The current Chinese cosmetic market is advancing more rapidly than the rate of GDP. The Chinese cosmetic market, which is arriving at its maturity, is showing its great potential. After the 1900s, Chinese cosmetics have expeditiously grown with the an... The current Chinese cosmetic market is advancing more rapidly than the rate of GDP. The Chinese cosmetic market, which is arriving at its maturity, is showing its great potential. After the 1900s, Chinese cosmetics have expeditiously grown with the annual average of a 10% increase, and with this fast profit increase, the market size is expected to reach 191 billion Yuan. Recently in China, due to a lasting effect of Korean soap operas, K-POP, and other factors, Korean products, especially Korean cosmetics, have gained preferences from Chinese consumers. For instance, because of a soap opera called, A Man From Another Star, many products such as cosmetics, glasses, and high heels used by the main character, Jeon Ji-hyun, became popular in China. This is especially true of skin care products from Hanyul and Lipsticks from IOPE, which are Amore Pacific’s brands, and representatively popular. Thus, this study is based on the strategy of Korean Cosmetic industry’s entry into Chinese market by focusing the analysis on the case of Amore Pacific. This thesis is analyzed through publications, published thesis, and statistics and research s by government, research institute, or various organizations. It is composed of six chapters. The first introduction chapter explains background, purpose, composition, and method of the research. The second chapter conducts a study about the current state of Korean cosmetics in the Chinese market. The third chapter analyses preceding research. The fourth chapter individually analyses the successful case of Amore Pacific in Chinese market, Amore Pacific’s 4Ps strategy, and Amore Pacific’s SWOT. The fifth chapter compares and analyzes other international enterprises in the Chinese market. The sixth chapter analyzes the results of the surveys, which were carried out targeting Chinese tourists at Incheon Airport. The seventh chapter is composed of this ’s summary and conclusion of the main contents. The study analyzed the successful case of Amore Pacific in the Chinese market, but the main result used the analysis of 4Ps strategy and Amore Pacific’s SWOT. Amore Pacific carries an important meaning in the sound growth of the Chinese Cosmetic market and when the results of the study are combined, it is as follows: First, the preference of Korean popular culture and affinity towards Korean stars were suggested as the factors that affect Korean soap operas. The preference of Korean stars is formed by their reliability and magnetism but mostly, their magnetism is more preferable than their reliability. Second, the targets of the questionnaire survey were in their twenties and thirties. Since the percentage of college students was comparatively high, the study tried to find the relationship between the brand image and satisfaction of Korean cosmetics based on the customers’ age, academic background, occupation, and income level in the empirical study, but the rest of Korean cosmetics' preference types could not be carried out and had to be simply observed by the calculation in percentage. Third, as factors that influence Korean cosmetics, an advertisement attitude, using Korean culture preference, Korean image, and Korean stars is suggested. An attitude towards an advertisement promoting a star affects the product image when that advertisement is used. The attitude towards the image of Korea and an advertisement using a popular Korean star both have affected positively on the image of Korean cosmetics. When Korean enterprises’Chinese market entry is compared with the American brand, P&G, and the Japanese brand, Shiseido, America had its first entry in the early 1980s, followed by Japan in mid 1980s, and Korea in the early 1990s. These global enterprises show similarity in cooperating with Chinese enterprises when they first entered the Chinese market. However, they all show great differences in market entry strategies. European enterprises that entered China in the very beginning had to undergo trial and error. Japanese enterprises with a conservative approach minimized the trial and error by going through a direct export and a direct investment in late 1980s. By entering coastal regions such as Shanghai, Gwangzhou, and Shenzhen where Chinese government pushed an economic opening forward, advance enterprises acquired an effect of market preoccupancy. Whereas, by focusing an entrance in Bohai Bay region such as northeast of China, Korea could not target the entire Chinese market and showed a great difference in target market.
최근 중국의 화장품 시장은 GDP의 증가속도보다 더 빠른 속도로 성장하고 있다. 성숙기로 들어가고 있는 중국 화장품 시장은 큰 잠재력을 보이고 있다. 중국 화장품 시장은 1990년 대 이후 연... |
