한국 화장품의 중국시장에서의 경쟁력 요인과 평판의 매개효과 분석

Korean cosmetics brands have a relatively superior advantage in China. To analyze the competitiveness of Korean cosmetics in the Chinese market is very important for the growth of bilateral trade. This paper measured the competitive index by selecting MS, TS and RCA. As the results of empirical tests, Korean cosmetics appeared to have the competitiveness in the Chinese cosmetics market, but Korean cosmetics began to lose competitiveness in recent years. Next, this paper analyzed the influence factors of competitiveness in the Chinese market of Korean cosmetics. The questionnaire design, pre-test analysis, technical statistical analysis, difference analysis, and regression analysis are used to do this study. As the verification results show, reputations play some intermediary roles between seller factors, commodity factors, promotional factors, consumer factors and competitiveness. Thus, the seller factor, product factor, promotion factor, and consumer factor as well as reputations as mediating factors appear to raise the competitiveness of Korean cosmetics in Chinese market.