浅析韩妆在中国市场的营销策略-以爱茉莉太平洋公司为例_英语论文                     

A Brief Analysis on Marketing Strategy of South Korea Makeup in China—A Case Study of Amore Pacific  

摘要

在经济全球化大背景中，中国化妆品市场迅速发展。近年来，中国化妆品市场销售规模将近700亿，成为继美国、日本后的世界第三大化妆品市场，吸引了很多外国化妆品零售商前来竞争。在市场竞争力日趋激烈的情况下，如何运用适合自身发展的营销策略成为制胜关键。近年来，韩妆凭借地理，消费者心理等优势，选择合适的营销策略，在中国化妆品市场的崛起非常引人注目。

本文以爱茉莉太平洋集团为研究案例，在相关市场营销理论的基础上对韩妆在中国发展的市场环境以及企业本身的优势进行分析，探讨韩妆如何在竞争激烈的中国市场上获得巨大成功。分析韩妆的具体营销策略及特点，总结韩妆广受欢迎的原因以及对其他外资化妆品零售商和中国本土化妆品市场发展的启示。

关键词： 中国化妆品市场  韩妆  营销策略   爱茉莉太平洋集团

Abstract

During the ever-accelerated process of world economy integration,  China’s cosmetic market has got a rapid growth. For the past few years, the market sales have witnessed a booming increase to 70 billion, which attracted a lot of foreign companies. Due to the increasing competitive situation, applying useful strategies is the key of success. In  recent years, South Korea makeup is getting increasingly popular in China’s cosmetic market due to its own merits like suitable marketing strategies , the predominant geological location, favorable price and so on.

This thesis will take the Amore Pacific, a South Korea cosmetic company for instance and on the basis of marketing theories ,with the analysis of the China’s local cosmetic industry ,market environment and the advantages of South Korea makeup, a brief summary of its particular marketing strategies can be got and the contributors for its popularity can give enlightenments to the other oversea cosmetic retailers and Chinese local makeup industry.

Key words: Chinese Makeup market  South Korea makeup  marketing strategy    Amore Pacific Group

Contents

Chapter 1 Introduction.3

Chapter 2 Marketing Strategies and Influence Factors 5

2.1 Marketing Review.5

   2.1.1 Definition of Marketing.5

   2.1.2 Impacts of Marketing .5

2.2 Marketing Strategies.6

       2.2.1 Market Segmentation6

2.2.2 4Ps Theory.7

2.3 Environmental Factors7

        2.3.1MacroFactors7

        2.3.2 Micro Factors.8

Chapter 3 South Korea Makeup in Chinese Cosmetic Market10

   3.1 Characteristics of China's Cosmetic Market10

   3.2General Strategies of South Korea Cosmetic retailers in Chinese Market11

       3.2.1 Differentiated Marketing.11

       3.2.2 Brand Localization11

       3.2.3Merger and Acquisition12

   3.3 Amore Pacific Group12

   3.4 Marketing Strategies by Amore Pacific13

       3.4.1 SWOT Analysis.13

       3.4.2 Important Marketing Strategies of the Group.14

           3.4.2.1Brand diversification.14

           3.4.2.2Pricing strategy14

           3.4.2.3Promotion strategy.15

Chapter 4 Englightenments to China's Local Cosmetic from South Korea Makeup.16

4.1 Amore Pacific Group 16

4.2 Building Core Competitiveness17

   4.2.1 Awareness of Core Competitiveness .17

   4.2.2 Scientific and Systematical Management Structure.17

   4.2.3Professionalization in a Certain Kind of Product17

   4.3 Brand Image.18

Chapter 5 Conclusion.19

 Acknowledgments 20

 References 21