【摘要】：韓國化妝品牌在中國具有比較突出的競爭優(yōu)勢,這就使得韓國的化妝品在中國已經(jīng)形成了相對穩(wěn)定且快速發(fā)展的龐大市場,尤其是中國的女性對于韓國化妝品的喜愛已經(jīng)成為時下的一種風(fēng)尚。因此，，深入探討韓國化妝品在中國市場上競爭優(yōu)勢形成的原因,對推動韓國化妝品企業(yè)在華營銷的進(jìn)一步擴大具有十分重要的現(xiàn)實意義。 通過對韓國化妝品在華營銷的歷程的分析,精準(zhǔn)的展示了韓國化妝品牌在華競爭優(yōu)勢形成的過程和韓國化妝品企業(yè)所具有的技術(shù)優(yōu)勢、文化優(yōu)勢和品質(zhì)優(yōu)勢的突出特點,基于此結(jié)果進(jìn)一步引申出韓化妝品品牌在華競爭優(yōu)勢形成的根本因素是由于韓國化妝品品牌在中國市場上的營銷正確的運用了質(zhì)量與概念并重,用文化推銷產(chǎn)品，多元化、多檔次銷售等手段,有效的為韓國化妝品品牌在中國市場上打造了良好的品牌形象,加深了在中國消費者當(dāng)中的品牌影響力。當(dāng)然,韓國化妝品品牌在中國的營銷也不乏存在諸如銷售渠道狹窄，對客戶心理把握不準(zhǔn)，營銷策略不當(dāng)?shù)确矫娴膯栴}。因此，研究結(jié)果表明韓國化妝品品牌要想進(jìn)一步提升在中國市場上的競爭力,就必須以充分運用拓寬營銷營銷渠道、細(xì)化市場，走差異化路線、顧客服務(wù)和關(guān)系管理、堅持品牌營銷理念、強化專業(yè)化的培訓(xùn)、適當(dāng)運用營銷策略技巧等措施作為保障。
[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.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.72;F767.9

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