禾雅堂的韓國童顏針在中國市場的行銷策略研究

Abstract

隨著中國醫美市場的快速發展與消費升級，抗衰老產品需求持續增長，特別是以膠原蛋白刺激類注射產品為代表的童顏針，正受到中高端消費者的廣泛關注。禾雅堂科技有限公司作為一家專注醫美領域的高科技企業，近年獲得韓國Olidia童顏針在中國市場的代理權，面臨如何在競爭激烈且監管嚴格的市場環境中實現產品有效推廣與市場份額提升的戰略問題。基於此，本研究以禾雅堂代理Olidia童顏針為研究物件，旨在構建科學的行銷策略體系，為企業在中國醫美市場的拓展提供理論支撐與實踐參考。 本研究對禾雅堂外部宏觀環境進行評估，深入分析企業與產品的優勢、劣勢、機遇和挑戰，並基於STP理論明確市場細分、目標市場選擇與市場定位。同時，從產品、管道、推廣和價格四個方面提出了具體的行銷策略，並從人力資源、制度建設、企業文化等方面提出了保障措施。研究中輔以行業權威資料、市場調研結果及消費者行為分析，以確保結論的科學性與可操作性。 結果發現：禾雅堂代理Olidia童顏針在中國市場具有高品質產品和先進技術的競爭優勢，目標消費群體集中在20～45歲的中高收入女性，對產品安全性、效果及品牌形象高度重視；市場機遇主要來自醫美消費需求的增長與消費者抗衰意識的提升，但也面臨政策監管趨嚴、市場競爭加劇及品牌認知度不足等挑戰。針對上述情況，本文提出以高端、安全、有效為核心定位的差異化行銷策略，並構建了多管道融合、精準推廣、分層定價與合規運營的策略體系。創新之處在於結合韓國高端醫美產品的技術優勢與中國市場本土化需求，提出了兼顧品牌國際化與本土化適配的綜合行銷方案。 本研究不僅為禾雅堂代理Olidia童顏針的市場拓展提供了切實可行的策略建議，也為其他跨國醫美品牌進入中國市場提供了有益借鑒。未來研究可進一步結合實際運營資料，評估行銷策略的實施效果，並探索數位化行銷、跨文化管理及合規經營等領域的深度應用，以持續提升企業競爭力與市場影響力。

With the rapid development and consumption upgrades in China's medical aesthetics market, demand for anti-aging products continues to grow. In particular, youthful-looking injections, such as collagen-stimulating injectables, are attracting widespread attention from middle- and high-end consumers. Heyatang Technology Co., Ltd., a high-tech company specializing in the medical aesthetics field, recently acquired the distribution rights for South Korea's Olidia Youthful-Looking Injection in China. This company faces the strategic challenge of effectively promoting its products and increasing its market share in a highly competitive and strictly regulated market. This study, focusing on Heyatang's distribution of Olidia Youthful-Looking Injection, aims to develop a scientific marketing strategy system to provide theoretical support and practical reference for the company's expansion into the mainland Chinese medical aesthetics market. Methodologically, this paper utilizes a combination of literature review, case studies, and quantitative and qualitative research methods. A PEST analysis assesses the external macro-environment. A SWOT model is used to systematically analyze the strengths, weaknesses, opportunities, and challenges of the company and its products. Using STP theory, market segmentation, target market selection, and market positioning are clarified. Furthermore, specific marketing strategies are proposed in four key areas: product, channel, promotion, and pricing. Support measures are also proposed in terms of human resources, institutional development, and corporate culture. The study was supplemented with authoritative industry data, market research, and consumer behavior analysis to ensure the scientific and practical validity of the conclusions.

The results revealed that Olidia Baby Face Needle, as a distributor of Heyatang, possesses competitive advantages in the Chinese market due to its high-quality products and advanced technology. Its target consumer group is middle- and upper-income women aged 20~45, who place high importance on product safety, effectiveness, and brand image. Market opportunities primarily stem from growing demand for medical aesthetics and rising consumer awareness of anti-aging. However, the product also faces challenges such as stricter regulatory oversight, intensified market competition, and insufficient brand awareness. To address this, this paper proposes a differentiated marketing strategy centered on high-end, safe, and effective product positioning. It also builds a strategic framework encompassing multi-channel integration, targeted promotion, tiered pricing, and compliant operations. Its innovation lies in combining the technological advantages of high-end Korean medical aesthetics products with the localized needs of the Chinese market, resulting in a comprehensive marketing plan that balances brand internationalization with local adaptation. This study not only provides practical strategic recommendations for Heyatang's market expansion as a distributor of Olidia Baby Face Needle but also offers valuable insights for other multinational medical aesthetics brands entering the Chinese market. Future research can further combine actual operational data to evaluate the effectiveness of marketing strategy implementation and explore in-depth applications in areas such as digital marketing, cross-cultural management, and compliance operations to continuously enhance corporate competitiveness and market influence.