| In recent years, with the rapid development of China's economy and the acceleration of economic globalization, more and more international brands to enter the Chinese market, some successful and some failure; Therefore, international brand products, how to effectively integrated into the Chinese market of the common problems are highlighted.Multinational corporations in the globalization economic activities, implement localization brand communication strategy is more and more be placed in the important position. "Localization", refers to the overseas subsidiary of multinational corporations in the process of the host country is engaged in the production and business activities, to quickly adapt to the host country's economic, cultural, political, environmental, fade color of enterprise's home country, in personnel, capital, the source of the product components, implement localization strategy in such aspects as technology development, make it a real local companies.South Korean makeup brand in China has a prominent competitive advantages, this makes the south Korean cosmetics in China has formed a relatively stable and fast development of huge market, especially for the south Korean cosmetics in China woman love has become a fashion nowadays. Delve into the south Korean cosmetics in the Chinese market, therefore, the causes of the formation of competitive advantage, to promote the south Korean cosmetics enterprises to further expand the marketing in China has very important practical significance. Based on LG group subsidiary company LG Household & Heath Care cosmetics brand, for example, through questionnaire survey and other ways to understand health company LG Household & Heath Care cosmetics brand for influence in the Chinese market, analysis of LG Household & Heath Care company cosmetic problems that exist in the process of brand promotion, and for the LG Household & Heath Care cosmetics brand promotion provide optimization strategy of the company. |
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