| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 101 === In recent years, the market of cosmetic-related products is expanding gradually. According to the statistic of Goldman Sach Company (2008) the worldwide cosmetics industry is growing rapidly by 7 percent annually, and hopefully the output value of cosmetics industry will increase with the growth rate of 3.6 percent. In addition to focusing solely on consumers’ pursuit of beauty, consumers’ desire and feeling tend to become more important in today’s consumer market. Therefore, companies should place the communication with the consumers as their primary concern. And in order to reach the goal, observation towards the demand of consumers plays a significant role. Moreover, the factors that bring companies advantages are not precisely from the product innovation, marketing mix, or pricing strategy. Indeed, the operation performances of companies are affirmed when it gives the customers’ valuable consumption, which effectively catch the customers’ attention and the intention to purchase.
Our research paper mainly investigates the relationship between experiential marketing, product innovations, brand image and customer value proposition in the field of beauty. This paper targets the consumers of cosmetics product as research subjects; and structured questionnaire as information material. This survey is conducted with cosmetics consumers residing in the northern Taipei since I personally suppose that the consumers from northern region have adequate perception of product.
The result of this research shows that experiential marketing and product innovation impact the consumers’ value positively while brand image is playing the role of mediation effect between experiential marketing and the consumers’ value. Lastly, according to the conclusion of the research, I propose additional suggestions.
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