Study On Customer Satisfaction And Marketing Strategy Of Brand B

With a long history and rich cultural background,brand B represents the high-end cosmetic product of the L'Oreal group.Since its introduction into Chinese market in 2001,basing on biological science and focusing on moisturizing and purity,it advocates the skin-care philosophy of “a noble and graceful life originates from being simple and natural” among Chinese consumers,and accumulated a large number of new and old customers in 10 years.It had not only established the brand image of “you deserve it”,but also achieved continuous growth.However,since 2013,due to the change of market conditions and the increasing of brand competition,the performance of Brand B meets challenge.There are also problems like not recruiting enough new customers,significant loss of old customers,decreasing customer satisfaction rate,declining customer loyalty.This article studies the performance of L'Oreal group's luxury cosmetic brand B in Chinese market.Basing on ACSI model,the classical theory about customer satisfaction,it comprehensively analyzes the product quality experienced by customers and their satisfaction rate in the 3 stages of pre-sale,in-sale and after-sale of products,in order to evaluate the effectiveness and problems of the company's market strategies for different sales stages and propose adjusting advices to improve customers' satisfaction rate in every sales stage and obtain the loyalty of them.Firstly,this paper introduces the history and background of brand B.On this basis,its market position of “expert of moisturizing”,its market strategies for winning the competition.Its problems of decreasing performance are lowering price per customer,shrinking number of customers,and no standing-out advantage of the star products.Secondly,further analysis discovers that among these problems,the key point is the shrinking number of customers caused by not recruiting enough new customers and significant loss of old customers.Further study found that the reason for this phenomenon is the decreasing of customers' satisfaction rate during pre-sale,in-sale and after-sale.The main reasons for this are inadequate analysis of the target customer group.Meanwhile,customers' recognition of the brand is weak and BA offer poor service during the entire sales process.Therefore,it is obvious that brand B should adjust its market strategies,which mean to improve the quality experienced by customers and the procedures of serving beautification customers.It means improving customers' anticipated and experienced value and enhances the after-sale CRM and the follow-up of beautification customers,which means improving customer satisfaction rate.With the above three facets of improvement,brand B can increase its customers' satisfaction rate,reduce complaints and achieve the purpose of strengthen its customers' loyalty towards it and improve its performance in the luxury cosmetic market.