Research On Customer Satisfaction Improvement Of P Cosmetics Company On The Franchise Stores

Cosmetics industry in China is one of the highest degree of marketization,but also a fully liberalized full competition in the market.As the international giants in recent years have entered China,and in the domestic cosmetics industry market share in a clear advantage position.In response to the fierce market competition environment,along with the development of the domestic business environment,the gradual development of the rise of the cosmetics franchise stores this retail business format,It can be said that the cosmetics franchise stores channel is a lot of local brands encounter international day giants the whole channel of the occasion of the development and development of a channel,many outstanding local brands in which grow up.However,on the one hand by the economic environment,the entire cosmetics franchise stores are facing enormous problems and challenges,on the other hand with the consumer in the cosmetics consumption is increasingly presented by the diversity,unique needs of the characteristics of its psychological Activities more difficult to grasp.Therefore,in the highly competitive market environment for the existing cosmetics franchise stores to improve customer satisfaction to enhance the loyalty of consumers and then early to win a competitive advantage in the industry is essential.This paper will be based on the key factors of retail attraction: brand dimension,store dimension,product dimension,experience dimension,by investigating consumers' attention to various factors,and then combined with the performance of P company's franchise channel to study its related Customer satisfaction,and ultimately on this basis to come to the conclusions and recommendations to improve.P is a company with cosmetics research and development,production and sales-oriented company,currently owns "Bo Laiya" and other brands,products covering multiple cosmetic areas,to meet the different ages,preferences of consumer demand,Of the franchise stores channels,electric business channels and super-channel-based marketing network.However,in recent years,P companies in the industry not only to face the pressure from major brands at home and abroad,but also to respond to consumer demand preferences.As in the P total revenue accounted for more than half of the channels,cosmetics franchise stores throughout the company survival and development of the lifeline.Therefore,how to enhance the customer satisfaction of the cosmetics franchise stores in the competition has a very important strategic significance to the overall development of P Company,and it is also the key to the research.In this paper,the paper analyzes the four key factors that attract consumers' retail attraction: brand dimension,store dimension,product dimension,experience,and so on.By analyzing the relevant literatures such as retail industry and customer satisfaction,Dimensions,and access to various factors.Through the analysis of the marketing environment and the current situation of the channel development of P franchise stores,it clarifies the shortcomings in the development of the channel and analyzes the reasons deeply.According to the four key factors to investigate the degree of concern about the indicators of various factors,through data analysis,a comprehensive description of the current consumer P company in the day of the franchise stores channel awareness and satisfaction,to understand the P company in contact with customers The weaknesses that exist.Finally,on the basis of self-analysis and market research,this paper puts forward some feasible suggestions and related improvement measures for P channel construction of P Company.Include the following four improvements:1.to strengthen brand building,radiation brand effect2.to strengthen the store management,update the store to upgrade the image3.increase R & D investment,enhance the company's product design capabilities4.to strengthen the management of members to enhance after-sales service...