In the world cosmetic market the Chinese cosmetic market is showing the highest rate of growth. With a history of only over thirty years, its production scale has grown up to the 2nd place in the Asian market and the 8th place in the world market, glo...
In the world cosmetic market the Chinese cosmetic market is showing the highest rate of growth. With a history of only over thirty years, its production scale has grown up to the 2nd place in the Asian market and the 8th place in the world market, glorifying its vertical growth rate over a two-digit number every year. Now the Chinese cosmetic market is filled with all the advanced global brands such as P&G, Shiseido, Amway, Wella, and Roreal. These companies are fiercely competing.
Competition among 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 research was conducted for the Amore Pacific care based on the theoretical experiment. Also, the survey was made targeting the 164 females as the main Chinese consumers in Yantai, the Representative city of China. We tried our best to interpret the fact and result out by thoroughly analyzing the collected data.
According to the result of the research, it is analyzed that the Cosmetic product quality of Korea was proven to be relevant to the satisfaction rate of Chinese consumers. Therefore, the perceived quality of Korea’s cosmetic product is positively increasing the satisfaction of Chinese consumers in China. Accordingly, we can present the positive implication of this to the Korean Cosmetic companies entered in the Chinese market. In addition, Korean perceived quality factors of korean cosmetic product were relevant to the Chinese consumers’2nd purchase intention which means the good quality of Korean cosmetic products is positively influencing Chinese consumer’s second purchase decision.
It is now proven that Korean cosmetic products is the important variable which can positively influence the Chinese consumers and it’s also going to be the opportunity for the Korean cosmetic brand entering the Chinese market. This research result is also applicable to the other Korean companies in the different industries. According to that, Korean companies can predict the Chinese consumer market through the current movement of Korean Wave and by coming up with more successful marketing strategies by actively using the
Korean Wave, it is perceived that they could successfully enter the Chinese market without difficulties.
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