Research On The Competitive Strategy Of Amorepacific Group’s Cosmetics Business In Chinese Market

Since the beginning of the 21st century,China has achieved vigorous development,and its economic growth has been driven by the huge domestic demand of over 1.4 billion people.At the same time,with the improvement of residents’economic level,their ideological cognition has changed,and their attention to external image has gradually increased,which has expanded the scale of Chinese cosmetics market and attracted many foreign enterprises to enter,and has formed a perfect competition situation.Amorepacific Group entered China in the early 1990s and achieved rapid development with the help of "Korean Wave"culture and good marketing strategy.However,the present is facing the European and American high-end cosmetics enterprise brand monopoly,and need to deal with the Chinese local cosmetics enterprises,the threat of mass brand rapidly layout,brand loyalty to reduce market share losses in weakened,price advantage and the shortage of cultural influence,many problems,the development environment of increasingly serious in China.Based on the competitive strategy theory,this paper analyzes the external environment of the enterprise and its own resources and capabilities,compares the main competitors,and finds that the enterprise has the core competitiveness of technology development,as well as opportunities in China’s policy environment,cosmetics market demand and consumer demand.Therefore,it is concluded that Amorepacific Group should adhere to the differentiated competition strategy,and put forward specific measures and optimization paths for the implementation of the strategy,such as brand differentiation,product differentiation,channel management ability improvement,marketing mode expansion and consumer service enrichment.