化妆品行业产品力诉求与消费者需求的关系研究

Relationship between product competence's appeals and consumers' needs in cosmetic industry

随着国内化妆品行业的快速发展,孕育着良好市场机遇的同时也面临着与国际化妆品品牌的激烈竞争。因此,提升产品力至关重要,同时,需将产品力的核心要素有效、准确地传达给目标消费群体,产品力的提升才具有现实意义。结合文献研究及案例分析,将化妆品行业的产品力要素细化,深入分析各要素内涵,并将产品各要素与消费者对化妆品的功能需求及心理需求紧密结合,从理论和实践层面双重解析如何将产品力诉求有效地转化为市场需求。

The domestic cosmetic industry is faced with fierce competition from the international brands as well as good market opportunities along with rapid development. So, improvement of product competence is very important, that means the improvement of product competence will be meaningful, only if the core information of product competence is delivered to target consumers accurately and effectively. This paper analyzed in-depth the factors regarding to product competence in cosmetic industry by the combination of document research with case study; and, explored theoretically and practically how to convert the product competence＇ s appeals to consumers＇ needs based on the comparison of product appeals with consumer＇s both functional needs and psychological ones.