雪花秀的中国市场拓展战略研究

作     者：Jin Young Park 

作者单位：浙江工商大学 

学位级别：硕士

导师姓名：俞毅

授予年度：2021年

学科分类：12[管理学] 02[经济学] 0201[经济学-理论经济学] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 020105[经济学-世界经济] 

摘      要：Recently,the Chinese market has been receiving attention from around the world for the growth of its economy and the increase in national *** Chinese cosmetics market is also becoming the largest market in the world with its huge *** cosmetics companies have been successful since they *** market in the early 1990 s and now South Korea is China’s second largest cosmetic *** the Korean Wave,Korean cosmetics companies benefited from largely positive reception from Chinese consumers including Amore *** analyzing how Amore Pacific successfully introduces and establishes Sulwhasoo in China,this study will examined the current market situation of the Chinese cosmetic industry and identified the characteristics unique to Chinese consumers,along with the interpretation of the current market presences and potentials for growth in Chinese market and based on this insights compare Amore Pacific’s strategy in China is explored using SWOT,STP and Marketing 4Ps *** analysis,it possible to compare the differences in strategies associated with different sub-brands in Amore Pacific’s *** addition,this study will examine Amore Pacific’s new-retail strategy,including e-commerce and offline store experiences to that cater to a younger generation of consumers that are coming into *** this study will propose some suggestions that address the identified concerns,solutions that are relevant in particular for cosmetics companies wishing to establish a presence in China.