Earticle

초록

영어

An Empirical Study on Brand Positioning of Korean Cosmetics Firms at Chinese market - Focused on Chinese Student with MDS Method - Lee, En-Joo․Rui, Dong-Gen, Lee, Chun-Su 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.

목차

Ⅰ. 서론
 Ⅱ. 이론적 배경
 Ⅲ. 연구방법
 Ⅳ. 실증분석
 Ⅴ. 결론
 참고문헌
 논문초록

키워드

저자

• 이은주 [ Lee, En-Joo | 부경대학교 국제통상물류학과 졸업 ] 제1저자
• 예동근 [ Rui, Dong-Gen | 부경대학교 국제대학원 조교수 ] 공동저자
• 이춘수 [ Lee, Chun-Su | 부경대학교 국제통상학부 조교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  동북아 문화연구 [Journal of North-east Asian Cultures]

• 간기

  계간

• pISSN

  1598-3692

• 수록기간

  2001~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 910 DDC 950