한국 화장품산업의 중국시장 진출전략에 관한 연구

Abstract

ABSTRACT

A Study on the Entry Strategy into Chinese Market by Korea Cosmetics Industry

Lin Nan Advisor : Prof. Park Ro-Kyung Ph. D. Department of International Trade Graduate School of Chosun University

China's economy has been remarkable since the economic reform started in 1978. Since 1980 the China economy was brought up rapidly. The rate of economic growth has increased at 10% every year and increment is going to progress now too. The China economic growth is astounded. Many economy experts already estimate these things. After that, the China has turned into what we call "world factory". The highest growth of China economy increased the Chinese income remarkably. Chinese life style was also changed and the culture of expense diversity exchanged too. Chinese daily life as a consumer likes to buy high quality or priced products, compared to those of the past, because they have made a fortune already. Therefore Korean company can hold the good opportunity because Korea is a neighbor's country right near the China. We need to study their propensity to consume moreover, for example, “How can Chinese people exchange their propensity to consume ?”, “What do they want in their life ?”. The present time, the consumption of China is the highest in the world, many Chinese people buy the highest products all the fields, and they will discharge delightfully. So Korean company utilizes this opportunity and should work out export tactics and strategies. Now China cosmetic field is growing magnificently every year. Especially Chinese women want to buy the highest product from foreign made articles and their taste were elevated. To cope with this situation, Korean cosmetic company should make a plan for the marketing strategies into Chinese market. This thesis tries to explain the Korean cosmetic company's entry strategy into Chinese market. In today's chinese cosmetic market, skin care and make-up are the major two sectors of this market. They both occupied about half the market as the development of medical cosmetics has speed up the production. Children skin care and men's skin care are the most interesting three sectors in the market. Korea cosmetic company need to pay attention these things too. We have already known that China economy has amazingly grown up. This is good opportunity for Korea. All the Korean companies should take this opportunity including all cosmetic field. In conclusion, entry strategies into Chinese market are as follows. First, after the SWOT analysis between Korea and China in the field of cosmetic field, strong points should be emphasized and weak points should be improved. Second, multinational companies has already shared the cosmetic field, therefore, Korea company should analyze the purchasing power, and propensity to consume more closely including aggressive marketing survey. Third, advertisement of high-classed cosmetic magazine or the use of outdoor billboard are strongly recommended, because the use of TV will make the Korean products the low-priced cosmetics. Fourth, Korean company should cultivate the men or women of talent to the localized special salesperson. Fifth, Korean cosmetic company should focus the agricultural district as the core market, because the 1 billion people lives in the rural area.