化妆品营销模式研究外文翻译资料

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Cosmetics marketing model research

Understanding behavior of consumers is a key to the success of business organizations. Marketing personnel are constantly analyzing the patterns of buying behavior and purchase decisions to predict the future trends. Consumer behavior can be explained as the analysis of how，when，what and why people buy. Consumer behavior can be understood as：“The decision process and physical activity individuals engage in when evaluating， acquiring，using，or disposing of goods and services.” (Loudon and Della Bitta，1980).Nowadays，this phenomenon， can also be illustrated in the following way：“activities people undertake when obtaining,consuming，and disposing of products and services”(Blakwell，Minard and Engel，2001).A study by Voss and Parasuraman (2003) suggests that the purchase preference is primarily determined by price than quality during pre-purchase evaluation. Given explicit quality information，price had no effect on pre-purchase or post consumption quality perceptions. n wenku.baidu.com. Instead,post consumption quality evaluations had a favorable impact on priceevaluations.Another study by Chernev (1997) analyzed the effect of common features on brand choice and the moderating role of attribute importance. It is argued that when brand attributes differ in importance, with the best value on the most important attribute, thus further polarizing brands choice shares. In contrast, when attributes are similar in their importance, common features are likely to have an opposite effect, equalizing brands share.Russo and France (1994), studied the nature of the choice process for commonly purchased non-durables by tracking eye fixations in a laboratory simulation of supermarket shelves. The findings are fully compatible with the general view that the choice process is constructed to adapt to the immediate purchase environment.While describing about shopping orientation, Sinha (2003) reports that Shoppers seek emotional value more than the functional value of shopping.Their orientation is based more on the entertainment value than on the functional value. The orientation is found to be affected primarily by the type of store, the frequency of buying and to some extent by the socio-economic classification. The retailers need to experiment with a format that attracts both types of shoppers.

一、Womens consumer psychology-Packaging Color

To make good use of color brings the experience of women to meet the beauty of the heart. Heart of beauty in everyone，especially female consumers，the beauty of the heart become more prominent. Cosmetics，color design，to consumer groups for different ages of the different color preference, and fully meet their beauty of the heart. Cosmetics for young women，the tone should be fresh, lively and based，in order to fully reflect the vitality of youth and health. Such as the Archer aloe moisturizing cream and its bright green packaging fresh and clean, full of vitality，vulnerability of young girls of all ages. For middle aged consumer products，and its color should be stable, elegant style. They require a higher quality product，but also pay more attention to brand consumption. SK- II， such as the essence of various products，mainly of Chinese red color，not only reflect traditional Chinese flavor，but also gives people a feeling of elegance，but also a sense of vitality， so that many women believe this product to nourish the skin ，keeping the skin young state aspects of performance is outstanding.

According to the positioning of product sales levels to select the color, to meet the womens sense of superiority and vanity. The positioning of different brands of cosmetics in different groups，the product price difference，too. Suitable for mass consumer groups， cosmetics，packaging can be used in the same rich colors to meet the needs of consumers of different ages.

二、 Pricing strategy

Price is an important part of enterprise marketing mix, enterprise overall marketing activities of a ring is pricing Pricing strategy is to consider and pricing related content, among them, the price is not only the price itself, it is a system, also including the factory cost price, dealers cost, as well as the retail price of the market, which also includes the company in terms of price discounts and other indicators, the elements of the price system. But the price is the factor to control in the marketing mix is very sensitive and difficult. It directly affects the market acceptance of the product, influence consumer purchases.

三、Channel strategy

Most part of south Korean cosmetics sales channel is brand stores accounted for about 29%, and then the direct sales (direct marketing refers to the employees recruited is responsible for the direct selling enterprises, let the employees in the location of the general business premises outside directly promote the enterprise products to consumers a way of selling), about 25%, the rest of the market share is retail supermarkets, sales network and TV shopping and so on various accounts for part of it. Thus the South Korean cosmetics sales channel stores accounted for a large proportion. In the international market, south Korean cosmetics is usually through formal channels are exported to foreign countries, then open a store or apply for stores in shopping malls and So on.

四、Sales promotion strategy

The promotion strategy was one of the marketing mixes. Promotion strategy is usually refers to the enterprise how to promote by various means, such as the employees direct marketing, advertising, public relations activities, or business promotion, etc., thus passed your product information to consumers, attract consumers attention, arouse consumers to buy the idea and action, and to achieve the ultimate goal of the sales profit. The buckle is the most direct strategy. Cosmetics store general popularity or habitual choice to promote selling cosmetics as samples

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