Lancome Brand High-end Women’s Cosmetics Marketing Psychological Strategy Research

With the increasing economic development and the people born with the improvement of living standards, the requirements of the United States, China’s consumption of cosmetics showed a momentum of fast growth, high-end cosmetics cosmetics manufacturers because of the huge profit margins, becoming the world in the competitionto win a magic weapon. Enhance the economic strength of the Chinese consumers and class awareness for the growing demand for high-end cosmetics, China has become the major consumer countries of the world’s high-end cosmetic brands. As a representative of the high-end cosmetics brand,"Lancome" sales in China climbed all the way to become the most successful development in China, high-end makeup brands, their marketing model in China, especially the marketing of psychological strategies for Chinese cosmetics companies the development has a very important reference.High-end women’s cosmetics market in China is mainly concentrated in the Analysis and Forecast on the study also focused on product and channel marketing strategy, from a psychological (especially conspicuous consumer psychology) of high-end women’s cosmeticsthe impact of psychological strategy of marketing to promote the study of high-end cosmetics sales are relatively small. Conspicuous Consumption psychological research point of view is Brewe (1996) proposed three self-theory ", but the use of this theory is mainly concentrated in the conspicuous consumption motivation and a luxury to buy psychological studies. In this thesis, through the "Lancome" model of development in China to conduct research, use the three-dimensional self-theory "success of the psychological marketing strategy in-depth analysis, to find out the reasons for its development in China, and Chinese cosmetics companies to go high-end road of the psychological marketing strategy. Put forward to adapt to the Chinese cosmetics enterprises development psychological marketing strategy...