| Recently,the Chinese market has been receiving attention from all over the world for its dramatical economy growth and increased national income.The Chinese cosmetics market is also becoming the largest market in the world with its enormous potential.Korean cosmetics companies have-been successful since they entered the Chinese market in the early 1990s,and now Korea is the second-largest exporter of cosmetics in China.Under the Korean Wave,Korean cosmetics companies have created the preference image to Chinese.Among Korean Cosmetic Companies,Amore Pacific is a good model making their position in China.Before analyzing how Amore Pacific advanced in China successfully,this study examined the actual situation of the Chinese cosmetics industry and identified the characteristics of Chinese consumers,along with interpretation of current size,potential,and status of the Korean cosmetics in China.On the ground of these understanding,Amore Pacific's Strategy that has accumulated great brand-recognition in China is explored by using the analysis of SWOT,STP,and Marketing 4P.Through analyzing,can be found that Amore Pacific brands make their way in China differentially from other competitor and by localizing in China.Furthermore,Amore Pacific is necessary to identify consumer sentiment in "New-Retail" aspect,including e-commerce,and experience on the off-line store to catch post 90s interest who is leading Chinese market currently.Next,this study proposes the suggestion to cosmetic companies already in the Chinese market or plan to enter.Also,recommends keeping an eye on Niche markets,such as the rural market,homme market,and baby market,which have high potential. |
