Research On Marketing Strategy Of Korean Cosmetics Enterprises In Chinese Market

Chinese people’s consumption level in the escalating along with the cosmetics ind ustry has shown a very promising prospect. South Korean cosmetics companies have set their sights on the Chinese market and achieved good sales performance, future co mpetition with China local brands, developed international brands, companies need to develop the right business and marketing strategies in order to expand the Chinese m arket, access to maximizing corporate profits.Firstly, based on the knowledge of international trade, international business theor y and international marketing theory, introduced the development of Chinese and Sout h Korean cosmetics market, and detailed analysis of the South Korean cosmetics com pany marketing strategies and effects in China, and noted that the existing marketing strategy Problems. Then, using SWOT analysis method, the Korean cosmetics business strategy of the advantages and disadvantages of existing, as well as to further explor e the opportunities and threats facing the Chinese market, and finally, proposed measu res to improve the marketing strategy. This paper argues that Korean cosmetics have t echnology, culture, quality, price advantage, but the channel is not wide enough, the s maller brand influence, understanding consumer psychology is not comprehensive enou gh, still faced with counterfeit goods, trade barriers and other brand competition, incre asing levels of consumption in China, Korean and South Korea to establish a chain r eaction in the FTA gave Korean cosmetics companies in China’s development has bro ught new opportunities for Korean companies by market segments, focus on brand bui lding, to intensify propaganda perfect sales service system, the development of new pr oducts and other methods to further expand the Chinese market.