Earticle

초록

영어

Since imports in all areas opened in 1986, the profits of renowned foreign brands, which possessed strong brand power compared to domestic brands, increased dramatically in cosmetics market in South Korea. Recently, the competition between cosmetics companies is becoming more intense due to internationalization of domestic economy and rapid internationalization. In order to overcome such difficulty, domestic cosmetics companies have actively made use CRM strategy, utilizing of database of their brands' target consumer class, to improve relationship with consumers. The importance of CRM strategy is rising in cosmetics market, in which the continuous attention to consumers' actions, as means of increasing the brand profitability. Thus, by dividing the successful case of CRM strategy of Kiehl’s, a cosmetics brand with 160 years of history which has shown continuous growth since they joined domestic market in 2004, into quantity strategy, for having new clients wired, quality strategy, for making its consumers faithful, and a strategy targeting its potential clients and analyzing specific cases, 1 intended to give a hint to marketing strategy of domestic cosmetics brands.

목차

Abstract
 I. 서론
  1. 연구목적 및 배경
 II. 이론적 배경
  1. 화장품 회사의 CRM
 III. 키엘의 CRM 전략
  1. 화장품 브랜드 키옐 소개
  2. 키엘의 CRM 전략
 IV. 결론 및 제언
 참고문헌

키워드

저자

• 김인영 [ In-Young Kim | 서경대학교 미용예술대학원 미용예술학과 ]
• 이정민 [ Jeong-Min Lee | 서경대학교 미용예술학과 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  미용예술경영연구 [Journal of Beauty Art Management]

• 간기

  계간

• pISSN

  2508-2191

• eISSN

  2508-2205

• 수록기간

  2007~2019

• 십진분류

  KDC 593 DDC 646