한국화장품산업 유통경로의 역사적 발전

Abstract

This paper addresses the evolution of channel structure of the cosmetics industry in Korea during the post independence years. And, it proposes how to enhance its overall competitive power. The authors divide the sixty years(after the year of independence in 1945) into four different phases in which characteristics of each phase are to be identified distinctively. The first phase(1945~1963) is termed as the wholesalers’ dominance era where manufacturers were not able to accumulate sufficient capital to implement their forward integration. The second phase (1964~1985) is labeled as the golden age of call(door-to-door) sales where sales maids regularly visited potential customers’ home and provided them with required knowledge on cosmetics. The third phase(1986~1995) is termed as the era of discount and specialty stores in which rational buyers’ behavior was observed. And, the current era(1996 and hereafter) is termed as multi-channel era where several competitive channels available are vying with each other. After the overall description of the evolution of channel structure, the authors propose some fundamental issues, such as, consumer value, marketing differentiation, manufacturerdistributer relationship, and co-marketing.