P化妆品公司日化专营店的顾客满意度提升研究

发布时间：2018-11-15 08:34

【摘要】：化妆品行业在我国的市场化程度非常高,市场竞争激烈。由于国际日化巨头在近年来纷纷进入中国,并且在国内化妆品行业的市场份额中处于明显的优势位置。在日益激烈的市场竞争环境中,随着国内商业业态的变革性发展,化妆品行业中逐渐兴起了化妆品专营店这一独特的零售商业业态,可以说化妆品专营店渠道是很多本土品牌遭遇国际日化巨头全渠道渗透之际培养和发展起来的一个渠道,许多优秀的本土品牌在当中成长壮大。然而一方面受到经济大环境的影响,整个化妆品专营店面临着巨大的问题和挑战,同时另一方面随着消费者在化妆品消费方面日益所呈现出来的多样性、独特性的需求特征,使得其心理活动较难精准把握。因此,在竞争激烈的市场环境下如何针对现有的化妆品专营店进行有效的客户满意度改进,以提升消费者的忠诚度进而在行业中赢得竞争优势就显得至关重要。P公司是一家以化妆品的研发、生产和销售为主的公司,目前旗下拥有“珀莱雅”等多个品牌,产品覆盖多个化妆品领域,满足不同年龄、偏好的消费者需求,全面建立了完善的营销网络体系,包括日化专营店渠道、电商渠道和商超渠道。然而近年来P公司在日化行业不仅要面临来自国内外各大品牌的压力,还要时刻应对消费者的需求偏好。作为在P公司总营收中占比过半的渠道,化妆品专营店是整个公司生存和发展的命脉所在。因此如何在竞争中提升化妆品专营店渠道的顾客满意度,对P公司的整体发展有着非常重要的战略意义,也是本文研究的关键所在。本文以P公司日化专营店为研究主体,通过梳理零售业、客户满意度等相关文献,整合筛取出针对于消费者零售吸引力的四大关键因素:品牌维度,门店维度,产品维度,体验维度,并获取各因素指标。通过对P公司的专营店渠道所处的营销环境以及渠道发展现状进行剖析,明晰在渠道发展过程中所存在的不足之处并深入解析原因。依据四大关键因素调查消费者对各因素指标的关注程度,通过数据分析,综合描述目前消费者对P公司整体在日化专营店渠道的感知态度及满意程度,了解P公司在与客户接触中所存在的弱项。最后在自我分析以及市场调研的基础上提出针对于P公司日化专营店渠道建设的可行性建议及相关改进措施。具体包含以下四点改进措施:1、加强品牌建设,辐射品牌效应2、加强门店管理,更新升级门店形象3、加大研发投入,提升公司产品设计能力4、加强会员管理,提升售后服务
[Abstract]:Cosmetic industry in our country's market-oriented degree is very high, the market competition is fierce. Because the international daily chemical giant has entered China one after another in recent years, and in the domestic cosmetics industry market share in the obvious superiority position. In the increasingly fierce market competition environment, with the development of domestic commercial changes, cosmetics stores have gradually emerged in the cosmetics industry, which is a unique retail business. It can be said that cosmetics store channel is a channel where many local brands are trained and developed when the international daily chemical giant penetrates all channels, and many excellent local brands grow and grow in the process. On the one hand, however, under the influence of the economic environment, the whole specialty cosmetics store is facing enormous problems and challenges. On the other hand, with the increasing diversity and unique demand characteristics of consumers in the consumption of cosmetics, Make its psychological activities difficult to accurately grasp. Therefore, in the competitive market environment, how to effectively improve customer satisfaction for existing cosmetics stores, It is crucial to increase consumer loyalty and thus gain a competitive advantage in the industry. P, a company that focuses on research and development, production and sales of cosmetics, currently owns a number of brands, such as Pelaia. The products cover many areas of cosmetics to meet the needs of consumers of different ages and preferences, and a comprehensive marketing network system has been established, including the channels of specialty stores, e-commerce channels and commercial channels. However, in recent years, P Company not only has to face the pressure from domestic and foreign brands in the daily chemical industry, but also to deal with consumer demand preferences. As a channel that accounts for more than half of P's total revenue, cosmetics stores are the lifeblood of the company's survival and development. Therefore, how to improve the customer satisfaction of cosmetics store channel in the competition has very important strategic significance to the overall development of P Company, and is also the key of this study. By combing the relevant documents such as retail industry and customer satisfaction, this paper takes out four key factors for consumer retail attraction: brand dimension, store dimension, product dimension, etc. Experience the dimension and get the indicators of each factor. Through the analysis of the marketing environment and the current situation of the channel development in the exclusive store of P Company, this paper clarifies the shortcomings in the course of the channel development and deeply analyzes the reasons. According to the investigation of four key factors, this paper, through data analysis, comprehensively describes the perceived attitude and satisfaction of the consumers towards the channels of P Company in the daily chemical specialty stores. Understand the weakness of P Company in contact with customers. Finally, on the basis of self-analysis and market research, the paper puts forward some feasible suggestions and relevant improvement measures for the channel construction of the daily chemical specialty stores in P Company. Including the following four specific improvement measures: 1, strengthen brand building, radiation brand effect 2, strengthen store management, update and upgrade store image 3, increase R & D investment, enhance the company product design ability 4, strengthen member management, Upgrade after-sales service
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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