“橘朵”(满意度调查)——引领国货美妆潮流

“Jueduo” (Customer Satisfaction Survey)—Leading the Trend of Chinese Cosmetics

摘要: 国货美妆产业正处于蓬勃发展的阶段，其中以“橘朵”品牌为代表的一批企业引领着行业潮流。本研究旨在揭示橘朵成功的背后因素，为其他国货美妆品牌提供借鉴和启示。本文主要采用文献研究法和实证分析法，利用了AMOS、SPSS等软件对数据进行描述性统计分析、单因素方差分析、相关性分析与回归分析等方法，探讨影响橘朵满意度的个人因素和产品因素。通过对橘朵满意度得分的计算，发现消费者对橘朵产品宣传的产品外观满意度得分最高，说明橘朵在产品外观中深受消费者的喜爱，消费者对其产品外观很满意。通过人口变量分析发现，个人层面的性别、职业对橘朵满意度具有显著的影响。综合实际调研提出了相关对策和建议，由于消费者在产品质量的打分较低，故橘朵品牌应该注重产品质量的改进。橘朵品牌也应该根据名牌或者爆款化妆品品牌的发展历史，取其精华、去其糟粕，制定出最适合自己品牌发展并可以实施长远的一套营销策略，争取引领国货美妆潮流。

Abstract: The Chinese cosmetics industry is currently experiencing robust growth, with a group of enterprises represented by the “Jueduo” brand leading the industry trends. This study aims to uncover the factors behind Jueduo’s success and provide insights for other Chinese cosmetics brands. This paper primarily adopts the methods of literature review and empirical analysis, utilizing software such as AMOS and SPSS to conduct descriptive statistical analysis, one-way ANOVA, correlation analysis, and regression analysis to explore the personal and product factors influencing Jueduo’s satisfaction. Through the calculation of Jueduo’s satisfaction scores, it was found that consumers are most satisfied with the appearance of Jueduo’s products, indicating that Jueduo’s product appearance is highly favored by consumers, and consumers are very satisfied with its product appearance. Population variable analysis revealed that gender and occupation at the individual level have a significant impact on Jueduo’s satisfaction. Based on comprehensive practical research, relevant countermeasures and suggestions have been proposed. Due to the relatively low ratings consumers gave for product quality, Jueduo brand should focus on improving product quality. The Jueduo brand should also draw on the development history of well-known or best-selling cosmetic brands, extract their essence, eliminate their shortcomings, and formulate a set of marketing strategies that are most suitable for its own brand development and can be implemented in the long term, striving to lead the trend of Chinese cosmetics.