The Study Of Cross-Cultural Marketing Strategy And Effectiveness Of Japanese And Korean Cosmetic Brands In China

In recent years,with the increasing consumption level of the resident in China and the enhancement of consumers' aesthetic consciousness,the cosmetic market in China is expanding.However,the domestic cosmetics market is mostly monopolized by overseas enterprises.The development of China's local brands are constantly threatened by foreign brands.Looking at Japan and Korea,the culture of which is similar to China,many Japanese and Korean cosmetic brands not only occupy a place in the international cosmetic market,but are very popular in Chinese market.The two group's developing experience in China is a reflection.This paper firstly defines the related concepts of cross-cultural marketing and cultural marketing through literature review and theoretical review,and lays a theoretical foundation for the analysis of typical cases of Japane se and Korean cosmetics brand's cross-culture marketing strategy in China.Secondly,we analyze the status of Chinese cosmetics market through literature review and data statistics,and figure out the cosmetic industry's consumer preference,market trend,cultural background and other relevant problems in China.Then,we introduce the cross-cultural marketing strategy and cultural marketing strategy of Shiseido and Amore Pacific Group in the Chinese market,and compare the cross-cultural marketing strategies of the two group.And then we use the questionnaire to investigate the recognition of young female Chinese on the brand of Shiseido and Amore Pacific.Through the data analysis,we can get the results of the groups' cross-cultural marketing strategy and verify the previous theoretical analysis and implementation results of the two groups' cross-cultural marketing strategy.The main conclusions of this paper are as follows: the two groups have made corresponding adjustments to their cross-cultural marketing strategies in China,according to the actual situation of the Chinese market and cultural preference and economic level of consumer,so as to make effective strategies for the China cosmetic market.The strategy of Amore Pacific Group,whose representative brand in China is Innisfree,is more reasonable and perfect in the brand shaping and dissemination in China.The effect of its cross-cultural marketing strategy is quite remarkable,and it also corresponds to the fashion trend of Korean cosmetics in current China.The Shiseido group brand has a slight plastic and communication aspect.This is also echoed with the overall declining performance of Shiseido group in Chinese market recently.Finally,according to the above analysis,we summarize the experience on brand building and transnational operation to enlighten our local cosmetics companies,and put forward specific suggestions.