The Research About The Effects Of Customer Experience On Cosmetic Brand Image And Brand Loyalty

With the increasing development of science and technology, modern society has gradually entered the era of experience economy, companies relying solely on traditional marketing methods can not ensure that they get success on the market, especially on the cosmetic market, which product features have a very serious homogeneity, if the cosmetics companies want to establish a good brand image and get customer trust, and cultivate the brand loyalty of the customer, they must seek new ways.Through the review of domestic and foreign scholars’ related theoretical studies on the customer experience, brand image and brand loyalty, drawing on previous research, the paper will classify the customer experience in the paper as a sensual experience and rational experience this two types. The customer experience has four dimensions, namely, the sensory experience, emotional experience, thinking experience and related experience, and the paper establishes the model between the customer experience and brand image and brand loyalty, to establish a link between the customer experience, brand image and brand loyalty. Through the questionnaire survey access to data, and the use of statistical software analyzes data, and verify the model. Getting conclusion:sensibility experience and rational experience on cosmetics brand image have significant influence; sensory experience, emotional experience and related experience in cosmetic brand image have significant influence; sensory experience on cosmetics brand loyalty has significant influence; sensory experience and feeling experience to cosmetics brand loyalty has a significant effect on; Cosmetics brand image to brand loyalty also has significant effect. At last, the paper advances some suggestions to cosmetic companies, hoping that they integrated use of customer experience to develop marketing strategy to build the brand image, cultivating the brand loyalty, getting customer, and enhance the competitiveness of enterprises.