中国化妆品市场的现状与品牌发展趋势

• 영문명: An Analysis on the Current Situation and Brand Development Prospects of the Cosmetic Market in China
• 발행기관: 글로벌경영학회
• 저자명: 金虹(Jin, Hong) 金春洙(Kim, Chun-Soo)
• 간행물 정보: 『글로벌경영학회지』국제경상교육연구 제11권 제1호, 249~263쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.03.30

국문 초록

中国改革开放30多年间，经济年平均增长率为8%以上，2013年中国GDP已达到568845亿元， 比上年增长7.7%，仅次于美国，位列世界第二。其中，化妆品行业成为中国国民经济中发展最快的 行业之一，中国的化妆品市场规模2011年已成为仅次于日本的亚洲第二大、世界第四大化妆品市 场，并持续急速成长，尤其是2010年至2012年间，年平均增长率达到20%左右，2012年中国的化 妆品市场规模达到963亿元，仅次于美国的1439亿元和日本的1677亿元，排名世界第三位。随着中 国经济的飞速发展和人民生活水平的不断提高，可以预见，中国在不久的将来即会成为全球最大的化 妆品市场。 中国化妆品销售额的持续增长，也使得外资企业纷纷进入中国，展开市场竞争，并期待取得不菲的 业绩。这些跨国企业大多能够迅速适应本土相关法律法规、地域特征、相关注意事项、当地人民的生 活水平，以及国际化的市场氛围，并制定相应对策，从而扩大自己的市场份额。本研究即以中国化妆 品市场特征为背景，对中国化妆品市场的现况与品牌发展趋势进行整理分析，以期对企业开拓化妆品 市场提供依据，并起到战略导向作用。

영문 초록

China’s economy has been maintaining the average annual growth rate of 8% throughout more than 30 years of reform and opening up policy. In 2013, it was 568,845 billion yuan that China’s GDP increased by 7.7 percent over the same period, followed by USA. Especially the sales in cosmetic industry of China are increasing rapidly, In 2012, it was 963 billion yuan, followed by Japan itself as the second-largest cosmetic giant in Asia. And China now the third largest cosmetic market after the United States and Japan. The cosmetic market of China are increasing rapidly, according to this, multinational is trying overseas expansion to China and marketing aggressively. This study is to consider the present condition of China market and contrive the strategy of overseas expansion which is based on the feature of cosmetic market in China.

목차

Ⅰ.绪 论

Ⅱ.中国化妆品产业概况

Ⅲ.外资企业进入中国市场的现况

Ⅳ.中国化妆品市场流通渠道概况

Ⅴ.中国化妆品市场的动向与发展趋势

Ⅵ.结 论

키워드

中国 化妆 品产 业 现 状 分析 品牌发 展 China Cosmetic Industry Current Situation Analysis Brand Development