An Empirical Study On Consumers' Skincare Brand Identity

With the diversification and individuation of consumers'demand, the consumers'requirement of adjunctive value is increasing. Multinational Corporation rapidly expands to Chinese skincare market, the disparities in product technology and standard between various corporations reduce, it makes it more and more difficult to segment market. Building the uniqueness of brand becomes the strategic core of skincare producers. The academics advance creating the uniqueness of brand from the perspective of brand identity, however it does not reach agreement about the inscapes of brand identification. So, the empirical study on the inscapes of consumers'brand identity about skincare products can not only offers reference but also advances the theoretical study of brand identity.Based on the theories of brand identity and customer perceived value, combining microcosmic customers analyze, the paper advances the characteristic elements of customers'psychology and population; Combining the analysis of the brand competition in Chinese skincare market, the paper advances the inscapes of brand identity of skincare products and establishes the model of brand identity of skincare products. The relative hypotheses include perceived value weight taxis of product identity, image identity and experience identity of skincare brand. In the empirical study, the paper gets the data about customers'brand identity of skincare products through questionnaire research, carries out the analysis of questionnaire quality and data using SPSS to validate the hypotheses. Where analyzes the questionnaire quality using reliability analysis, factor analysis and correlation analysis, and finds identifying factors of brand identity of skincare brand, analyzes data and validates hypotheses using cluster analysis, class mean comparison, nonparametric test and one-way anova method.From the study, it is proved that there are obvious differences among product identity, image identity and experience identity of skincare for female customers. The psychological factors and two population factors: income and educational status have remarkable influence on customers'brand identity of skincare products.The study boosts brand identity theory and provides feasible path for the further study. Moreover, the study puts forward some valuable proposals for skincare producers to cognize consumers'brand identity .