1. Introduction

化妆品零售行业是一个充满活力和创新的行业，随着消费者的需求和偏好的多样化和个性化，化妆品零售企业面临着市场环境的不断变化和竞争对手的不断挑战。为了在激烈的市场竞争中脱颖而出，化妆品零售企业需要对市场进行深入的了解和分析，以便制定有效的战略决策和市场营销方案。市场调查是化妆品零售企业获取市场信息和洞察的重要手段，通过系统地收集、整理、分析和解释与市场相关的数据，市场调查可以帮助化妆品零售企业识别市场机会和威胁，评估市场需求和潜力，了解消费者的行为和态度，分析竞争对手的优势和劣势，以及测试和评估产品、价格、渠道和促销等营销组合的效果。

市场调查的过程和方法根据不同的目的和情境而有所差异，但一般包括以下几个步骤：确定市场调查的目标和范围，设计市场调查的方案和工具，选择和实施市场调查的方法和技术，收集和处理市场调查的数据，分析和解释市场调查的结果，以及撰写和呈现市场调查的报告。市场调查的方法和技术主要分为两大类：定量研究和定性研究。定量研究是指通过数学和统计的方法，对大量的数据进行测量和分析，以得到客观和可量化的结果。定量研究的常用方法有问卷调查、实验、观察等。定性研究是指通过非数学和非统计的方法，对少量的数据进行描述和解释，以得到主观和深入的结果。定性研究的常用方法有访谈、焦点小组、案例分析等。

为了更好地理解和掌握市场调查的过程和方法，本文选取了三个化妆品零售行业的市场调查经典案例，分别是欧莱雅、雅诗兰黛和完美日记的市场调查案例，从不同的角度和层面，展示了市场调查的目的、方法、过程和结果，以及市场调查对化妆品零售企业的战略决策和市场营销的指导作用。

二、欧莱雅的市场调查案例

L'Oreal is a French cosmetics company with a number of well-known cosmetics brands. The development history of L 'Oré al in the Chinese market can be divided into three stages: the first stage is from 1997 to 2003. L 'Oré al is mainly high-end brands, mainly for high-income consumers in first-tier cities, and sells through counter channels. The market share is low, but the profit is high; the second stage is from 2004 to 2010. L 'Oré al started to expand its market to second-tier and third-tier cities, selling through supermarkets and online channels, the market share has increased significantly, but the profit margin has declined; the third stage is from 2011 to the present, L'Oréal has focused on a multi-brand strategy, covering the Senior high school low-end market, covering all regions of the country, and selling through diversified channels, market share and profit margins Both maintain a leading position.

欧莱雅在中国市场的成功，离不开其对市场调查的重视和投入。欧莱雅在中国设立了专业的市场调查部门，每年投入数千万美元进行市场调查，涉及产品、价格、渠道、促销、竞争对手、消费者等多个方面。欧莱雅的市场调查方法包括定量研究和定性研究，其中定性研究占比较大，主要有以下几种形式：

（1）家访。欧莱雅的市场调查人员会定期拜访消费者的家庭，观察和记录消费者的生活环境、家庭结构、购买习惯、使用习惯、存货情况、满意度等信息，以了解消费者的真实需求和偏好。

（2）深度访谈。欧莱雅的市场调查人员会邀请消费者到公司或第三方机构进行一对一的深度访谈，通过半结构化或非结构化的问答方式，探讨消费者对化妆品的认知、态度、感受、期望等心理层面的问题，以获取消费者的深层动机和价值观。

（3）焦点小组。欧莱雅的市场调查人员会组织6至10名消费者参与一个主题的讨论，由一名主持人引导和激发消费者之间的交流和互动，通过观察和记录消费者的言语、表情、肢体等非言语信息，以捕捉消费者的情感和态度。

(4) Neuromarketing. L'Oréal's market researchers will use EEG, eye movement, galvanic skin response and other instruments to measure consumers' brain activity, eye movement, skin conductance and other physiological reactions when exposed to cosmetics, so as to reveal consumers' subconscious and instinctive reactions.

欧莱雅的市场调查结果为其在中国市场的战略决策和市场营销提供了有力的支持和指导。以下是欧莱雅的市场调查结果在其实际运营中的应用案例：

（1）针对中国消费者的肤色和肤质特点，欧莱雅开发了专门的产品和配方，以满足消费者的美白、保湿、抗衰老等需求。例如，欧莱雅推出了针对亚洲女性的“水光针”系列，利用水光针技术，为肌肤提供深层补水和光泽，受到了消费者的欢迎。

（2）针对中国消费者的消费心理和行为特点，欧莱雅采用了不同的市场细分和定位策略，以满足消费者的不同需求和偏好。例如，欧莱雅将中国市场分为四个层次：高端市场、中高端市场、中端市场和低端市场，分别对应不同的品牌和产品。欧莱雅还根据消费者的年龄、性别、生活方式等特征，进行更细致的市场细分和定位。

（3）针对中国消费者的购买渠道和方式的多样化，欧莱雅建立了多元化的渠道体系，以覆盖不同的消费场景和触点。例如，欧莱雅在专柜、超市、网上、社交媒体、直播等渠道上都有布局，通过不同的渠道提供不同的产品、服务和体验，以吸引和留住消费者。

（4）针对中国消费者的社会责任和环保意识的提高，欧莱雅积极履行其企业社会责任，以树立良好的品牌形象和口碑。例如，欧莱雅参与了“美丽中国”计划，通过植树、节能、减排、回收等措施，为中国的可持续发展做出贡献。

3. Estee Lauder's Market Research Case

Estee Lauder is an American cosmetics company with a number of high-end cosmetics brands. The development history of Estee Lauder in the Chinese market can be divided into two stages: the first stage is from 1993 to 2008. Estee Lauder is mainly high-end brands, mainly for high-income consumers in first-tier cities, and sells through counter channels. The market share is relatively high, but the growth rate is slow; the second stage is from 2009 to the present. Estee Lauder has started to expand its market to second-tier and third-tier cities based on multi-tier cities and through online and tourism channels, both market share and growth rate remain leading.

雅诗兰黛在中国市场的成功，也离不开其对市场调查的重视和投入。雅诗兰黛在中国设立了专业的市场调查部门，每年投入数百万美元进行市场调查，涉及产品、价格、渠道、促销、竞争对手、消费者等多个方面。雅诗兰黛的市场调查方法包括定量研究和定性研究，其中定量研究占比较大，主要有以下几种形式：

(1) Questionnaire survey. Estee Lauder's market researchers regularly issue or send questionnaires to consumers to collect basic information, purchasing behavior, usage behavior, satisfaction, loyalty and other data through structured or semi-structured questions to understand the general situation and feedback of consumers.

(2) The experiment. Estee Lauder's market researchers regularly conduct experiments in the laboratory or in the field to test consumer responses to different products, prices, channels, promotions, etc. by controlling variables and observing results to assess the effectiveness of different marketing combinations.

3) Observation. Estee Lauder's market researchers regularly observe at the counter or in other places to understand the actual behavior and influencing factors of consumers by recording the purchase process, use process, communication process, etc.

雅诗兰黛的市场调查结果为其在中国市场的战略决策和市场营销提供了有力的支持和指导。以下是雅诗兰黛的市场调查结果在其实际运营中的应用案例：

(1) In response to the younger trend of Chinese consumers, Estee Lauder has launched brands and products for young consumers to attract and cultivate young consumers. For example, Estee Lauder launched the "Yueshi Fengyin" brand, which is specially designed for young consumers. The products include makeup, skin care, perfume, etc., the price is relatively close to the people, the style is relatively lively, and it is loved by young consumers.

（2）针对中国消费者的网购习惯和偏好，雅诗兰黛加强了其网上渠道的建设和运营，以提高其网上销售的份额和效率。例如，雅诗兰黛在天猫、京东、小红书等平台上都有自己的旗舰店，通过提供专属的产品、服务和活动，以吸引和留住网上消费者。

(3) In response to the growth of Chinese consumers' tourism consumption, Estee Lauder has strengthened the layout and management of its tourism channels to seize the opportunities and potential of tourism consumption. For example, Estee Lauder has its own counters or counters in airports, duty-free shops, cruise ships and other tourist places to attract and satisfy tourist consumers by providing professional products, services and experiences.

（4）针对中国消费者的社交媒体的使用和影响，雅诗兰黛加强了其社交媒体的运用和营销，以提高其品牌的知名度和美誉度。例如，雅诗兰黛在微博、微信、抖音等社交媒体上都有自己的官方账号，通过发布有趣的内容、互动的话题、吸引的活动，以吸引和影响社交媒体用户。

Market Research Case 4. Perfect Diary

Perfect Diary is a Chinese cosmetics company that owns a number of emerging cosmetics brands. The development history of Perfect Diary in the Chinese market can be divided into two stages: The first stage is from 2016 to 2018. Perfect Diary is mainly low-end brands, mainly for low-income consumers in third-tier and lower cities, and is carried out through online channels. Sales, market share is low, but the growth rate is fast. In response to the younger trend of Chinese consumers, Perfect Diary has launched brands and products for young consumers to attract and cultivate young consumers. For example, Perfect Diary launched the "Little Mustang" brand, which is specially designed for young consumers. The products include makeup, skin care, perfume, etc., with relatively low prices and relatively trendy styles, which are loved by young consumers.

针对中国消费者的网购习惯和偏好，完美日记加强了其网上渠道的建设和运营，以提高其网上销售的份额和效率。例如，完美日记在拼多多、快手、抖音等平台上都有自己的旗舰店，通过提供优惠的产品、服务和活动，以吸引和留住网上消费者。

Aiming at the use and influence of social media by Chinese consumers, Perfect Diary has strengthened its social media use and marketing to improve its brand awareness and reputation. For example, Perfect Diary has its own official accounts on social media such as Weibo, WeChat, and Douyin. It publishes interesting content, interactive topics, and attractive activities to attract and influence social media users.

5. Conclusion

By analyzing three classic cases of market research in the cosmetics retail industry, this paper discusses the purpose, method, process and results of market research, as well as the guiding role of market research in the strategic decision-making and marketing of cosmetics retail enterprises. This paper finds that market research is an important means for cosmetics retail enterprises to obtain market information and insight, the methods and techniques of market research should be selected and adjusted according to different purposes and situations, and the results of market research should be applied and transformed according to different market environment and competitive situation. This paper hopes to provide some reference and enlightenment for the market investigation of the cosmetics retail industry.