Study On Marketing Strategy Of South Korea Cosmetic Company In China

Since the1970s China Reform and Opening up has been opened from the coastcities to mainland, from east to west districts. China’s average annual economicgrowth rate have reached9.5%,2008Olympic Games held in Beijing,2010WorldExpo held in Shanghai. China’s economic phase has increased. Following economicdevelopment, personal income also has increased, so it has leaded to the rapiddevelopment of China’s cosmetics market. As China’s cosmetics market has greatpotential, it has attracted many multinational companies enter the Chinese market, ithas caused the competition fierce. How to use the marketing strategy for their owndevelopment in the Chinese market in order to get the hearts of Chinese consumersand foreign cosmetics companies has become a matter of concern; how to rely on theenterprise’s own strengths, seize opportunities, overcome weaknesses, avoid risks,develop appropriate marketing strategies in the Chinese market are the key to futuresuccess. In this paper, using marketing theory, the status quo of China’s cosmeticsmarket and marketing strategy of foreign company has analyzed. As a sample study,as those who entered the Chinese market a little later South Korea’s Amore Pacificcosmetics group, first of all, using PEST analysis tool, analyze the macro-environment analysis of the enterprise; the use of SWOT analysis carried out withinthe enterprise environment analysis; to the marketing mix theory-based, the AmorePacific group’s marketing strategy has analyzed. Through the above analysis, theSouth Korean cosmetics company’s specific marketing strategy, mainly:1. Customer-oriented market research;2. Localization of employees;3. Product differentiation;4.Scale expansion of the brand;5. Improve the brand image of the promotionalactivities;6. Open up new channels.This study is based on the analysis of corporate marketing environment andmarketing strategy for a large number of information collection and analysis, I hope toenter the Chinese market with Korean cosmetics companies have a certain referencevalue.