한국 화장품 기업의 중국시장 진출에 관한 연구

Abstract

As is known to all, China is one of the largest consumer markets in the world and attracts companies from all over the world to develop in China. Especially in recent years, the rapid growth of China's living standard and the substantial improvement of the consumption level have tapped the greater potential of the Chinese market and made the competition among enterprises from all over the world in China more intense. Among them, the development of the cosmetics market has undergone earth-shaking changes. This research through the investigation and analysis of the current situation of China's cosmetics market and South Korea's cosmetics market, this study finds out what Korean cosmetics companies have encountered in - 62 - the development process of China. Learn from the experience of Korean cosmetics companies that have successfully entered the Chinese market, and through the investigation of the current development of the Chinese market, Provide suitable development strategies for Korean cosmetics companies that are preparing to enter the Chinese market or companies that have not successfully entered the Chinese market. The most important point for Korean cosmetics companies to develop in China is to be able to adjust their development strategies in a timely manner according to market changes and consumer needs, to break the current decline of Korean cosmetics companies in China, and to create greater glories.