Research On Sensory Marketing Strategy Optimization Of TX Beauty Company

China’s beauty industry has experienced decades of development,market competition is extremely fierce,especially with the development of the Internet,the application of digital multimedia,from the price,products,instruments,services gradually transparent so that the beauty industry is facing a severe test.Relying only on traditional methods such as products and instrument features to obtain consumers has become extremely sleepy.If you can’t get more consumer recognition,accumulate loyal customers.Then it is difficult for beauty stores to operate healthily and sustainably,and they will face the risk of closure in the long run.In order to seek a breakthrough in marketing,TX Beauty Company implemented sensory marketing strategies in Xi’an stores,this paper takes Xi’an beauty stores as a research case,refers to a large number of relevant sensory marketing literature at home and abroad,and proposes optimization strategies for the current problems in sensory marketing.The article first analyzes the existing sensory marketing status,and then collects data consumer feedback on the current sensory marketing through questionnaire surveys,and professionally analyzes the collected data.Using the five senses as independent variables,emotion and customer satisfaction as mediated variables,and purchasing decisions as dependent variables,the questionnaire was performed with confidence,validity analysis,descriptive statistical analysis,correlation,multiple linear regression and hypothesis testing through SPSS software.Studies have confirmed that sight,hearing,and touch have a positive effect on positive emotions;Sight,hearing,touch,smell have a positive impact on customer satisfaction;Positive sentiment and customer satisfaction have a positive impact on purchasing decisions.Among them,the influence of positive emotions ranks as visual> auditory> tactile.The impact ranking of customer satisfaction is: visual> auditory> tactile> olfactory.It is concluded that sensory marketing effects that enhance vision,hearing,and touch can enhance purchasing power,thereby improving store sales performance.Through data analysis,it is known that the current sensory problem is more prominent in the sense of touch,followed by smell,hearing,and finally vision.Combined with the informal interviews with customers participating in the questionnaire survey,the detailed causes of the problems were found out,and the optimization schemes of vision,hearing,touch and smell were given to the current problems in sensory marketing,so as to improve the effect of sensory marketing,so as to achieve the purpose of increasing store sales.