韩国化妆品流通结构和危险因素的研究

上海交通大学硕士学位论文韩国化妆品流通结构变化和危险因素的研究姓名：赵殷焕申请学位级别：硕士专业：工商管理指导教师：欧阳令南20050303韩国化妆品流通结构变化和危险因素的研究韩国化妆品流通结构变化和危险因素的研究韩国化妆品流通结构变化和危险因素的研究韩国化妆品流通结构变化和危险因素的研究摘摘摘摘要要要要本论文主要从研究背景和目的韩国化妆品行业现状化妆品产业的生产趋势韩国主要企业的市场占有率韩国化妆品流通的结构的变化趋势韩国化妆品产业的危险因素6个方面来说明我对韩国化妆品流通结构变化和危险因素的研究1流通结构变化流通结构变化流通结构变化流通结构变化韩国化妆品产业从日本占领时期的1916开始40年代朝鲜解放后开始发展20世纪70年代通过访问销售模式韩国化妆品企业的市场占有率达到了70而到了80年代在各地区出现的折价店逐渐取代了访问销售模式进入90年代随着韩国市场的开放日益加快国外资本的投入也加快企业的结构调整也日益频繁21世纪电子商务开始得到发展主导企业以很快的速度发展自己的重点品牌并以自己品牌店模式进入了化妆品市场20032004年崭露头角的MISSHATHEFACESHOP等新兴企业开创了电子商务模式的新时代文章通过一些数据的罗列来说明目前韩国化妆业整个产业对资金的需求和使用结构文章简单分析了全球的化妆品市场并具体分析了韩国化妆品行业的发展趋势发现韩国国内化妆品市场平均增长超过了社会消费增长率和GDP的增长但结构性变化也是十分明显的如高档和低价消费的两极化专卖店形式受到挑战直销市场规模逐年下降与此相反访问销售和百货店销售的规模在即使经济萧条时期也持续保持增长势头20世纪80年代专卖店凭借产品多样性便利性及价格竞争力等优势快速发展占据了整个流通市场的80%左右份额但97年IMF金融危机爆发后希望咨询服务的价格追求性消费者集中在访问销售和百货店流通渠道而对价格敏感的中低价消费者则集中在折价店HomeShopping互联网等流通渠道这种消费两极分化的结果造成专卖店的需求空白因此专卖店在整个流通市场中所占的比重急剧下降到了21世纪由于专卖店企业的倒闭和转行专卖店的销售额持续了负增长同时文章还分析了电子商务通过网络进行交流销售的优势和趋势并运用在韩国运营最大的美容化装网站(atthattimeJapanoccupiedKorean).Itbegantodevelopin1940s(afternorthKoreanwasliberated).Bythemodeofinterviewingsale,themarketshareofKoreancosmeticcorporationswas70%in1970s.Until1980sthediscountstoresappearingineveryareasreplacedthemodeofinterviewingsale.Walkinginto1990s,withKoreanmarketopeningtotheworlddaybydayandtheinputofoverseascapitalfastening,theadjustmentofcorporationstructurewasmorefrequent.E-businessbegantodevelopin20thcentury,andleadingcorporationsdevelopeditsownkeybrandsinafastspeed,andenteredthecosmeticmarketbythemodeofbrandstore.In2003and2004,somenichecorporationssuchasMISSHATHEFACESHOetcstartedtheneweraofE-businessmode.Bylistingsomedata,IaimtoillustratethecapitalneedandusingstructureofcurrentKoreancosmeticindustry.BysimplyanalyzingtheglobalcosmeticmarketandanalyzingthedevelopingtrendofKoreancosmeticindustryindetail,itisfoundthattheaverageincreaserateofKoreandomesticcosmeticmarkethasexceededthatofsocietyconsumptionandGDP.Meanwhilethechangeofstructureisalsoobvioussuchasthepolarizationofhigh-gradeconsumptionandlow-gradeconsumptionandthesufferedchallengeofspecialtystores.Thescaleofdirectsellingshrankyearbyyear,oppositelyevenintheeconomicswinter,themodesofinterviewingsaleanddepartmentstoresaleremainedtheirsincrease.In1980sspecialtystores,whichdevelopedfast,occupiedthe80%ofthecirculationmarketdependingonitsmultiplicityofproducts,convenienceandthecompetitiveadvantageofprice.HoweverafterIMFfinancialcrisisbrokeupin1997,thecustomerswhohopedtoreferserviceconcentratedonthechannelsofinterviewingsaleanddepartmentstoresale.Howeverthosemiddleorlow-gradecustomerswhoweresensitivetothepriceconcentratedonthechannelsofspecialtystores,HomeShoppingandInternet.Thiskindofconsumingpolarizationresultedinnoneedtospecialtystores,sotheoccupationrateofspecialtystoresinthewholeconsumptionmarketsharplydecreased.Tothe21stcentury,becausethecorporationsofspecialtystoreswentbankruptorchangedtootherindustries,thesalevolumeofspecialtystoresremainedminusincrease.Meanwhile,thepaperanalyzesE-businessaswellbythewaysofnetcommunication,thesaleadvantageandshortcoming,andusesthecaseofMISSHACompanyin:1.theshrinkofthemarketofspecialtystores2.drasticcompetitionandintensechallengeofnewborncorporations.3.theconstantincreaseofoccupationrateofimportbrandsmarket4.theincreasetrendofcustomers’needandstrengtheningofthelawtohealthcareandhygiene.5.thedangerofexcessivesaleexpenseonadvertisement6.theabilityofdealingwithsomeemergenteventsofthetrendchangeofcosmeticmarketThepaperintroducessomeKoreanlawsoncosmetictoshowthedevelopmentandsituationofKoreancosmetic.MeanwhileinordertoexplainKoreancosmeticindustrymoreclearly,IsimplyintroducetheKoreangovernment’s,Koreanpeople’sandsociety’sneedandunderstandofthemeaningofcosmeticindustrialization.Thecentralcasesinthepapersuchas“low-pricestrategy”“brandspecialtystores”and“thecommunicationbetweenproduci