Research On Marketing Strategy Optimization Of Z Cosmetics Company

Company Z is a foreign company that produces and sells high-end cosmetics companies,and with the overall improvement of China’s economy in recent years,the demand for high-end cosmetics in the Chinese market has been increasing,and it has also become the core strategic area of Company Z.The target users of Z Company in China are mainly some high-income people,who have a certain social status,high consumption power,unique consumption motivation,and diverse style hobbies.Analyzing and studying their consumption motivation and consumer psychology is the key to Company Z’s ability to firmly open the domestic market,and it is also the focus of this article.This paper first analyzes the problems of Company Z in customer marketing,(1)due to different factors such as culture and region,which leads to some foreign companies’ deviation in understanding the focus of domestic users,resulting in deviation of the core point of marketing and failure to grasp the pain points of users;(2)Marketing publicity is more inclined to publicity advertising marketing and store promotion marketing,resulting in higher marketing costs;(3)The product is relatively single and old;(4)The lack of product recursion channels has not formed a good customer self-communication effect.In view of these problems,this paper collects necessary data through in-depth interviews with its target customer groups,uses relevant theoretical knowledge of marketing and psychology to explore customers’ consumption motivation,influence factors and their influence on consumption behavior of high-end cosmetics,so as to establish relevant mathematical models and collect questionnaire data for demonstration.In this paper,decent factors,self-satisfaction factors,comparison factors,etc.are introduced as independent variables,individual,group and functional orientation are used as intermediary variables,high-end cosmetics purchase intention is used as response variables,and wealth factors and marketing sentiment factors are used as modulation variables to evaluate the influence of each factor on high-end cosmetics consumption motivation.This paper proposes the following optimization schemes:(1)the shift of marketing focus,transforming the original hard-core popular science functional marketing into brand marketing that introduces decent factors;(2)Use the psychology of consumer self-satisfaction and motivation to broaden customer channels and reduce marketing costs;(3)Adopt the comparative psychology between users to lead the design scheme of the product to increase user stickiness;(4)Use new media technology for precision marketing.This article hopes to help Company Z improve its performance and get out of the marketing dilemma,and also hopes to bring certain inspiration to the marketing of foreign cosmetics in the Chinese market.