【摘要】：化妝品行業(yè)在我國的市場化程度非常高,市場競爭激烈。由于國際日化巨頭在近年來紛紛進(jìn)入中國,并且在國內(nèi)化妝品行業(yè)的市場份額中處于明顯的優(yōu)勢位置。在日益激烈的市場競爭環(huán)境中,隨著國內(nèi)商業(yè)業(yè)態(tài)的變革性發(fā)展,化妝品行業(yè)中逐漸興起了化妝品專營店這一獨(dú)特的零售商業(yè)業(yè)態(tài),可以說化妝品專營店渠道是很多本土品牌遭遇國際日化巨頭全渠道滲透之際培養(yǎng)和發(fā)展起來的一個(gè)渠道,許多優(yōu)秀的本土品牌在當(dāng)中成長壯大。然而一方面受到經(jīng)濟(jì)大環(huán)境的影響,整個(gè)化妝品專營店面臨著巨大的問題和挑戰(zhàn),同時(shí)另一方面隨著消費(fèi)者在化妝品消費(fèi)方面日益所呈現(xiàn)出來的多樣性、獨(dú)特性的需求特征,使得其心理活動(dòng)較難精準(zhǔn)把握。因此,在競爭激烈的市場環(huán)境下如何針對現(xiàn)有的化妝品專營店進(jìn)行有效的客戶滿意度改進(jìn),以提升消費(fèi)者的忠誠度進(jìn)而在行業(yè)中贏得競爭優(yōu)勢就顯得至關(guān)重要。P公司是一家以化妝品的研發(fā)、生產(chǎn)和銷售為主的公司,目前旗下?lián)碛小扮耆R雅”等多個(gè)品牌,產(chǎn)品覆蓋多個(gè)化妝品領(lǐng)域,滿足不同年齡、偏好的消費(fèi)者需求,全面建立了完善的營銷網(wǎng)絡(luò)體系,包括日化專營店渠道、電商渠道和商超渠道。然而近年來P公司在日化行業(yè)不僅要面臨來自國內(nèi)外各大品牌的壓力,還要時(shí)刻應(yīng)對消費(fèi)者的需求偏好。作為在P公司總營收中占比過半的渠道,化妝品專營店是整個(gè)公司生存和發(fā)展的命脈所在。因此如何在競爭中提升化妝品專營店渠道的顧客滿意度,對P公司的整體發(fā)展有著非常重要的戰(zhàn)略意義,也是本文研究的關(guān)鍵所在。本文以P公司日化專營店為研究主體,通過梳理零售業(yè)、客戶滿意度等相關(guān)文獻(xiàn),整合篩取出針對于消費(fèi)者零售吸引力的四大關(guān)鍵因素:品牌維度,門店維度,產(chǎn)品維度,體驗(yàn)維度,并獲取各因素指標(biāo)。通過對P公司的專營店渠道所處的營銷環(huán)境以及渠道發(fā)展現(xiàn)狀進(jìn)行剖析,明晰在渠道發(fā)展過程中所存在的不足之處并深入解析原因。依據(jù)四大關(guān)鍵因素調(diào)查消費(fèi)者對各因素指標(biāo)的關(guān)注程度,通過數(shù)據(jù)分析,綜合描述目前消費(fèi)者對P公司整體在日化專營店渠道的感知態(tài)度及滿意程度,了解P公司在與客戶接觸中所存在的弱項(xiàng)。最后在自我分析以及市場調(diào)研的基礎(chǔ)上提出針對于P公司日化專營店渠道建設(shè)的可行性建議及相關(guān)改進(jìn)措施。具體包含以下四點(diǎn)改進(jìn)措施:1、加強(qiáng)品牌建設(shè),輻射品牌效應(yīng)2、加強(qiáng)門店管理,更新升級門店形象3、加大研發(fā)投入,提升公司產(chǎn)品設(shè)計(jì)能力4、加強(qiáng)會(huì)員管理,提升售后服務(wù)
[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
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.72

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