The Study Of Structural Model Based On Cosmetic Brand Memory Factors Research

With the perfection of market economy and the entering of WTO, consumable market has becoming richness gradually, especially for Fast Moving Consumer Goods Market, it has many characteristics, such as abundant brands, abundant categories, furious competition, and large consumption. Which make us must to know much about influencing factors of consumer purchasing behavior, and there are more and more corporations process market research while heighten product quality, and consumer purchasing behavior research has become focus of marketing research. There is a great deal of research direction in marketing research; brand memory is the first step of purchasing process, so it will be significant to research the brand memory of consumers. This article is bases on brand memory of consumers, analyze the factors of brand memory, and sum up influencing, representative factors of brand memory, in virtue of Structural Equation Model, and combine with the result of cosmetic market research found research model, use market research data testify supposes, and affirm the model finally.This article is aim at feminine top-grade cosmetic, in order to study the factors of brand memory of consumers, and classy them into different category, get brand memory research model for cosmetic brands through demonstration, show the structure of the brand memory with graph, you can observe the relation index between brand memory and every factors or relation index between consumers purchasing result and every factors directly, the model can give a comprehensive, palpable estimation for brand memory, while this method can use in the brand memory research of other Fast Moving Consumer Goods brand, it is the renew of the brand memory research, which will make suggestions for the marketing strategy.At first this article expatiate the background of brand memory research, give representative brand memory factors, and classify them into four categories, there are "product functional attribute"," product non-functional attribute"," product explicit factors"," corporation propagandistic reputation", and then design the brand memory model combine with the characteristic of the cosmetic market, verify the supposes of the model with AMOS software, affirm the model finally.After the study of the brand memory model, we found that "product functional attribute"," product non-functional attribute", "product explicit factors"," corporation propagandistic reputation" have distinct influence on brand memory of cosmetic brands and consumers' behaviors, the influence strength of each factors is different, so there is different consumers' behaviors, we can use this model to measure the brand memory of the consumers, and then make the marketing strategy.Consumers' brand memory structural model combines with the purchasing process study of the consumers, consumers' psychology and characteristic of product, it is the renew of the brand memory research, make data analysis base on graphics of model, scientific and feasible research method, intelligible concept, which is the embedded research of the brand memory, use the AMOS software build the model can guarantee the rationality of the model, get effective research process, but the concept of brand memory is extensive, the literature for consult is limited, and the research is restrict by time and experience, the application of the model and whether the method of this research can apply in other Fast Moving Consumer Goods brand are need more research in the future, which is the scarcity and difficulty of this research.