발간년도 : [2021]
| 논문정보 |
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| 논문명(한글) |
[Vol.16, No.1] Strategy for K-Beauty Companies to Enter the Vietnamese Market-Based on VIETMATE |
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| 논문투고자 |
Kwang-Hyun Kim, Young-Hun Song |
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| 논문내용 |
In this study, the domestic and Vietnamese markets of K-beauty were analyzed. The K-beauty market continues to grow, and Vietnam has recently been seen as a leading country behind China in the cosmetics market. The K-beauty market, which has grown under the influence of the IMF, China's peddlers, and the Korean Wave, is gradually expanding overseas due to its high technology and merchandise, high willingness of domestic companies to expand overseas, and the domestic market centered on H&B stores. Vietnam is a developing country and has many cultural similarities with Korea. However, Vietnamese people do not have the same organizational priority as Korea. In addition, due to geographical characteristics, people's tendencies vary slightly by region. We analyzed Vietnam's beauty market in terms of opportunities and risks. And we studied VIETMATE, an IT trading platform company that successfully established itself in Vietnam. VIETMATE used a six-step granular strategy, including collaboration with ZALO, Vietnam's KakaoTalk Through this, domestic K-beauty companies studied overseas market advancement strategies needed to enter Vietnam as well as developing countries. VIETMATE clearly analyzed the current status of SNS in Vietnam and established strategies. SNS marketing should now be considered by all beauty companies. SNS marketing is the way to spend the least and achieve the highest promotional effects, and K-beauty companies must adapt to SNS and learn about it. |
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