한·중·일 화장품 브랜드에 대한 중국 소비자의 브랜드 선호도 연구

Abstract

China today is the largest emerging cosmetics market in the world. The cosmetic market in China has long been dominated by global foreign brands. This study remarked on Korean cosmetic brands which were increasingly exported to China brands, Japanese cosmetic products which decreased to export to the Chinese market, and Chinese cosmetic brands which didn’t dominate the local market. Therefore, this study tried to explore the perception gap of brand preferences of Chinese consumers for three countries’ cosmetic brands such as Korea, China and Japan. We conducted the preliminary research to choose three brands for each country. Next, this study attempted to analyze the perception of brand preference for nine cosmetic brands, the second survey is used to get knowledge about how Chinese consumers perceived the brand preferences about nine cosmetic brands in their point of view and to understand Chinese cosmetic market environment and to find the strategies alternative. Consequently, firstly, this research found that Chinese women customers have the most utilization experiences and purchase experiences of Korean cosmetic brands among three countries’ brands. This result directly showed the brand interests and preferences of Chinese customers for Korean cosmetic brands. Secondly, Chinese customers prefer mostly Korean brands such as Solwhasoo and Laneige to three Japanese brands and three Chinese brands in all the 12 items for brand preferences evaluation. Meanwhile, It was different that the Chinese considered more important item among 12 items for each country’s brand. Except the ‘product function’, the evaluations of 11 items have a different preference. for the Korean brands, Chinese consumers preferred olfactory value and purity as ‘product scent’ and ‘natural characteristics’. For the Chinese brands, they preferred the visual value and the purity as ‘package design’ and ‘natural characteristics’ and for the Japanese brands, they preferred the symbolic values as ‘brand fame’ and ‘brand reputation’ But, the preference of the ‘retail service’ and ‘purchase review’ is low even for Korean brands. This result taugh t that it is necessary to make an effort to the managemen t of experiential elements and communication for Chinese consumers. This study showed that it is necessary to ma nage the diverse elements for the brand experiences as re tail stores, package, publicity, event, corporate activities rather than the traditional communication strategy as adv ertising on TV and invigorate PR communication actives on all the cosmetic companies.