韓國化妝品牌在台灣之發展策略 - 以愛茉莉太平洋集團為例

Abstract

Abstract The Korean cosmetics company AMOREPACIFIC is trying to develop its brands to Taiwan market even though the market entry is limited. Especially in department store as a foreign company, brand development strategy would be another challenge for AMOREPACIFIC to concrete the value to be one of a successful multinational brand in Taiwan. However, even though Korean cosmetic is not a main player in the conservative luxurious cosmetic industry compared with European and Japanese competitors, good sign is that Taiwanese consumers already have been exposed with Korean cosmetics in different channel distributors and boom of Korean wave. It will remain a nation brand image of Korean cosmetics with positive experience reputation of affordable and decent quality. It is also shown that the company has an opportunity to develop its market to enter higher position and brand level with better products and services. AMOREPACIFIC, as a best cosmetics and high value brand from Korea, in order to reach a high-end luxury brand position, they should find a different brand strategic from existed brands which entered Taiwan earlier than them. To give a solution for this company to look for next steps in Taiwan market, this study aims to analyze the market situation and an appropriate strategy model of branding to survive in this challengeable market environment. After analyzing Taiwan’s luxury cosmetics brand’s market situation, we could find out misconception of AMOREPACIFIC’s branding strategy. We suggest AMOREPACIFIC may restrucuture or reform their marketing plan at this moment for successful developing more brands into Taiwan market.