论文总字数：20418字

摘 要

本论文基于近几年来人们对化妆品消费需求的不断攀升，韩国化妆品在中国拥有了广阔的市场的经济现状，对韩国化妆品的营销模式进行研究，从而正确认识并评估韩国化妆品行业对国内市场发展的借鉴意义，进而推动国产化妆品营销策略的提出。

在本论文中，首先以中国化妆品市场为切入点，研究国内化妆品市场的发展情况、韩国化妆品在中国的销售现状，并且着重分析了韩国化妆品的营销模式特点。可以看出，随着人们经济水平的提高，对化妆品的质量价格等都提出了更高的要求，而韩国化妆品的倾入，让追求时尚的消费者掀起了韩流化妆品的热潮，使韩国化妆品营销模式在中国大有成效，因而对中国的化妆品行业受到一定的冲击。这种现象的产生来源于经济、文化各个方面。接着，本文根据韩国化妆品的营销现状，通过案例，对中韩两国化妆品的营销模式进行了对比分析，韩国化妆品之所以能在我国占有广阔的市场，与它的产品策略、促销策略、分销策略都是紧密相关的。最后，对我国国产化妆品市场的营销策略提出了几条可行性建议。通过全文的分析表明，韩国化妆品之所以占据了国内化妆品的很大市场，它的营销模式还是独特的成功之处，对国产化妆品有很大的借鉴意义。在如今全球化的背景下，国内化妆品行业应积极学习别人的成功之道，勇于创新，才能更好地促进国产化妆品的发展。

关键词：化妆品；营销模式；韩国化妆品企业；

South Korean Cosmetics Marketing Model Analysis

Abstract

In this paper, based on people"s consumption of cosmetics in recent years, rising demand, South Koreancosmetics in China has a broad market economic status quo on the Korean cosmetics marketing model to study, to correctly understand and evaluate the Korean cosmetics industry on the domestic market development reference, thus promoting the proposed domestic cosmetics marketing strategy.

In this paper, firstly to China"s cosmetics market as a starting point to study the development of the domestic cosmetics market, the Korean cosmetics sales in China"s current situation, and analyzes the characteristics of Korean cosmetics marketing model. As can be seen, as people"s economic level, quality and price of cosmetics and so put forward higher requirements, and Korean cosmetics poured, so that the pursuit of fashionconsumers off a Korean cosmetics boom, the Korean cosmetics marketing model in China a great success, so the Chinese cosmetics industry has been some impact. This phenomenon comes from the various aspects of economic, cultural. Then, the paper according to the marketing status of Korean cosmetics, through the case of China and South Korea cosmetics marketing model were compared, the Korean cosmetics market has been able to occupy the vast country, with its product strategy, marketing strategy, distribution strategy They are closely related. Finally, China"s domestic cosmetics market marketing strategy put forward several feasible suggestions. By analyzing the text indicates that the reason why Korean cosmetics occupy large domestic cosmetics market, its unique marketing model, or the success of the domestic cosmetics have major implications. In today"s context of globalization, the domestic cosmetics industry should actively learning success of others, to be creative in order to better promote the development of China-made cosmetics.

Keywords:Cosmetic；Marketing model；South Korean Cosmetics Company

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究意义 1

1.3 研究思路及内容 1

1.4 论文框架 1

第二章 文献综述 3

第三章 韩国化妆品在中国营销现状分析 5

3.1 中国化妆品市场现状分析 5

3.1.1 中国化妆品市场保持快速增长 5

3.1.2 外资品牌占据场巨大份额 5

3.2韩国化妆品在中国的销售现状 6

3.2.1韩国化妆品在中国的销售概况 6

3.2.2韩国化妆品在中国的销售特点 6

第四章 中韩化妆品营销模式比较分析 8

4.1 爱茉莉化妆品品牌营销模式 8

4.1.1 爱茉莉简介 8

4.1.2爱茉莉营销策略 8

4.2百雀羚营销模式 9

4.2.1百雀羚简介 9

4.2.2百雀羚营销策略 9

4.3两国化妆品营销模式对比分析 10

4.3.1产品策略 10

4.3.2定价策略 10

4.3.3促销策略 10

4.3.4渠道策略 11

第五章 中国化妆品营销策略建议 12

5.1产品策略 12

5.1.1满足顾客需求 12

5.1.2完善产品包装 12

5.1.3提升公司品牌形象 12

5.2促销策略 13

5.2.1优化广告投放效果 13

5.2.2强化营销推广 13

5.2.3加强营销队伍管理 13

5.3其他策略 14

5.3.1定价策略 14

5.3.2渠道策略 14

结 论 15

致 谢 16

参考文献（References） 17

第一章 绪 论

1.1 研究背景

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