本文選題：化妝品 + 品牌形象�。� 參考：《西南財(cái)經(jīng)大學(xué)》2012年碩士論文

【摘要】：在品牌國際化和市場競爭白熾化的今天,如何提高自身的核心競爭力,搶得市場發(fā)展先機(jī)成為了當(dāng)下化妝品行業(yè)的熱點(diǎn)。作為市場競爭力研究的重要組成部分,化妝品品牌的構(gòu)建日益成為各企業(yè)探索發(fā)展的主要道路之一,產(chǎn)品本身是沒有生命力的,只有產(chǎn)品,沒有品牌,或者是只有貼牌,沒有品牌的企業(yè)更是沒有生命力和延續(xù)性的。企業(yè)要想能長期穩(wěn)定的發(fā)展下去,必須重視品牌的塑造和管理,知名品牌已經(jīng)成為企業(yè)組織形象的標(biāo)志、是搶得市場先機(jī)的必須要素。在消費(fèi)者心目中形成一個清晰、獨(dú)特的品牌形象,保持顧客的滿意與忠誠,并形成強(qiáng)大的品牌資產(chǎn),能夠?yàn)槠髽I(yè)帶來更多的利益,從同類競爭對手中脫穎而出,形成強(qiáng)有力的品牌訴求點(diǎn)和市場亮點(diǎn),從而可以在經(jīng)濟(jì)緩慢發(fā)展的今天大大地?cái)U(kuò)大市場范圍。 品牌形象是消費(fèi)者頭腦中對某一品牌的所有構(gòu)成要素和其清晰、獨(dú)特的總體印象,它在很大程度上取決于消費(fèi)者在心理上的對于品牌的聯(lián)想,而品牌形象的個性塑造方法主要是依靠信啟、的傳播。清晰、獨(dú)特的品牌形象,可以使消費(fèi)者能夠在眼花繚亂的品牌中,快速做出購買選擇,同時(shí)降低購買決策的風(fēng)險(xiǎn)從而使其重復(fù)購買及保持品牌忠誠；那么對于企業(yè)來說,通過建立個性化的品牌,既可以使企業(yè)增強(qiáng)實(shí)力和獲得強(qiáng)大的品牌資產(chǎn),而且能在市場中取得一席之地,不斷積累更多的顧客資源,最終形成強(qiáng)勢獨(dú)特的品牌,從而提高其市場占有率和增強(qiáng)市場競爭力。品牌形象是隨著經(jīng)濟(jì)的發(fā)展形成的,自從它被提以來以后,各個學(xué)者與各行企業(yè)都熱衷于研究它的各個方面。 國內(nèi)外對化妝品的研究集中于營銷、廣告、渠道、個案研究等方面,對化妝品品牌形象的構(gòu)成因素研究很少,而且依然沒有形成統(tǒng)一的認(rèn)識,基于此,本文將品牌形象理論應(yīng)用于化妝品行業(yè)中,通過問卷調(diào)查,采用統(tǒng)計(jì)分析方法研究得出了化妝品品牌形象要素結(jié)構(gòu)及相應(yīng)模型,為化妝品的品牌形象塑造提供參考。 本文的研究思路,總共有七章,具體如下： 第一章：緒論,對研究背景、研究意義及本文的特色之處、研究思路與方法進(jìn)行了闡述。 第二章：文獻(xiàn)綜述,在已有的理論上對品牌概念與內(nèi)涵以及品牌對化妝品銷售的作用、品牌形象理論綜述、品牌形象構(gòu)成因素研究、化妝品研究等幾方面進(jìn)行歸納和總結(jié)。 第三章：主要分析化妝品市場和消費(fèi)特征,包括化妝品的定義及分類、化妝品市場需求和趨勢分析、化妝品消費(fèi)特征和化妝品消費(fèi)心理分析。 第四章：實(shí)證研究設(shè)計(jì),提出了化妝品品牌形象的概念模型和研究假設(shè),確定了問卷的測量項(xiàng)調(diào)研實(shí)施和數(shù)據(jù)收集。 第五章：調(diào)研數(shù)據(jù)分析,對問卷樣本數(shù)據(jù)進(jìn)行了描述性統(tǒng)計(jì)分析、探因子分析和信度與效度分析,并得出品牌形象模型。 第六章：研究結(jié)論與管理啟示,得出研究結(jié)果并提出實(shí)踐建議。 第七章：研究結(jié)論與展望,對本文進(jìn)行了總結(jié),說明本研究不足之處及對未來的展望。 通過研究結(jié)論可以得出,化妝品品牌形象是一個復(fù)雜多維的概念,它由多個維度構(gòu)成。化妝品品牌形象是消費(fèi)者頭腦中對該品牌的所有構(gòu)成要素和其獨(dú)特性總體印象和評價(jià),化妝品品牌形象由8個維度構(gòu)成,它們的重要性從到小依次為：化妝品的企業(yè)形象、功能形象、品牌個性形象、使用者形象、產(chǎn)品內(nèi)在形象、產(chǎn)品外在形象、服務(wù)形象、促銷形象�；谘芯拷Y(jié)論,本文提出了關(guān)于化妝品品牌建設(shè)的相關(guān)建議,企業(yè)應(yīng)從多個維度來提升化妝品品牌形象,并根據(jù)化妝品品牌形象構(gòu)成要素的重要性大小,有針對性的投入資源,要以優(yōu)質(zhì)的商品、物有所值的價(jià)格和良好的服務(wù)吸引顧客。
[Abstract]:Today, as the brand internationalization and market competition are incandescent, how to improve the core competitiveness of our own and win the development of the market has become the hot spot in the present cosmetics industry. As an important part of the market competitiveness research, the construction of cosmetics brand has become one of the main ways for the enterprises to explore and develop, and the product itself is not There is vitality, only products, no brands, or only OEM, no brand enterprises are no vitality and continuity. If enterprises want to be able to develop steadily for a long time, we must attach importance to the molding and management of the brand. The famous brand has become the symbol of the organization shape of the enterprise, and it is the essential factor to get the opportunity to get the market. In the mind, a clear and unique brand image is formed, and the customer's satisfaction and loyalty are maintained, and a strong brand asset can be formed. It can bring more benefits to the enterprise, stand out from the competitor of the same kind, form a strong brand demand point and market spot, so that it can expand greatly in the slow development of the economy. Market scope.
Brand image is all the elements of a brand in the consumer's mind and its clear and unique overall impression. It depends to a great extent on the brand association of the consumer in the psychology, and the way to shape the personality of the brand image is mainly to rely on the communication. The clear and unique brand image can make the consumer be able to make the brand image. In the dazzling brand, make a quick purchase choice, reduce the risk of purchasing decision and make it repeat purchase and maintain the brand loyalty. For the enterprise, by establishing a personalized brand, it can make the enterprise strengthen the strength and obtain the strong brand assets, and can get a place in the market, The brand image is formed with the development of the economy. Since it has been put forward, every scholar and all enterprises are keen to study its various aspects.
The research on cosmetics at home and abroad is concentrated on marketing, advertising, channel, case study and so on. There are few researches on the components of cosmetics brand image, and still there is no unified understanding. Based on this, this paper applies the brand image theory to the cosmetics industry, and has studied by questionnaire and using statistical analysis method. The structure and corresponding models of cosmetics brand image provide reference for brand image building of cosmetics.
There are seven chapters in this study.
The first chapter: introduction, the research background, research significance and characteristics of this article, research ideas and methods are described.
The second chapter: literature review, in the existing theory of the concept of brand concept and connotation and the role of brand to cosmetics sales, brand image theory, brand image components research, cosmetics research and other aspects are summarized and summarized.
The third chapter mainly analyzes the cosmetic market and the consumption characteristics, including the definition and classification of cosmetics, the demand and trend analysis of the cosmetics market, the characteristics of cosmetics consumption and the psychological analysis of cosmetics consumption.
The fourth chapter: empirical research design, put forward the concept model and research hypothesis of cosmetic brand image, and confirm the survey implementation and data collection of the questionnaire.
The fifth chapter: research data analysis, descriptive statistical analysis of sample data, factor analysis and reliability and validity analysis, and the brand image model.
The sixth chapter: research conclusion and management enlightenment, draw the research results and put forward practical suggestions.
The seventh chapter: research conclusions and prospects, summarizes the article, explains the deficiencies and prospects for the future.
The brand image of cosmetics is a complex multi-dimensional concept, which is composed of many dimensions. The brand image of cosmetics is the overall impression and evaluation of the brand in the consumer's mind. The cosmetic brand image is composed of 8 dimensions. The enterprise image of cosmetics, functional image, brand personality image, user image, product inner image, product external image, service image, promotion image. Based on the research conclusion, this paper puts forward related suggestions about cosmetics brand construction, enterprises should promote cosmetic brand image from many dimensions and according to cosmetic brand shape. Like the importance of the elements, targeted resources should be invested to attract customers with high quality goods, good value for money and good service.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F273.2;F426.72;F224

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