Study on the Dilemma and Development Strategy of Chinese Beauty brand: Based on the Analysis of Consumption Characteristics and Influencing Factors of Purchasing Willingness of College Student Groups

Wen Yi ZHANG

doi:10.5281/zenodo.11080139

Authors

Wen Yi ZHANG Xihua University Author

DOI:

https://doi.org/10.5281/zenodo.11080139

Keywords:

Chinese Beauty brand, Purchase intention, factor analysis, University student population

Abstract

In order to fully explore the dilemmas behind the development of Chinese beauty brands, analyze the main factors affecting college students' purchasing of national beauty brands, and thus put forward a possible path for national beauty brands to retain traffic, this paper takes typical Chinese beauty brands and college students' groups as the objects of research, applies the factor analysis method to analyze the three factors that college students' groups are most concerned about Chinese beauty brands, and combines them with the existing data to find out the dilemmas and reasons that Chinese beauty , so as to put forward the paths and relevant countermeasures for Chinese beauty brands to retain traffic. The study shows that the brand awareness of Chinese beauty brands, the product R&D level of Chinese beauty brands, and the relative lack of product power of Chinese beauty brands are the three major dilemmas faced by Chinese beauty brands. Meanwhile, countermeasures such as optimizing brand layout by focusing on segmented categories, inviting celebrity endorsement and strengthening brand image are proposed.

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