韩国化妆品在华竞争优势分析
发布时间：2019-03-01 10:56
【摘要】：韩国化妆品牌在中国具有比较突出的竞争优势,这就使得韩国的化妆品在中国已经形成了相对稳定且快速发展的庞大市场,尤其是中国的女性对于韩国化妆品的喜爱已经成为时下的一种风尚。因此，，深入探讨韩国化妆品在中国市场上竞争优势形成的原因,对推动韩国化妆品企业在华营销的进一步扩大具有十分重要的现实意义。 通过对韩国化妆品在华营销的历程的分析,精准的展示了韩国化妆品牌在华竞争优势形成的过程和韩国化妆品企业所具有的技术优势、文化优势和品质优势的突出特点,基于此结果进一步引申出韩化妆品品牌在华竞争优势形成的根本因素是由于韩国化妆品品牌在中国市场上的营销正确的运用了质量与概念并重,用文化推销产品，多元化、多档次销售等手段,有效的为韩国化妆品品牌在中国市场上打造了良好的品牌形象,加深了在中国消费者当中的品牌影响力。当然,韩国化妆品品牌在中国的营销也不乏存在诸如销售渠道狭窄，对客户心理把握不准，营销策略不当等方面的问题。因此，研究结果表明韩国化妆品品牌要想进一步提升在中国市场上的竞争力,就必须以充分运用拓宽营销营销渠道、细化市场，走差异化路线、顾客服务和关系管理、坚持品牌营销理念、强化专业化的培训、适当运用营销策略技巧等措施作为保障。
[Abstract]:Korean cosmetics brands have a relatively prominent competitive advantage in China, which makes Korean cosmetics in China have formed a relatively stable and rapid development of a huge market. In particular, Chinese women's love for Korean cosmetics has become a fashion. Therefore, it is of great practical significance to probe into the reasons for the formation of the competitive advantage of Korean cosmetics in the Chinese market, and to promote the further expansion of Korean cosmetics marketing in China. Through the analysis of the marketing process of Korean cosmetics in China, the paper accurately shows the process of the formation of Korean cosmetics brand competitive advantage in China and the outstanding characteristics of Korean cosmetics enterprises in terms of technical, cultural and quality advantages. Based on this result, the basic factor of the formation of Korean cosmetics brand's competitive advantage in China is that the Korean cosmetics brand's marketing in China has correctly applied the quality and the concept, promoted the products with culture, and diversified. Multi-grade sales and other means, effective for Korean cosmetics brand in the Chinese market to create a good brand image, deepen the brand influence among Chinese consumers. Of course, Korean cosmetics brand marketing in China also has some problems such as narrow sales channels, uncertain customers' psychology, improper marketing strategy and so on. Therefore, the research results show that in order to further improve the competitiveness of Korean cosmetics brands in the Chinese market, we must make full use of them to broaden the marketing channels, refine the market, follow the differentiated route, customer service and relationship management. Adhere to the concept of brand marketing, strengthen professional training, appropriate use of marketing strategies and skills as a guarantee.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.72;F767.9
本文编号：2432362
[Abstract]:Korean cosmetics brands have a relatively prominent competitive advantage in China, which makes Korean cosmetics in China have formed a relatively stable and rapid development of a huge market. In particular, Chinese women's love for Korean cosmetics has become a fashion. Therefore, it is of great practical significance to probe into the reasons for the formation of the competitive advantage of Korean cosmetics in the Chinese market, and to promote the further expansion of Korean cosmetics marketing in China. Through the analysis of the marketing process of Korean cosmetics in China, the paper accurately shows the process of the formation of Korean cosmetics brand competitive advantage in China and the outstanding characteristics of Korean cosmetics enterprises in terms of technical, cultural and quality advantages. Based on this result, the basic factor of the formation of Korean cosmetics brand's competitive advantage in China is that the Korean cosmetics brand's marketing in China has correctly applied the quality and the concept, promoted the products with culture, and diversified. Multi-grade sales and other means, effective for Korean cosmetics brand in the Chinese market to create a good brand image, deepen the brand influence among Chinese consumers. Of course, Korean cosmetics brand marketing in China also has some problems such as narrow sales channels, uncertain customers' psychology, improper marketing strategy and so on. Therefore, the research results show that in order to further improve the competitiveness of Korean cosmetics brands in the Chinese market, we must make full use of them to broaden the marketing channels, refine the market, follow the differentiated route, customer service and relationship management. Adhere to the concept of brand marketing, strengthen professional training, appropriate use of marketing strategies and skills as a guarantee.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.72;F767.9
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本文编号：2432362
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