近几年移动互联网用户在不断增加，随着线上购物的人数越来越多，电商平台间的竞争压力也越来越大。美妆品类作为行业快速发展及销售高速增长的品类之一，也是各大电商平台争相获取消费者的重要阵地之一。笔者就职的A公司电商平台是国内最大的B2C电子商务平台，以自营业务为主，在行业内始终保持良好口碑。但是，A平台的美妆品类增长一直不温不火，不及其他几家头部线上购物平台。如何能够通过加强顾客感知价值因素的提升，从而吸引更多用户来到A平台美妆品类进行浏览、加购、下单、成交、复购推荐等，是公司期望迫切解决的问题之一。

    本文通过研究国内外对消费者行为、顾客感知价值等经典理论文献，并深入探究两者延展应用后的符合当代电商环境的SICAS理论和电商平台顾客感知价值的要素影响，奠定下分析模型基础；然后，查阅行业资料并获取A公司的一手信息，对美妆行业、线上美妆业务现状、A公司及A公司美妆电商业务进行了现状阐述，为后续更深入的分析并提供优化策略打下基础；最后，进行问卷调查法，参考已有的顾客感知价值在电商购物环节的成熟量表作为调研模型基础，再通过企业内部专家调研、用户深访调研修正问卷，最终将终稿问卷在A平台站内进行投放，结果发现用户对交互设计价值、安全价值的感知情况较差，这也进一步印证前述的三类问题的存在性。最后，基于现有问题，对A公司美妆业务在心智种草、直播、搜索推荐、商品信息、价格优势、送礼痛点解决等环节予以有效建议。

    本次研究给我们对顾客体验的启示是，应关注到用户从萌发念头到愿意推荐的全链条消费行为，并关注顾客感知价值各要素下对用户产生的购买决策影响。因此，对于平台而言，在高速扩张业务的同时，也应关注在网站精细化运营角度上可提供给用户的购物便捷度及舒适体验，从而在流量遇到瓶颈的今天，也可以提升用户下单购买的转化率，从而提升平台销售额，最终实现平台与品牌方的双赢。本文基于理论与实际相结合而出发，有大量的前沿实践资料与消费者实际诉求信息，具有较好的代表性与实践价值。

In recent years, the number of mobile Internet users has been increasing, and the number of people shopping online are increasing as well. The competition among e-commerce platforms are getting intense. Beauty cosmetics category, as one of the categories that are still developing rapidly with growth of sales, plays an important role for major e-commerce platforms to win customers. COMPANY A, where the author works for, is the largest B2C e-commerce platform in China. It is mainly self-operated and has always maintained a good reputation in the industry. However, the growth of beauty cosmetics category in COMPANY A has been tepid, lagging behind other leading online shopping platforms. Therefore, COMPANY A is eager to improve customer perceived value toward the platform, so that more customers will be attracted to browse, put in the cart, place an order, close a deal, and recommend beauty products on platform to others.
The analysis model of this paper is based on the research of the domestic and foreign classical theoretical literature on consumer behavior and customer perceived value, combined with the SICAS theory which in line with current e-commerce environment and the element influence of e-commerce customer perceived value. Next, case study method is adopted. Field investigation and analysis are made on the beauty industry, online beauty business, COMPANY A overview and its beauty e-commerce business. After understanding COMPANY A’s business, three key issues are summarized based on the consumer purchase journey elements in SICAS theory: the awareness toward platform, the easiness of finding right product on platform, the willingness of sharing after purchase. Finally, carries on the questionnaire survey method. The existing mature scale to measure customer perceived value in e-commerce shopping is referenced as the basis of questionnaire design, followed by internal expert interview and customer interview, and the outputs from interview further enhance the questionnaire. The final version questionnaire is launched through COMPANY A platform. The results found that customers' perception of interactive design value and security value is the worst. This further confirms the existence of the aforementioned three issues. Based on these identified issues, the author gives effective suggestions for COMPANY A's beauty business in grass planting, live broadcasting, search and recommendation, product information, promotion value, gift giving and other aspects.
 The enlightenment of this study on customer experience is that we should pay attention to the entire chain of consumption behavior from the germination of ideas to the willingness to recommend, and pay attention to the influence of the customer's perceived value on the user's purchase decision. Therefore, for the e-commerce platform, while expanding business at a high speed, they should also pay attention to the shopping convenience and comfortable experience that can be provided to users from the perspective of refined website operation. As a result, when traffic encounters bottleneck today, it can also increase the conversion rate of more users willing to place orders and purchases, thereby increasing platform sales and ultimately achieving a win-win situation between the platform and the brand. This article is based on the combination of theory and practice. There are a large number of cutting-edge practical materials and consumers' voices, which have good representativeness and practical value.