Construct Factors Of The Cosmetic’s Brand Image:on Empirical Study

Today we face the brand internationalization and market competition, how to improve their own core competitive ability and grab market development opportunities which have become the current hot in the cosmetics industry. As the market competitiveness of study is an important component of the construction of the cosmetics brand has increasingly become explore the main road of development of the enterprise.the product itself is no vitality, only products, without the brand, or only a card, the enterprise without the brand is no vitality or continuity. Enterprises which want to have the long-term and stable development must attach importance to the establishment of the brand and management, famous brand has become a symbol of enterprise organization image, which has become an essential way to grab the market opportunities. A clear and unique brand image in the minds of the consumers and the maintaince of customer satisfaction and loyalty, and a strong brand assets can bring more benefit for the enterprise. standing out from the competition hands and forming strong market highlights may expand the market areas in slow economic development days. The brand image is a brand of all elements and its clear, unique general impression in the mind of consumers, which largely depend on consumers in psychological to brand associations, however the brand image of the shaping method is mainly rely on personality dissemination of information.The clear and the unique brand image can make consumer to decide a fast choice in dazzling brands, at the same time, to reduce the risk of a purchase decision to purchase and to maintain its repeated brand loyalty.As far as the enterprises, through the establishment of personalized brand, which can make the enterprise enhance strength and get the strong brand assets, furthermore to get a place in the market, the accumulation of more customers resources, and finally form a strong unique brand to improve its market share and to increase the market competitive power. The brand image is formed with the development of economy, a lot of scholars and all enterprise are studying it in all its aspects since its appearance.At home and abroad cosmetics research has focused on marketing, advertising, channel and case studies and so on, but little research on the components of cosmetics brand image, but still not form a unified knowledge based on these components, the paper will apply be brand image theory in the cosmetics industry, through the questionnaire survey and statistical analysis method to draw the conclusion of the elements of cosmetics brand image and the corresponding model, finally make reference for cosmetics brand image.The thesis is composed by seven chapters:The first chapter, as an introduction, mainly introduces the research background, purposes of the study, as well as significance and methods of the research.The second chapter is literature review. It mainly reviews previous studies on the brand’s concept and connotation, brand to the role of sales, the brand image, the research of brand-image’s factors, the research of cosmetic.The third chapter mainly analysis cosmetic’s market and consumer’s features, including the definition of cosmetic and classification, cosmetics market demand and trend analysis, cosmetics consumption characteristics and consumer’s psychology analysis.Based on the literature review, the fourth chapter of this research proposes four hypotheses and provides a conceptualization and establishes a theoretical analysis model and. The research of the whole model should be considered as the logical frame of the path analysis and the oreti-cal analysis.Chapter fifth is the overall design of the implementation of the research, including the questionnaire investigation and the scheme. We analyze the variables in the model of operational definitions and measurement, introduce the design of the questionnaire and sampling, including study subjects and sampling methods; finally, and then demonstrate the research methods of data collection and data analysis. In order to make this study more reasonable and concise and improve the quality of questionnaire, we visit10research objects by interviewing method, which tests the reliability and validity of the small sample.Chapter sixth mainly elaborate research’s conclusion and management revelation, then puts forward practical suggestions on the basis of the results.The seventh chapter mainly elaborate research’s conclusion and prospect, and then summarize the article’s toarticle. Lastly explain this deficiencies and outlook of the research.Through the research’s conclusion we can conclude that the cosmetic’s brand image is a complex and multidimensional concept, and it is consisted of multiple dimensions. All elements, its uniqueness general impression and evaluation decide cosmetic’s brand image. Cosmetic’s brand image is consisted of8dimensions, and their order is the cosmetics enterprise image, function image and brand personality image, the user image, product internal image, product external image, the service image, the promotional image. Based on the research results, this paper puts forward concerning the construction of cosmetics brand and gives relevant suggestions. Enterprises should multiple dimensions to ascend cosmetic’s brand image, and according to the importance of the cosmetic’s brand image elements, invest their resources. With the high quality,the goods will worth the price and good service to attract customers.