女性洁面品牌鲜活性提升策略研究

RESEARCH ON STRATEGIES TO REVITALIZE FACIAL CLEANSER BRANDS FOR WOMEN

新冠疫情使人们的消费渠道、消费习惯以及对产品功能的偏好发生重大改变,而实体经济受到的巨大冲击和数字经济的高速发展,也为女性洁面品牌的生存带来挑战与机遇。基于数据分析和文献研究,本研究首先总结了后疫情时代下女性洁面产品消费行为的新变化,从销售渠道、产品功能、产品体验三方面分析女性洁面品牌鲜活性不足的问题。根据对上述问题的分析,本研究从消费维度、产品维度和销售维度提出女性洁面品牌鲜活性提升策略,希望帮助品牌在保持原有竞争力的基础上焕发新的活力。

The COvID-19 pandemic has changed much about where and how consumers make purchases,as well as their product preferences,while facial cleanser brands for women have witnessed both challenges and opportunities,in the face of the real economy severely hit by the pandemic and the rapid growth of digital economy.Based on previous data and research,the study clarifies new changes in consumer behaviors,which are centered on facial cleanser brands for women in the post-pandemic era.In addition,it analyzes the lack of vitality of these brands in terms of sales channel,product feature and product experience.Given the analysis,the study proposes new strategies from consumption,product and sales dimensions,in order to revitalize facial cleanser brands forwomen while maintaining their original competitiveness.