중국 여성들의 한국 화장품 선호도 및 브랜드 선호도

The Preference for Korean Cosmetics and Brand Preference among Chinese Women

This study attempted to analyze changes in the Korean cosmetics market in China and provide specific and useful data for developing successful marketing strategies and taking over the segmented market after investigating Chinese women s preference for Korean cosmetics and brand preference to increase their customer loyalty. For this, a survey was performed among female Chinese tourists visiting Jeju Island and Chinese women at PricewaterhouseCoopers (PwC) China, and the results found the following: When asked what Korean product they wanted to buy most provided that they were able to choose only one, the foundation moisturizing cream was responded. When asked what color cosmetics is most preferred, BB/CC Cream was the highest. In terms of the most desired Korean foundation, facial mask was responded. The cosmetics brand Chinese women most preferred was Sulwhasoo . When asked about the reasons, high quality was most responded. As stated above, there were considerable differences in consumer preference by demographic variables. Therefore, it is necessary to perform market research, specify a target and promote marketing, using more discrete variables. As the nation is becoming an aging society, people s interest in aging delay and beauty maintenance has increased. Therefore, the cosmetics industry has great growth potential. Since women s desire for beauty is always high, the cosmetics industry will continue growing.