Research On Customer Value And Marketing Strategy In Cosmetic Industry

The development of the economic blossom the cosmetic market in China, especially in these twenty years. Most of the cosmetic research focus on the brand build and channel. There is few research focus on the customers. If the cosmetics corporations want to win, they must think of the customer needs and wants, make they satisfied.Customer value creates the basis for enterprises'making difference and seeking for competitive advantages. The inherent reason lies in that as the customers' value orientation, customer value is the new source of competitive advantages. As the marketing concept"customer-focused"built, more and more company realizes that customer value is important for the competition.This article begins from summarizing other people's concepts about the definition of customer value, then advancing the definition: customer value is the total estimate for the product or service which is based on perceived benefits and sacrifices by the customers, or we can say customer value is the balance between perceived benefits and perceived sacrifices. The thesis gives the detail review of the current research of customer value and sums up the current valuable research. It introduces some detail theories of customer value and value chain, describes the essence of customer value and makes conclusion of its characteristics. Based on the theories, this article separate the customer value into seven parts, including function value, service value, efficient value, price value, experience value, identity value and knowledge value. Then introduce the development of the cosmetic industry, sales trend and the purchasing behavior of women. Meanwhile, give some analyze about how to discover and build the customer value. At the end of the article, analyze the Loreal and its brand and products.