Study On Brand Positioning Of Domestic Brand Cosmetics Enterprise Based On Customer Value

At present,domestic cosmetics market has great potentialities.Market total sales showthe state of the rapid development year by year.According to statistics,in2010Chinesecosmetics market sales amounted to about120billions yuan,ranks the second in Asia andthe eighth in the world.The national cosmetics manufacturing companies have more than4,000.In the domestic market,foreign investment enterprises,joint ventures account fornearly80%market share and almost completely dominate high-end market.As knowas,local cosmetics companies accounted for nearly90%of the total number of cosmeticscompanies in China,but they account for only20%.Although the competition is sofierce,the optimistic future about Chinese market attract more multinational companies toenter,and enterprises have already entered the market is also increasing investment inChinese cosmetics market.Foreign enterprises,with its sophisticated brand managementexperience,dominate the market,and result into a large number of domestic cosmeticscompanies at a disadvantage,gradually lost market voice and initiative.Domesticenterprises is lack of experience in brand building,especially there are many problems inbrand positioning,the most prominent is the neglect of customer value provided.Customervalue is the key to brand positioning.So enterprises providing more customer value are ableto attract more customers favor and create and maintain customer loyalty.Therefore, thedomestic cosmetics companies want to win the competitive advantage,an important way toprovide value factors in the brand positioning,based on customer value.This paper takes the brand positioning of domestic brand cosmetics enterprises as theobject of study and the customer value as the study angle,applies relevant knowledge ofcustomer value,brand positioning,factor analysis,collects information by depth interviewsand questionnaire survey and uses SPSS17.0statistical analysis tool to build customervalue influencing factor model and customer value-based domestic brand cosmeticsenterprises brand positioning influencing factor model, aiming to put forward relevant suggestions for brand positioning.The article includes six parts:The first part outlines the background of study, the meaning of the study,the methodapplied,the content frame and so on.The second part reviews theories of customer value and brand positioning.they are thetheoretical basis of the article.In the third part,the competitive environment of the domestic brand cosmeticsenterprises is analysis,the future of development is forecasted.In the fourth part is mainly about empirical analysis about cosmetics customervalue,relating to collecting information about cosmetics customer value through depthinterviews and questionnaire survey,and build customer value influencing factor model andcosmetics enterprises brand positioning influencing factor model on the basis of result offactor analysis.The fifth part puts forward a number of recommendations for brand positioning on thepreceding analysis.Finally,the last part outlines innovative points,the inadequacies and future prospectsin this article.