Research Of The Construction Of Beauty Makeup Brand On The Basis Of E-Commerce Customers' Experience

As the development of E-commerce becomes gradually mature,more and more brands and enterprises have joined E-commerce,which causes the environment of competition for E-commerce to have a huge change,thus the channel dividend is reduced,the buyers' loyalty is dropped,the potential competitors emerge,and the brand strength is overdrawn.The stern situation enables the beauty makeup brand on the E-commerce platforms to feel the pressure of competition.The importance of customer experience in E-commerce Time is acknowledged by everybody,but how to effectively link the customer experience and brand constructions,as well as what the solid exercise method is,are the questions that the brand party and E-commerce operators continuously explore.From the perspective of the actual operation of E-commerce beauty makeup,this paper re-combs the behavior process and psychological demand of the customer experience in E-commerce platforms;from the perspective of the effective utilization and the continual foundation of the brand asset,this paper seeks for the relations between the customer experience and brand constructions;with the thought method of experience marketing,this paper designs the effective broadcast way of E-commerce customer experience.Finally,this paper achieves the goal collectively accomplished by the customer experience,the brand construction and sales results through the integrated marketing strategy.The paper proposes that,one kind of depth interactive relation between the customer experience and brand constructions can be established by the brand equity on the basis of the customer experience: the demands of perceived quality and brand association in the brand asset has provided the direction and content for the design of customer experience;But the demands of customer experience on the basis of the consumer insight can promote the brand loyalty in the brand asset,as well as the foundation and accumulation of brand awareness.Only the benign interactive relationship between customer experience and brand constructions is established,the brand strength can get an unabated growth.This paper's study conclusion would have certain enlightenment effect on the beauty makeup brand on E-commerce channels in the aspects of the design of customer experience and the practical operation of brand constructions.