A Study On Marketing Strategy Of Korean Cosmetic Company In China

Cosmetics are one of consumer products that are popularized faster and more competitive in China in recent years.After over ten years of training and development of cosmetics,China has become the Asian second largest,the world's eighth largest cosmetics market.Competition among of cosmetics has evolved into all round competitions of prices,sales model,market propaganda,marketing channels,corporate culture,and many other forms.Facing these various changes,cosmetic enterprises have examined and adjusted their own marketing strategies to meet the challenges of fierce market.This paper applied marketing management theory and competitive analysis model of Port industry and SWOT analytic method in enterprises' strategic management.By selecting Korea Amore Pacific Group as the object of study,analyzing systematically the current situation of China's cosmetics market,especially focusing on the evaluation and analysis in respect of the selection of target market,product positioning,optimization of sales channels,competitive strategy and other aspects,the position of cosmetics of Amore Pacific Group in competition in Chinese market is made clear.This paper discusses the advantages and disadvantages possessed by cosmetics of Amore Pacific Group and proposes the marketing strategy which should be adopted by cosmetics of Amore Pacific Group by combining the market development,providing scientific foundation for decision making of the development in China of cosmetics of Amore Pacific Group in future.The objective of this paper is to set up the advancing plan of Korean cosmetics into the China market.In order to achieve the this purpose,literature research and data analysis have been processed concentrating on the domestic/foreign literature such as papers,statistics data,books,reports,and internet sites related to the cosmetics industry.For Korean cosmetics to increase the market share in Chinese cosmetics market,therefore,it is necessary to enhance the brand image,utilize the advertisement media,increase the use of SNS,develop the Chinese brand naming for differentiation,adopt an experience marketing strategy,open a cosmetics festival and exhibition of superior Korean products,sub-divide the market by each locality and attack the niche market,develop a new distribution channel,utilize the Chinese on-line market,prepare thoroughly in advance,perform the cosmetics marketing for the micro-blog era,andbring up professionals for Chinese market.To attack Chinese cosmetics market,that holds the infinite possibility and potential,thorough understanding of Chinese culture must be preceded than any other matters.It will be the substantial strategy for Korean cosmetics to take over the predominance in the arena of competition,Chinese cosmetics market,where many Chinese local brands and imported foreign brands are competing severely with each other.