PR strategic plan is more important.
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