Abstract With the improvement of living standards, people's quality of life also will be more and more high-end. At the same time, they have a deeper quest for the skin care, the pursuit of the skin care products are increasingly showing a trend of high-end and international. Which means domestic products cannot satisfy the consumers any more, particularly female consumers’ desire for consumption. They start to turn to the international market for more choices, Japan becoming another choice after the United States and Europe. What can be seen from the development of domestic cosmetics industry is that the global skin care products are steadily developing. Shiseido, established in 1872 in Japan, attracted a great deal of domestic and foreign consumers with its high-quality and high service, especially the Chinese consumers. After a century baptism, collision and fusion of Eastern and Western cultures, it can maintain its unique position in the increasingly fierce cosmetics industry. Currently, Shiseido cosmetics counters almost cover the whole of China's high-end shopping malls, what is more shocking  is that more and more people are willing to go abroad to buy Shiseido brand products.42289

This research paper aims to study the consumption motivation of Shiseido brand products, which brings inspiration to explore the development of China's cosmetic industry and new directions.

Key Words:  Cosmetic     Shiseido     Consumption Motivation 

摘 要随着生活水平的提高，人民的生活品质也随之越来越高端，同时对护肤也有了更深层次的追求，消费者对护肤品的追求也越来越呈现出高端化，国际化的趋势。国内的产品远远不能满足消费者，尤其是女性消费者的消费欲望。她们开始转战国际市场，日本成为继欧美国家后的又一选择。从国内外化妆品行业的发展可以看出，全球护肤品正在稳步发展。

创办于1872的日本资深堂,在其发展过程中依靠高品质、高服务的宗旨深受国内外广大消费者的喜爱,特别是中国化妆品消费者始终对其青睐不已。在经历了世纪风霜的洗礼、东西方文化的碰撞和融合后，依旧在日趋激烈的化妆品行业中保持着其自身独特的地位。目前,资生堂化妆品专柜几乎已经覆盖全中国的高档商场,更令人震惊的是，越来越多的国人甚至走出国门购买资生堂品牌的产品。      

本课题旨在通过研究资生堂品牌产品的消费者购买动机，探索其为中国化妆品产业的发展所带来的启示和新方向。

毕业论文关键词：化妆品     资生堂     消费动机 

 contents

Abstract.ⅰ

摘要.. .. .. ⅱ

Contents..ⅲ

Chapter One Introduction 1

1.1 Background and Significance 1

1.2 Theory and Methodology 2

1.3 Content and Structure 4

Chapter Two Literature Review 7

2.1 Definition of Consumption Motivation 7

2.2 Theories of Motivation 8

2.3 Marketing strategy Based on Motives 10

Chapter Three Methodology 13

3.1 The Subjects of the Research 13

3.2 Procedures 14

Chapter Four Results and Discussion 18

4.1 The Research Result 18

4.2 The Discussion of the Result 19

Chapter Five Conclusion and Research Implications