Research On Brand Equity Management Of Cosmetics A

With foreign brands entering the Chinese market one after another,how to build strong brand equity and form its own core competitiveness has become a topic of concern for more enterprises.In Chinese cosmetics consumption market,with the improvement of residents' consumption level and the change of consumption concept,people are paying more and more attention to product quality,perceived quality and shopping experience,and they are more inclined to choose their favorite cosmetics brand from similar products.Cosmetics brand A provides all kinds of cosmetics,mainly facial mask products to consumers at home and abroad,and sells them through internet and off-line distribution channels.It has achieved good sales performance and popularity in the domestic market before,but in the past two years,the sales profit has dropped significantly.In the current situation of constantly changing market environment and fierce competition of cosmetics brands,how to effectively formulate its brand equity optimization management plan is of great importance.Based on the topic of "Research on Brand Equity Management of Cosmetics A",using the theories of David Aaker 's five-star brand equity as the main theory and the new retail and value innovation as the auxiliary theory,this paper firstly analyzes the internal and external environment of brand A and the situation of two key competitors,then points out the necessity of brand equity management for domestic brands.Next,it analyzes the existing brand equity management of brand A,and summarizes the problems of brand A in brand loyalty,brand awareness,perceived quality,brand association and other brand equity management through internal and external research.Afterwards,the optimization strategies of brand equity management in various dimensions are formulated for brand A: to enhance brand loyalty by strengthening customer relationship management,cultivating the loyalty of employees and suppliers,and maintaining intergenerational customers;to improve brand awareness through multi-channel marketing,crossover cooperation and technical innovation;to take continuous management of service quality,optimize off-line customer experience and strengthen the corporate social responsibility management to enhance the quality of brand perception.Strengthen brand association from the design,packaging and emotional connection with customers.Set up a global protection center for the brand A,and further improve the brand equity management system.Finally,formulates the implementation guarantee scheme and risk management measures for the brand equity management optimization scheme of brand A,so as to create a way of domestic cosmetics brand equity management.