Study Of Marketing Of Amore Pacific Group In China

The thesis is for the practical marketing environment, strategies analysis in China of the Korean cosmetic company AMOREPACIFIC. Some valuable experience are concluded for those similar cosmetic companies during the process of international expansion at the end of the thesis. As we all know that marketing is very important in the whole value chain. It’s an art and science to choose target markets and acquire,keep, and grow customers by creating, delivering and communicating superior customer value. This thesis will go deeper in AMOREPACIFIC’s environment segmentation, targeting and positioning as well as the marketing strategies( including the product, price, place and promotion)on the basis of marketing principles analysis.AMOREPACIFIC Group is one of the cosmetics leaders in South Korea with good development in Overseas expansion, which is the result of its practical international marketing strategies. But there are also something that AMOREPACIFIC should learn from its own action. All of these experience will be of great value to cosmetics companies in both China and other countries.The thesis consists of five parts except for the introduction, which give a comprehensive analysis of AMOREPACIFIC’s marketing strategies in China. The first part is for introduction of AMOREFACIFIC’s development in China. The second part is about marketing environment in micro perspectives. The third part analyzes the its marketing strategies in China. And the next part is the heart of this thesis. It shows marketing strategies combination 4Ps. And the last part will make a conclusion for all experience and lessons from the whole analysis, giving much more thinking and advice for Chinese companies in expansion.