A Study of Chinese Customer’s Demand on Thai Skin Care Product under the Framework of Customer Knowledge Management

Customer knowledge management refers to the source and application of customer knowledge, it is an activity to acquire customer knowledge and understand customer demand. It contains three steps: knowledge about customers, knowledge from customers, and knowledge for customers. This paper focuses on Chinese female customers’ demand for skin care products, takes Chinese women aged 20-40 as the research object, takes customer knowledge management theory as the research framework, and uses the Kano model as the research tool to investigate Chinese customers’ demand for skin care products. Through Kano’s results, it is concluded that Chinese female customers mainly have 7 must-be demands, 5 one-dimensional demands, 9 attractive demands, and 8 indifferent demands. According to the Kano results, this paper makes a comparison between Thai skincare products’ current functions and identifies the actual demands of Chinese customers. Finally, this paper summarizes the problems that need to be improved in Thai enterprises and proposes effective measures.