Female Skin Care Products, Customer Perceived Value

At present, our country has become third largest cosmetics sales market, only next to America and Japan, but consumption level of per capita cosmetics has large gap compared to the world average. According to the national bureau of statistics data released the sales of skin care is the biggest of all kinds of markets in 2010, so we think the market potential of skin care is tremendous and have broad prospects. cosmetics has been compared to the siege of huge profits all the time, the brand of this competitive market is numerous. for women, skin care gives them hope, they tries to keep young and attractive all the time .In the life of women, skin care is the longest and most close friend. But the consumption features of women is prominent and their emotion is sensitive, But women consumption feature is prominent, emotional, sensitive. Every enterprise should think more deeply about how to strive for more competitive advantage in the market of skin care.Many scholars believe after all, competitive advantage comes from the more value the enterprises created than rivals. This value is not determined by the enterprises, but by the customer perception. when the enterprises design, create, provide the value for customer, they should consider the customer orientation, taked customer perceived value as crucial factor. Customer perceived value is the new source of competitive advantage, it is value judgment from psychology, weighs the gain and lost from perception. Excellent customer value can develop unique motivation, loyal customer and driving force of lifelong customer.Firstly, the thesis reviews and summaries up the customer perceived value theory in definition and driving factors of customer perceived value through the literature research, and discusses marketing strategy and tactics, advertising, brand, channel, case studies of cosmetic, secondly in the basis of skin care characteristics and consumption psychology from women, deeply analyzes customer perceived value of skin care, then by the literature research, Depth interview and individual surveys explores the elements of impacting of skin care customer perceived value preliminarily and finally the main six factors affected the customer perceived value are named as product characteristic, price, service, advertisement, brand and emotion by the empirical study, after that, find out customer perceived value is a subjective construct varied with customers with demographic analysis(including: the customer of different origin, different age groups, different education degree, different careers, Various expenditure on Hairdressing consumption)and variance analysis, study the positive correlation between customers perceived value and customer satisfaction, customer loyalty. At last based on the results of the study, put forward the four marketing strategies of skin care should be paid attention aimed at the six main factors and 24 constituted factors :skin care should lay emphasis on product strategy ; emotional marketing; personnel service from terminal channel; different strategy adopted different segments of the market.