한국 화장품 브랜드의 중국시장 포지셔닝에 관한 실증연구 -다차원척도법을 이용한 중국대학생을 중심으로-
An Empirical Study on Brand Positioning of Korean Cosmetics Firms at Chinese Market - Focused on Chinese Student with MDS Method -
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This study aims to analyze the similarity of reputation of 6 korean cosmetic brands and those competitive structures about the primary factor of the word-of-mouth, the advertising model, the non-price sales promotion, the shop atmosphere, the quality, the price. The product design in addition to the more than all preference by attribute item and dimension of 6 korean cosmetic brands, with this aim. This study checks korean cosmetic brand present position in chinese view and suggests strategies to strengthen its brand power factor in chinese market. In addition, this study suggests korean cosmetic brand's direction for suitable development of chinese market. Conclusively, Laneige and Sulwhasoo have their own brand image. The competitive power and preference of Missha, The faceshop and Skin food were similar, followed by Etude house. Therefore, Laneige and Sulwhasoo are need to strengthen their present position. Sulwhasoo is need to reposition price suitability. Etude house has to plan product differentiation strategy and seek niche Market. Competition among low-priced brands-Missha, The faceshop, Skin food, Etude house-have to develop a unique selling characteristics. To achieve the goals of successful marketing, it is necessary to recognize the position of the brand correctly, so establish and execute the discriminated marketing strategies with competitor for the chinese market.
Abstract
This study aims to analyze the similarity of reputation of 6 korean cosmetic brands and those competitive structures about the primary factor of the word-of-mouth, the advertising model, the non-price sales promotion, the shop atmosphere, the quality, the price. The product design in addition to the more than all preference by attribute item and dimension of 6 korean cosmetic brands, with this aim. This study checks korean cosmetic brand present position in chinese view and suggests strategies to strengthen its brand power factor in chinese market. In addition, this study suggests korean cosmetic brand's direction for suitable development of chinese market. Conclusively, Laneige and Sulwhasoo have their own brand image. The competitive power and preference of Missha, The faceshop and Skin food were similar, followed by Etude house. Therefore, Laneige and Sulwhasoo are need to strengthen their present position. Sulwhasoo is need to reposition price suitability. Etude house has to plan product differentiation strategy and seek niche Market. Competition among low-priced brands-Missha, The faceshop, Skin food, Etude house-have to develop a unique selling characteristics. To achieve the goals of successful marketing, it is necessary to recognize the position of the brand correctly, so establish and execute the discriminated marketing strategies with competitor for the chinese market.
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