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한국 화장품기업의 중국시장 진출 전략

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Abstract
From 2000, the GDP of China have increased over 10 percent every year. The standard of living of China become better than past years. Currently, China is changing to 'the World's Market' from 'the World's Factory'. Among its large market, the market of cosmetics is developing rapidly and its size even reached RMB 80 billion yuan in 2010. Korea's records of export in cosmetics to China was 40 million dollar in 2001 and it increased steeply to its 800 percent over past ten years. In 2010, Korea's trade balance in cosmetics recorded 300 million dollar surplus, because the records of import from China was only about 35 million dollar in that year.
With rapid growth of China's cosmetics market, the sales through newly developed on-line channels such as internet shopping, home shopping and etc. compared to traditional off-line channels such as department store and outlet are increasing its proportion steadily from year to year. Consumer's major purchasing channels in cosmetics are diversifying.
Accordingly, this research investigated how cosmetics are sold through China's many existing distribution channels and examined some plans to revitalize the import in cosmetics from Korea to China. To achieve the goal, this study investigated and analyzed data form domestic and foreign research papers, statistical data, books, newspaper, online web site, and so on, which are related to cosmetics industry.
Korean cosmetics companies which entered or planning to enter China's cosmetic market should understand following implications.
First, the companies should find some ways to overcome the limits of distribution network. They should concentrate on targeting both a department store which considered as qualified and prestigious market and supermarket or discount store. The strategy should made up by analyzing the consumers of China's distribution channel of cosmetics. It should have more subdivided customer base. The strategy should consider the propensity to consume in each distribution channel and be customized to consumers in each channel. The factors such as diversity, reliability, quality, price of products, service of employees, free gifts provided and possibility of direct experience of products influence consumers on selecting what channels to buy cosmetics.
Secondly, They should make thorough preparations for multinational companies which enter China's market. They should investigated enough the trend of rival cosmetics companies, so as to counteract in detail.
Thirdly, the company should establish a clear indigenization policy to launch and settle in the local market. With the company's glocalization, they should produce and raise local outstanding individuals in China. The most important factor to Korean company is the glocalization of business strategy. In other worlds, the key factor is having competitive price by using local business resources. The company should adapt its global marketing strategy to the state of China. Research and Development should have its base in China to make products that satisfy consumer's demand rapidly. Human relationship in China is also very important to retain and raise outstanding individuals from China and to make a business with confidence.
At last, Korean cosmetics companies should make more efforts to develop products and services which meets local consumer's needs and to adopt Chinese company culture, not of Koreans.
Author(s)
왕효정
Issued Date
2013
Awarded Date
2013. 2
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000006207
Affiliation
제주대학교 대학원
Department
대학원 무역학과
Advisor
황정봉
Table Of Contents
Ⅰ. 서론 1
1. 연구의 목적과 필요성 1
2. 연구 문제 및 연구방법 3

Ⅱ. 화장품 산업의 시장동향과 시장 현황 4
1. 화장품의 정의 및 특성 4
2. 한국 화장품 기업의 동향 6
(1) 한국 화장품 산업 현황 6
(2) 한국 화장품 매출 동향 8
(3) 한국 화장품 수출입 현황 9
(4) 한국 화장품 유통 경로별 현황 13
(5) 해외시장 진출 현황 16
3. 중국 화장품 시장 동향 16
(1) 중국 소비자 현황 16
(2) 중국 소비자 특성 17
1) 일반적 특성 17
2) 여성소비자의 특성 18
3) 지역별 특성 19
4) 계층별 특성 20
(3) 중국 화장품 시장 특성 21
(4) 중국 화장품 시장 규모 22
(5) 중국 화장품 시장 현황 24
(6) 중국 화장품 시장의 최근의 변화 28
1) 외국브랜드의 선호 28
2) 지역별 다양화 31
3) 마케팅 다양화의 대두 31
Ⅲ. 한국 화장품기업의 중국시장 진출 사례 분석 33
1. 아모레퍼시픽 33
(1) 사업 현황 33
(2) 중국시장진입 동기 및 과정 34
(3) SWOT분석 36
(4) 4P 분석 40
(5) 아모레퍼시픽 전망 42
(6) 아모레퍼시픽 및 한국 화장품기업의 향후 전략 과제 42
2. LG 생활건강 43
(1) 사업현황 43
(2) 중국시장진입동기 및 과정 44
(3) SWOT분석 46
(4) 4P 분석 48
(5) LG생활건강 전망 50
(6) LG 생활건강 및 한국 화장품기업의 향후 전략 과제 51
3. 아모레퍼시픽와 LG 생활건강 공통점 52
4. 한국 화장품기업의 중국시장 진출의 시사점 52

Ⅳ. 한국 화장품기업의 중국시장 진출 전략 및 수출증대 방안 55
1. 기존 한국 화장품 기업의 중국시장 진출 전략 55
(1) 현지화 전략 55
(2) 틈새시장 전략 56
(3) 브랜드 전략 57
(4) 가격 전략 58
(5) 고급화 전략 59
(6) 지역 차별화 전략 60
(7) 마케팅 믹스 전략 60
1) 제품 전략 60
2) 가격 전략 61
3) 유통 전략 61
4) 프로모션 전략 61
2. 한국 화장품기업의 중국시장 수출 증대 방안 63
(1) 시장 세분화를 통한 포지셔닝 63
(2) 브랜드 이미지 강화 63
1) 브랜드 이미지 국제화 필요······················································· 63
2) 브랜드 광고모델 역할 중요······················································· 64
3) 브랜드 명칭 중국 관습 중시··········································· 64
4) 전문 색조 브랜드 포장 중시············································· 65
(3) 새로운 유통라인 개발··································································65
(4) 구전 체험 마케팅 66
(5) 온라인 판매경로 이용 66
(6) 장기적인 현지화 전략 중시···························································69
(7) 농촌 시장 개발 69
(8) 중국화장품 관리제도에 대한 체계적 대응 70
1) 화장품 수출입시 유의사항······················································· 71
2) 세관 통관 관련 주의사항························································· 73

Ⅴ. 결론 76

참고문헌 79
ABSTRACT 82
Degree
Master
Publisher
제주대학교
Citation
왕효정. (2013). 한국 화장품기업의 중국시장 진출 전략
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General Graduate School > International Trade
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