부산대학교 도서관

Korea and China should enhance mutual assistance in resource development and training in the cosmetic sector by marketing strategy. This research had develop 7 strategies for improve Korean cosmetic company's performance. First, using niche marketing, find new segment in china. Second, making strong barnd, naming for Chinese consumer. Third, promoting well-known. Forth, using marketing mix for China. Fifth, analyzing distribution channel. Because of nowadays Chinese consemer using multi-channel, which on/off-line, drug store etc. Sixth, using WOM and experiental markeitng. Since cosmetic has hedonic character, marketer need to combine those two strategies. Finally seventh strategy is differnciate regional tactics. Using 7 strategies, Korea's cosmetic company will survive in tubulence situation of China market.