化妆品企业营销策略研究外文文献翻译

1、外文文献翻译 原文及译文文献出处: Kate Roy. The research of marketing strategy for cosmetics enterprise J. Total Quality Management & Business Excellence, 2017, 1(7):11-21.原文The research of marketing strategy for cosmetics enterpriseKate RoyAbstractCosmetics industry at present is still in the stage of development,

2、 in the future there will be a very big development space, would grow up to be immeasurable industrial chain. In recent years, the cosmetics industrys total sales growth faster than the total consumption growth rate is as high as 10%, this indicates that the development of the cosmetics industry has

3、 increasingly strong momentum. With the south Korean cosmetics technology, culture, quality, price advantage, but its not channels widely, brand influence is small, the understanding of the consumer psychology is not comprehensive, still faces barriers to trade and other brand competition, as people

4、 consumption level unceasing enhancement, the Korean wave chain reaction to the south Korean cosmetics companies in foreign countries has brought new opportunities of development, south Korean companies by market segment, attaches great importance to the brand construction, strengthening propaganda,

5、 perfect sales service system, develop new products to further expand the international market.Key words: Cosmetics, Marketing, Strategy1 Related theory1.1 Classical international trade theoryBorn in the middle of the 18th century classical international trade theory, it is developed by criticizing

6、the mercantilism and from the Angle of labor productivity, to explain the causes of international trade, structure and profit distribution. The main founder of economics Adam Smith thinks that every country in the international division of labor should be the company, focus on their own advantage pr

7、oducts, as for the disadvantages of the product, can exchange between different countries, so it can maximize the resource utilization of each country, greatly promote division of labor and exchange, so, every country also can obtain the biggest profit. British bourgeois classical political economic

8、s, one of the main representative Ricardo also pointed out that the foundation of international trade division of labor is not the absolute cost difference, when a certain country in all its products, its labor productivity in the comprehensive advantage or disadvantage, comprehensive as long as the

9、 varying degrees of positive or negative, then the country can through labor productivity difference smaller products to the international trade, and to obtain comparative advantage.1.2 The new classical trade theoryIn the late 19th century early 20th century, the new classical economics began to gr

10、adually form, at the same time, in its international trade under the framework of the new classical trade theory to follow. Mainly includes the theory of factor endowments and Lyon began a paradox. Theory of factor endowments is the basic idea of Swedish economist Larry Ellison, Heck Herschel propos

11、ed, comparative advantage differences its views put forward the necessary of two conditions. The core content of it, points out that when the technical level of the two countries is equal, produces the reason of the difference of comparative cost has two, one is the element abundance degree between

12、the two countries are not identical. Second is a different density of the elements of production. The Leontief paradox though not formed systemic theory point of view, but its impact on the authority of the original theory of international division of labor and trade, let everybody to profound refle

13、ction of mainstream international trade, promote the creation of new international trade theory after World War II.1.3 The new trade theoryAfter the second world war, the new trade theory of the new situation of global trade as an opportunity arises at the historic moment, and the scale economy, tec

14、hnological progress, and imperfect competition and so on many Angle to interpret the new trade phenomenon. Quite apart from the land, capital, labor, the new production factor theory gives the factors of production in addition to the more abundant connotation, it thinks that should also include natu

15、ral resources, human capital, technology, research and development, management and information such as new production elements, and the perspective of the new elements to clarify the basis of international trade and trade patterns changed. Preferences similarity theory is that domestic demand determ

16、ines the product export. Of demand preference similarity between the two countries decided to the bilateral trade flow and flow, the higher the similarity, the larger the trade. The key factors influencing the demand structure is the average income level. Dynamic trade theory from dynamic hierarchy

17、is to the cause of the emergence and development of international trade. National competitive advantage theory summarized is in todays world economy and trade patterns, the rise and fall of a country or not lies in whether he has the competitive advantage in international markets, the so-called comb

18、ined enterprise industry best.1.4 New classical trade theoryNew classical trade theory, which is based on a new framework of classical economics, think professional economic conflict with transaction costs dilemma the interaction of the result is the cause of the trade, this kind of new explanation,

19、 let trade theory core once again return to the size of the division of labor caused by increasing return, is a kind of ecological trade theory and policy in the advantage of the unified model, is a unified model of international trade and domestic trade, able to integrate all kinds of trade theory,

20、 is the new development of trade theory.2 The enterprise internationalization theoryEnterprise internationalization, in simple terms, is refers to the production and business operation activities of an enterprise is not limited to a country, but facing the world economic stage of a kind of objective

21、 phenomenon and the development process. Its main purpose is through the international market, enterprises to combination of factors of production, product sales, in order to get maximum profit. In terms of a single enterprise, enterprise internationalization is refers to the enterprise internationa

22、lization of production internationalization, marketing and management internationalization. From the Angle of all enterprises, enterprise internationalization is refers to the enterprise with the internationalization and extension of internationalization. Detailed inclusion internationalization of e

23、nterprises is to show the enterprise through technology, talent, service and other non-material factors of production and implementation of enterprise internationalization. And the extension of enterprise internationalization is refers to the enterprise through the capital, equipment, workshop and o

24、ther material factors of production and implementation of enterprise internationalization. Only from the perspective of the direction of business activity, the enterprise internationalization includes inward internationalization and outward internationalization two aspects. Inward internationalizati

25、on refers to the enterprise through the direct or indirect imported productive or unproductive elements and implementation of enterprise internationalization, its main form has the following kinds: namely, import trade, 3 come to one filling, joint venture of the joint venture, buying technology pat

26、ents, become a branch of a foreign company, a subsidiary of or etc. Different is extroverted internationalization is refers to the enterprise by direct or indirect export productive elements or unproductive and implementation of enterprise internationalization, its main form has the following severa

27、l: export trade, foreign joint venture of the joint venture, technology transfer, and abroad to establish a subsidiary or branch of foreign contract, etc. To sum up, the enterprise in the international market as the goal, integrated optimization and make full use of the global production resources a

28、nd management resources, actively into the international division of labor system, take the initiative to accept international competition, the domestic business to global business, and strive for the opportunity of survival and development in the global market, achieve the goal of growth by a regio

29、nal enterprise, is the enterprise internationalization.3 South Korean cosmetics marketing strategies3.1 Product strategyProduct strategy generally refers to a company in developing their business strategy, first to clear is how the enterprise according to the need of consumers to provide correspondi

30、ng to the meet products, also is the common sense of how to solve the problem of product strategy. In some ways, the product can meet the needs of consumers and enterprises to develop product strategy is correct is the key point of the development of the enterprises success. South Korean cosmetics b

31、rand diversity, variety, a variety of products has its consumer groups. South Korean cosmetics in the face of consumers mainly women, the female consumer products mainly include: cosmetics, skin care products, hair products, prevent decay resistance decaying products, sunscreen, etc., childrens cosm

32、etics and male consumers use cosmetics are also part of the south Korean cosmetics is more and more attention, many Korean men are also very pay attention to their appearance, mask and facial cleanser, etc. Products also appeared more and more men.3.2 Packaging strategiesSouth Korean cosmetics attac

33、hes great importance to appearance and packaging, there is no denying that good-looking appearance can attract more consumers, which can be reflected in many south Korean brand. Like Korean electronics, in appearance, logo, color, etc, are all part of THE south Korean people are very good at design,

34、 Ellie hut cake blush series product appearance design looks like a small lovely cake, this novel lovely packaging let a person shine at THE moment, and like a candy color series of SKINFOOD nail polish, lovely colors make a lot of young girls have desire to buy, THE FACE Shops fruit mask series hav

35、e on THE package that drool puddles of fresh fruit, consumers to see THE appearance of these pretty packaging interests multiplier.3.3 Pricing strategyPrice is an important part of enterprise marketing mix, enterprise overall marketing activities of a ring is pricing. Pricing strategy is to consider

36、 and pricing related content, among them, the price is not only the price itself, it is a system, also including the factory cost price, dealers cost, as well as the retail price of the market, which also includes the company in terms of price discounts and other indicators, the elements of the pric

37、e system. But the price is the factor to control in the marketing mix is very sensitive and difficult. It directly affects the market acceptance of the product, influence consumer purchases.3.4 Channel strategyMost part of south Korean cosmetics sales channel is brand stores accounted for about 29%,

38、 and then the direct sales (direct marketing refers to the employees recruited is responsible for the direct selling enterprises, let the employees in the location of the general business premises outside directly promote the enterprise products to consumers a way of selling.), about 25%, the rest o

39、f the market share is retail supermarkets, sales network and TV shopping and so on various accounts for part of it. Thus the South Korean cosmetics sales channel stores accounted for a large proportion. In the international market, south Korean cosmetics is usually through formal channels are export

40、ed to foreign countries, then open a store or apply for stores in shopping malls counters, and others will choose through network channels to buy on behalf, even some consumers will go to South Korea tourism purchase and so on.3.5 Sales promotion strategyThe promotion strategy was one of the marketi

41、ng mixes. Promotion strategy is usually refers to the enterprise how to promote by various means, such as the employees direct marketing, advertising, public relations activities, or business promotion, etc., thus passed your product information to consumers, attract consumers attention, arouse cons

42、umers to buy the idea and action, and to achieve the ultimate goal of the sales profit. The buckle is the most direct strategy. Cosmetics store general popularity or habitual choice to promote selling cosmetics as samples, use discount to attract customers into the store, choose familiar brands beca

43、use price consciousness, guaranteed the quality of product, so that we can be clear at a glance to see cosmetics company is a fair quality goods price discount. But general cosmetics companies also choose products as a general discount, product sales, because sales high enough to attract consumers i

44、s not large, there was no way to through increased sales to make up for the money. Use advertising to publicity, with special technique to consumers leave deep impression, wins customers with image spokesperson of emotional tendency. Consumers buy more time for daily chemical product by sense and se

45、nsibility to choose judgment. Ads can rely on the magazine and other public channel, the most direct to TV propaganda, through television, can enlarge the popularity of stores, attract consumers to consumption.译文化妆品企业营销策略研究Kate Roy摘要化妆品产业目前还处于基础的发展阶段，在未来会有很大的发展空间，会成长为不可估量的产业链。近年来，化妆品行业的总销量增长速度比全体消费总

46、额增长率高达10%，这表明，化妆品行业的发展有越来越强的势头。韩国化妆品具有技术、文化、品质、价格的优势，但其渠道不够广泛，品牌影响力较小，消费者心理的认识不够全面，依旧面临着贸易壁垒和其他品牌的竞争，随着人们消费水平的不断提高，韩流的连锁反应都给韩国化妆品企业在国外的发展带来了新的机遇，韩国企业可以通过细分市场、重视品牌建设、加大宣传力度、完善销售服务体系、开发新产品等方法进一步扩展国际市场。关键词：化妆品；市场营销；策略1 相关理论1.1古典国际贸易理论古典国际贸易理论于18世纪中叶诞生，它是借由批判重商主义而发展起来，从劳动生产率的角度来说明国际贸易产生的原因、结构和利益分配。经济学的主

47、要创立者亚当斯密认为，每个国家在国际分工中应各司其优，集中力量生产自己国家的优势产品，至于那些劣势的产品，各个国家之间可以互通有无，这样能把每个国家的资源利用率最大化，极大地促进分工和交换，如此，每个国家也都能获取最大的利益。英国资产阶级古典政治经济学主要代表之一的李嘉图还指出，国际贸易分工的基础不在于绝对成本差异，当某一个国家在其所有产品的生产中，其劳动生产率处于全面的优势或者是全面的劣势时，只要其有利或者不利的程度不同，那么这个国家就能通过生产劳动生产率差异比较小的产品去进行国际贸易，并从中获取比较利益。1.2 新古典贸易理论 19世纪末20世纪初，新古典经济学开始逐步形成，同时在其框架下

48、分析国际贸易的新古典贸易理论跟着产生。主要包括要素禀赋理论和里昂惕夫悖论。要素禀赋理论的基本观点是瑞典经济学家埃利赫克歇尔提出的，其观点提出了产生比较优势差异所必备的两个条件。它的核心内容指出，当两国的技术水平相等，产生比较成本差异的原因有两个，一个是两国间的要素充裕度不相同；二是商品生产的要素密集度不同。而里昂惕夫悖论虽然没有形成系统性的理论观点，但其冲击了原有国际分工和贸易理论的权威性，让大家对国际贸易主流思想进行深刻反思，推动了二战后新的国际贸易理论的诞生。1.3 新贸易理论 二战后，新贸易理论以全球贸易的新态势为契机应运而生，并从规模经济、技术进步和不完全竞争等多个角度去阐释了新的贸易

49、现象。撇开土地、资本、劳动，新生产要素理论赋予了生产要素除这些之外的更为丰富的内涵，它认为这其中还应该包括自然资源、人力资本、技术、研究与开发、管理和信息等新型的生产要素，并从新要素的角度阐明了国际贸易的基础以及贸易格局的变化。偏好相似理论认为，国内需求决定了产品出口的可能性；两国需求偏好的相似度则决定了两国的贸易流向和流量，相似度越高，贸易量越大；影响需求结构的关键因素则是平均收入水平。动态贸易理论从动态的层次来对国际贸易产生和发展的原因。国家竞争优势理论归纳总结了当今世界的经济和贸易格局，一国的兴衰与否在于他在国际市场中是否具备竞争优势，所谓国优则企业行业优。 1.4新兴古典贸易理论 新兴

50、古典贸易理论以古典经济学的新框架为依托，认为专业化经济与交易费用两难冲突的相互作用结果是贸易的起因，这种新的解释思路，让贸易理论的核心再次回到了分工引起的规模报酬递增上来，是一种内生态的贸易理论和贸易政策统一的优势模型，是国内贸易和国际贸易统一的模型，能够整合各种贸易理论，是贸易理论的新发展。2 企业国际化理论企业国际化,简单来说，就是指一个企业的生产经营活动不局限于一个国家，而是面向世界经济舞台的一种客观现象和发展过程。其主要目的是企业通过国际市场，去组合生产要素，实现产品销售，以获取最大利润。就单个企业来说，企业国际化是指企业的生产国际化、销售国际化和管理国际化。从所有企业角度来看，企业国际化是指企业的内含国际化和外延国际化。详细的说企业的内含国际化是指企业通过技术、人才、服务等非物质性的生产要素而实现的企业国际化；而企业的外延国际化是指企业通过资金、设备、厂房等物质性的生产要素而实现的企业国际化。单单从企业活动的方向来看，企业国际化包括内向国际化和外向国际化两个方面。企业内向国际化是指企业通过直接或间接进口生产性要素或非生产性要素而实现的企业国际化，其主要形式有以下几种：即进口