| Under the background of normalization of epidemic prevention and control,realizing the dynamic balance between supply and demand and constructing the development pattern of domestic and international double circulation have become the general route of China’s future economic development.Cross border import e-commerce has undoubtedly become a new impetus to promote the return of consumption and promote the formation of the dual cycle pattern.In recent years,the scale of China’s cross-border import e-commerce market continues to expand,mature platforms are constantly improving,new platforms are pouring into the market.Fierce market competition forces to retain customers and improve the re-purchase rate has become a difficult task for cross-border e-commerce platforms.As one of the most important categories of cross-border overseas online shopping,the imported beauty makeup has made its shopping channels more online under the support of new marketing methods such as virtual technology,live broadcast and community.As one of the main online channels,cross-border e-commerce platform is favored by consumers.However,with the trend of consumers becoming younger,shopping demands diversified and personalized,beauty consumers pay more attention to online shopping experience.Therefore,this paper takes cross-border imported e-commerce as the research object,constructs the influence model of imported beauty customer experience on customer loyalty,divides imported beauty customer experience into five dimensions,and conducts research on its influence on platform loyalty.Above all,it is found that the cross-border import e-commerce platform presents a pattern of "one super and many strong" by analyzing the development status of cross-border e-commerce of imported beauty makeup.Under the favorable policy and technological environment,the scale of the cross-border e-commerce market will further expand,and marketing methods are increasingly diversified.The consumption of imported beauty products has become normal,and the consumer group is gradually getting younger.Combined with the survey data,it is found that the e-commerce platform has become the preferred channel.Moreover,the consumer demand for beauty makeup products is differentiated and high-quality.Secondly,based on the analysis of 383 valid consumer questionnaires,women are the main force of cross-border e-commerce beauty import consumption,and e-commerce platform has become the most commonly used channel for consumers to buy imported beauty makeup.Besides,Tmall global and Jingdong international are the most popular among consumers.Thirdly,the research finds that in addition to sensory experience,the emotional experience,product experience,relevance and service experience of imported beauty customers can positively and significantly affect the trust and loyalty of customers to the platform,the product experience has the greatest impact on customer loyalty,and the service experience of the platform has the greatest impact on customer trust,and the customer trust has a mediating effect in the impact of imported beauty customer experience on customer loyalty.According to the research conclusions,this paper puts forward the marketing suggestions of imported beauty products on cross-border e-commerce platform: control the core product experience to enhance the competitive advantage of the platform;focus on service experience to increase the added value of beauty products;create emotional experience to strengthen customers’ emotional stickiness to the platform;create the experience of association and form the advantage of "socialized" platform. |
