화장품 포장 디자인의 콜라보레이션 사례 연구 - 중국에 진출한 한국 화장품을 중심으로-

초록

This study examines the Korean cosmetic brands for the purpose of revitalizing the Chinese cosmetics industry. We are planning to analyze examples of collaboration using packaging design of Korean cosmetics brands that have entered China and figure out the type of collaboration. The study included five Korean cosmetics that were ranked the top seller in the Chinese market. Research methods understand the concept of collaboration through literature research and analyze the top five cases of collaboration of Korean cosmetics in the Chinese market by rank to derive and organize characteristics by type. Afterwards, the survey will be conducted on Chinese consumers by type, and the results will be analyzed according to the results, looking for ways to better appeal to future Chinese consumers. The study found that Chinese consumers prefer three collaboration strategies. If you look at the packaging design of Korean cosmetics brands, three types of character collaboration, art collaboration and brand collaboration have been gaining popularity among Chinese consumers. The collaboration strategy was actively used as a marketing strategy to increase sales of cosmetics as well as increase awareness of cosmetics brands. Chinese cosmetics brands need to be more aggressive in using collaboration strategies. Therefore, the collaboration strategy should take action strategy by clearly identifying the brand value, recognition, and image of each brand in advance, and properly understanding the features and features of each collaboration strategy.

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