化妆品行业女性顾客忠诚度提高策略研究
摘要：在当今的市场条件下，各个化妆品行业之间的竞争越来越激烈，维持老的女性顾客比赢得更多的新的女性顾客对企业来说显得更重要，更有利。在维持原有的女性顾客的基础上争取新顾客，维持原有女性顾客就是要加强她们对某一化妆品企业的忠诚度，于是女性顾客的忠诚度提高战略受到越来越多化妆品企业的关注和重视。 本文主要阐述了顾客忠诚度的含义和概念，在此基础上分析了女性顾客的忠诚度的影响因素，以及提高女性顾客忠诚度的方法和途径，减少企业的营销成本，提高企业的竞争力，增加利润。
关键词：化妆品行业 女性顾客忠诚度 提高策略
ABSTRACT
In the current market conditions, the cosmetics industry of each between more and more competition, maintain the old women customers than win more customers for the new female enterprise that appear to be more important, more beneficial. To maintain the original in women customers based on the customers’, to maintain the original is to strengthen their women customers for a cosmetics enterprise’s loyalty, and female customer loyalty improve strategic gets more and more cosmetics enterprise concerned. This paper mainly expounds the meaning of customer loyalty and concepts, on the basis of the analysis of the female customer loyalty factor, and improve the women customer loyalty methods and ways to make marketers know more about women to customer loyalty to the importance of the enterprise, and for marketers provided some improving women customer loyalty of opinions and countermeasures, so that enterprises can be more effective hold customer, improve the women customer loyalty, reduce enterprise marketing costs, improve the competitiveness of enterprises and increase profits.
Key words：cosmetics,woman,Customer Loyalty Degree,Improve strategy
目 录
一、化妆品行业女性顾客消费现状………………………………. 3
二、顾客忠诚度的内涵及影响因素………………………………. 4
四、提高化妆品行业女性顾客忠诚度的路径……………………….. 7
（三）制定有利回报政策以及采取女性顾客导向营销策略………….. 8
（四）加强女性顾客关系管理，构造与女性顾客交流的平台………… 9
（五）加强企业员工管理，建立与员工的良好沟通……………….. 9
（六）不断进行化妆品产品和服务创新，为女性顾客提供超值服务….. 10
（七）塑造化妆品品牌形象，加强企业形象管理………………… 10
