Author(s)

Li Zhixuan, Gao Hanchen, Liang Feifan

Corresponding Author

Li Zhixuan

Abstract

With the deepening of society's concept of beauty makeup, “lipstick” has become one of the essential cosmetics for young women. In the beauty industry, where luxury brands compete with each other, it is difficult for domestic brands to gain a foothold in the market. In this paper, the target consumer group of Chinese female college students is analyzed from two aspects of psychological factors and external environmental factors, combined with primary and secondar y data, to analyze the influencing factors of their consumption decisions on lipstick. Based on the above analysis, relevant suggestions on marketing strategies for domestic beauty brands are proposed.

Keywords

Chinese female college students; Lipstick; Marketing Strategy