影响高档化妆品购买因素的因子分析

中国化妆品行业已经成为中国当下的"朝阳产业",而随着消费者生活水平的提高,高档化妆品的成熟的消费者已经成长起来。本文通过因子分析,得出影响高档化妆品购买的5个因子:产品可显示因素、产品不可显示因素、促销活动因素、销售人员因素和美誉度因素。并对营销者开展营销活动提出了有益的建议,包括:实行品牌营销战略,本土化的包装和定价,以服务营销为核心,实施整合营销传播。

China cosmetic industry, is becoming a industry with a lot of development power . With the growing of consumers＇ living level, the mature target group of the top grade cosmetic industry has growing larger and larger. Through factor analysis, this paper find five factors that may influence the consumer~ shopping style, including： external visible factor,product factor,promotion factor,seller factor and public praise factor. And this paper also try to give some advice to marketers such as using brand marketing strategy, localization of packaging and pricing, let the service marketing be the core, implement conformity marketing strategy.