女大学生化妆品消费者期望研究
我国化妆品行业经过几十年的发展已经从初步探索阶段走向稳步成长阶段，目前已成为仅次于美国的第二大化妆品消费国。在“美丽经济”的浪潮下，越来越多的企业都挤进这个行业，想要分得市场的一碗羹。女大学生作为化妆品消费群体中的特殊群体，消费特点突出，因而企业有必要了解女大学生化妆品消费的顾客期望影响因素，尽可能缩小实际水平与顾客期望之间的差距。本文首先对国内外顾客期望的构成因素以及驱动因素、化妆品行业的现状的研究做了梳理，接着根据文献研究以及访谈个别女大学生化妆品消费者进一步了解她们的化妆品消费期望以及化妆品消费的影响因素，进一步根据问卷调查，得出影响女大学生化妆品消费顾客期望的五个因子，分别是顾客的个人需要、顾客之前的购买经验、企业的许诺、顾客的口头宣传以及顾客的选择范围。最后针对女大学生的化妆品消费市场提出建设性的营销建议。
关键词：女大学生 化妆品 顾客期望 顾客期望影响因素
Research about cosmetic customer expectations
of female college students
Abstract: After several decades of development, China's cosmetics industry has been from the initial exploration stage to a steady growth phase,and has become the second largest consumer cosmetics only after the United States. In the "beautiful economy" wave, more and more enterprises are crowded into the industry, want to share the market a bowl of soup. Female college students as a special group in the cosmetics consumer groups and their consumption characteristics is outstanding. So it is necessary to understand the influential factors of customer expectations of the female students cosmetics consumer , as far as possible to bridge the gap between practical level and customer expectations. Firstly, the author read the domestic and foreign research about the customer expectations constitute factors and driving factors, and the cosmetics industry status , then according to the literature research and individual interviews of female college students cosmetics consumer ,author can further know of their cosmetics consumer expectations and cosmetics cost factors, get the five factors that influence female students cosmetics consumer expectations , respectively is the customer's individual needs, customers purchase experience, enterprise promise, customer word-of-mouth and customer selection. Finally, about the female college students in the cosmetics market, make some constructive suggestions.
Key word:female college students;cosmetic;customer expectations;
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