韩国化妆品公司上海进出方案

发布时间：2019-05-08 09:34

【摘要】：目前中国是世界最大的市场,其中化妆品领域随着经济的发展成为充满活力的急速发展的产业,所以爆发式地成长的中国化妆品产业的内需市场可以说规模相当可观。尤其是大型韩国化妆品业界之所以能够抢先占领中国市场正是因为其并不逊于外国有名化妆品的品质和设计,以及具有竞争力的价格。此外,韩流热风也起到了很大的作用。但是,海外先进化妆品企业也竞相通过在中国市场迅速地接受和对应当地的相关法规和地区的特性事项等来扩大市场。化妆品产业如同红海(red-ocean)—样,许多公司人驻其中,以后捋有更多的公司人驻其中。其中韩国的中小企业品牌虽然很容易成功地人驻中国,但还存在许多需要解决的问题。为了未来的成功,须树立长期的目标,培养中国专家,积极促进产品开发、流通、价格、广告、宣传和品牌育成的本地化营销战略的开展。即符合中国化商品市场的4阶层化的品牌攻势,向着中国化妆品消费核心目标,基于不同于外国化妆品的差别化宣传多样的化妆品。此外,遵守关于中国贸易法规的条件,高度重视中国严格的卫生检查,以及实现生产和RD功能的本地化,研究和实现中国人需要的产品开发和销售价格,引导为中国的化妆品产业发展贡献力量的积极意识。该研究的目的是通过关于中国化妆品市场环境的变化和人驻中国本地的国内外化妆品企业以何种方式人驻中国,并基于此以后实施何种形态的战略才能成功的事例分析提出韩国汉方化妆品‘羡’的中国人驻战略。现如下整理韩国中小企业化妆品品牌的中国入驻战略：第一,须耐心地等待和坚持不懈地开发交易对象和扩大市场;第二,全球化品牌的营销战略和以差别化的本地化为中心的营销战略；第三,须持续地开发差别化的产品;第四,产品不仅面向韩国和中国市场,而且还要面向世界,具有世界级的品牌名称;第五,确保销售据点,最大限度地利用原有的流通网,与确保当时的销售利益相比,更重视确保营业网。
[Abstract]:At present, China is the largest market in the world. With the development of economy, cosmetics industry has become a vigorous and rapidly developing industry, so the domestic demand market of the explosive growth of China's cosmetics industry can be said to be quite sizeable. In particular, the large South Korean cosmetics industry is able to predominate the Chinese market because it is not inferior to the quality and design of foreign famous cosmetics, as well as competitive prices. In addition, the Korean hot wind also played a great role. However, overseas advanced cosmetics companies are also competing to expand the market by rapidly accepting and responding to local regulations and regional characteristics in the Chinese market. The cosmetics industry is like the red-ocean, with many companies in it and more in the future. South Korea's small and medium-sized enterprises brand although it is easy to successfully resident in China, but there are still many problems to be solved. In order to be successful in the future, we must set a long-term goal, train Chinese experts, actively promote product development, circulation, price, advertising, publicity and brand development of localized marketing strategy. That is, the 4-level brand offensive in line with the Chinese commodity market, towards the core goal of Chinese cosmetics consumption, based on different cosmetics from foreign countries to promote a variety of cosmetics. In addition, abide by the conditions of China's trade laws and regulations, attach great importance to China's strict health inspection, as well as localization of production and RD functions, research and implement the price of product development and sales required by the Chinese, Guiding the positive consciousness of contributing strength to the development of China's cosmetics industry. The purpose of the study is to study the changes in the environment of the Chinese cosmetics market and the ways in which people are stationed in China by domestic and foreign cosmetics companies. And on the basis of what form of strategy can be successfully implemented in the future, this paper puts forward the "envy" Chinese resident strategy of Korean Chinese cosmetics. China's entry strategy to organize cosmetics brands of small and medium-sized enterprises in Korea is as follows: first, it is necessary to wait patiently and unswervingly to develop trading objects and expand the market; Second, the marketing strategy of the global brand and the marketing strategy centered on the localization of differentiation; Third, we must continue to develop differentiated products; fourth, products not only for the Korean and Chinese markets, but also for the world, with a world-class brand name; Fifth, ensure the sales base, maximize the use of the existing circulation network, than to ensure that the profits of the sales, more emphasis on ensuring the business network.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F416.72

【相似文献】