跨境电商下化妆品品牌竞争力评价模型研究——基于顾客价值【摘要】经济的发展，使消费者的消费习惯和观念产生了改变。消费习惯上，人们通过互联网平台实现“全球购”，跨境业务发展迅猛。消费观念上，化妆品逐渐成为必需品。本土化妆品企业虽不断增加，但品牌竞争力仍缺乏，企业意识到品牌竞争力对企业发展的重要性，而借助跨境电商平台，企业可将产品直接售至终端，利于培养忠实客户群体。基于以上分析，本文在收集阅览了跨境电商下品牌竞争力的影响因素、化妆品特质以及影响消费者购物行为等相关研究之后，从实现顾客感知价值的目的出发，选出了 21 个品牌差别要素作为影响因素，用因子分析法，结合实际数据，建立起化妆品品牌竞争力的初步评价模型。选取国内外具有代表性的化妆品类公司，通过其为提升品牌竞争力付出的成本数据来完善模型，得到跨境电商下基于顾客视角的化妆品品牌竞争力最终评价模型。最后，从品牌产品、服务、传播三个方面提出上海家化品牌竞争力的优化策略，进一步延伸得到适用于大多本土企业的优化策略。【关键词】跨境电商；品牌竞争力；化妆品；顾客价值1Research on Evaluation Model of Cosmetics Brand Competitiveness under Cross-border E-commerce——Based on Customer Value[Abstract] The development of China's economy has made enormous changes to consumers' spending habits and concepts. In accordance with consumption habits, a growing number of people have realized “global procurement” through Internet terraces, and cross-border business has developed speedy. In terms of consumption concepts, cosmetics progressively got to be essential thing in people's lives. Although the number of local cosmetics companies in China is increasing, brand competitiveness is still lacking. Enterprises are aware of the significance of brand competitiveness to enterprise evolvement. In order to improve brand competitiveness, it is necessary to enhance customer loyalty and satisfaction. Cross border e-commerce platform provides a convenient way for enterprises to sell products directly to customers in various cou...
