APIEU 어퓨 마케팅전략분석과 브랜드분석및 어퓨 새로운 마케팅전략 제안
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추천 연관자료
- 하고 싶은 말
- APIEU 어퓨 마케팅전략분석과 브랜드분석및 어퓨 새로운 마케팅전략 제안 레포트입니다.
- 목차
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제 1장 서론········································································································6
제 1절 연구의 배경과 목적···············································································6
1. 산업 소개······························································································6
2. 기업 선정 동기·······················································································6
제 2장 환경 분석·································································································7
제 1절 거시 환경 분석·····················································································7
1. Demographic Environment·······································································7
1) 감소하는 유소년 인구와 자기애적 성향··················································7
2) 높은 스트레스로 인한 피부 트러블························································8
3) 소결론·······························································································9
2. Economic Environment············································································9
1) 국내외 경기 침체로 인한 국내총생산․ 국민총소득의 감소·························9
2) 지속적인 성장세를 보이는 화장품 시장의 규모······································10
3) 브랜드 간 과도한 경쟁으로 감소하는 화장품 매출 현황··························11
4) 뚜렷한 성장세를 보이는 국내 화장품 수출 현황····································11
5) 소결론·····························································································12
3. Cultural Environment············································································13
1) 외모에 대한 관심 증가·······································································13
2) 청소년층의 화장품에 대한 관심 증가···················································13
3) 소결론·····························································································14
4. Political Environment············································································14
1) 국내 화장품 관련 규제 현황·······························································14
2) 국내 화장품 법 개정··········································································15
3) 소결론·····························································································16
5. Technological Environment····································································16
1) 온라인 매장의 중요성 인식과 그에 따른 성장·······································16
2) 전문몰 중심에서 종합몰 중심으로의 매장 형태 변화······························17
3) 소결론·····························································································17
6. Natural Environment·············································································17
1) 유기농에 대한 소비자의 관심 증가······················································17
2) 필수적인 유기농 화장품 관련 제도의 개선············································18
3) 소결론·····························································································18
제 2절 미시 환경 분석···················································································18
1. Company - 에이블씨엔씨······································································18
소결론······························································································19
2. Supplier - OEM&OGM 방식·································································20
소결론······························································································20
3. Marketing Intermediaries······································································21
1) 어퓨의 오프라인 매장········································································21
2) 어퓨의 온라인 매장 뷰티넷·································································22
3) 소결론·····························································································23
4. Customer·····························································································23
1) 똑똑한 소비, 칩 시크(Cheap-chic)······················································23
2) 점점 어려지는 화장품 사용의 연령층···················································24
3) 고객과의 소통이 이루어지는 장소 뷰티넷·············································25
4) 소결론·····························································································26
5. Competitors·························································································26
1) 저가 화장품······················································································26
2) 10대 화장품·····················································································26
3) 소결론·····························································································29
6. Publics
- 본문내용
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1) 학교 Event
10대 청소년들은 대부분 ‘어퓨’라는 브랜드에 대해서 잘 알지 못하고 있다. 브랜드를 알고 있다고 해도 브랜드의 입지가 워낙 좁아서 ‘어퓨의 제품을 잘 사용하고 있지 않다. 이러한 10대 청소년들에게 ’어퓨‘를 알리고 제품을 사용해보록 하는 것으로 학교 Event를 제안한다.
첫 번째는 체육대회와 축제 기간에 학생들에게 ‘어퓨’의 제품을 제공하는 것이다. 물론 모든 학교 체육대회와 축제에 제품을 제공하는 것이 아니라 학생들의 SNS 신청을 받는 것이다. 페이스북은 10대들에게 압도적인 인기를 구가하고 있다. 10대 응답자 중 94%가 페이스북 계정을 유지하고 있으며 81%는 가장 자주 이용하는 SNS로 페이스북을 꼽았다. 이러한 페이스북의 인기를 통해서 우리는 페이스북 마케팅을 중점적으로 이용할 것이다. 현재 페이스북에는 ‘어퓨’라는 페이지가 존재하고 있다. 그 페이지에 체육대회나 축제 기간에 자신들이 ‘어퓨’의 화장품을 받아야 하는 이유, 그 반의 재미있는 이야기를 댓글로 적어서 가장 재미있는 댓글을 쓴 학생의 반에게 제품을 보내주는 것이다. 체육대회 때는 선크림을 보내주고 축제 때는 미스트를 보내주면서 10대 청소년에게 필요한 화장품을 사용하는 기회를 주면서 그들이 ‘어퓨’라는 브랜드에 대한 호감을 가질 것으로 예상된다.
두 번째는 학생들이라는 것을 고려해서 그들의 학업에 도움이 되도록 하는 것이다. 대부분의 여학생들은 자신들의 스케줄을 짜는 것을 좋아하고 특히 예쁜 다이어리 같은 것을 좋아한다. 이러한 여학생들을 노린 학업용 스케줄러를 제공하는 것이다. 스케줄러 역시 똑같은 방법으로 SNS에 학생들이 올린 글을 보고 추첨을 통해서 그 학생이 속한 반에 물건을 돌리는 형식을 취할 것이다. 스케줄러는 단지 학생들의 학업을 도와주는 것 뿐만 아니라 각각의 페이지에 어퓨에 대한 소개, 어퓨 제품에 대한 소개를 하면서 어퓨에 대한 홍보를 하며, 피부에 관련된 지식을 집어 넣어서 스트레스를 받을 때 취해야 할 마시지법과 같은 10대 피부를 위한 정보를 적을 것이다. 그러면서 그 정보와 어퓨 제품을 매치시켜서 학생들의 어퓨에 관한 호기심을 자극시킬 것이다.
- 참고문헌
-
● 학위논문 및 학회지
주은령(2009), 『인터넷 상의 전자상거래를 통한 화장품 구매행태에 관한 연구,「한국정부학회」
권동희(2010), 『감성시대에 중저가 화장품 브랜드의 패키지 디자인에 관한 연구
: 국내 대표 중저가 화장품 브랜드를 중심으로』, 성균관대학교 일반대학원
고은혜(2010), 『국내 화장품 브랜드샵 발전 방안에 관한 연구』, 건국대학교 경영대학원
● 보고서 및 법령
연세대 경영연구소(2004), 『화장품의 국가전략산업 육성방안에 관한 연구』
한국보건산업진흥원(2012), 『2012년 화장품산업 분석 보고서』
국가법령정보센터(2013), 『화장품 법』
정보통신정책연구원(2013) 『 sns 이용 현황 보고서』
DMC 미디어(2012) 『10대 소비자 보고서』
● 신문 및 잡지
최지흥(2012.12.20) “[2012 결산] - 2012년 화장품시장 <유통>”, <뷰티한국>
고은경(2013.05.08), “화장품 시장 ‘10대 고객을 유혹하라’”, <한국일보>
박정현(2011.06.13), “LG경제연구원 ‘한국 소비자들의 7가지 라이프스타일’”,
김영선(2012.11.26), “과도한 스트레스, 지루성피부염 악화시켜”, <서울경제>
신희은(2013.03.26), “1인당 국민소득 2.2만弗, 경기침체로 '제자리”, <머니투데이>
고은경(2013.02.27), “토종 저가 화장품, 수입 명품 콧대 꺾었다”, <한국일보>
박재홍(2013.05.10), “2012년 화장품생산 7조1천억원...전년보다 11.5% 증가”, <약업신문>
김도현(2013.04.19), “몸집 커졌지만 체력은 줄어…저성장 기조 뚜렷”, <약업신문>
최지흥(2013.04.24), “지난해 화장품 수출 전년대비 20.1% 증가”, <뷰티한국>
최병태(2012.11.04), "10대용 화장품 시장, 연 20% 급성장…광고모델로 아이돌 내세워", <경향신문>
이성웅(2013.01.22), “에이블씨엔씨 기본적분석”,
윤대헌(2013.03.24), “경기침체에 ‘칩 시크’가 뜬다”, <스포츠경향>
채주연(2012.03.06), “`미샤`가 `LG생활건강` 앞선다고?”, <한국경제신문>
지차수(2013.02.27), “에이블씨엔씨, 2012년 사상 최대 실적 돌파”. <세계일보>
최지흥(2012.12.24), “[2012 결산] 2012년 화장품시장 <마케팅> 똑같지만 특별하게~
특별하지만 비슷하게~”, <뷰티한국>
최미혜(2012.06.01), “바비브라운 팟루즈vs 어퓨 팟루즈”, <컨슈머타임스>
김유성(2011.05.24), “(2011 프랜차이즈랭킹)유통업⑥화장품브랜드숍”, <이데일리 EFN>
김익환(2013.02.18), “[더벨]아모레퍼시픽·LG생건, '브랜드숍'이 효자“, <머니투데이>
신원경(2012.09.03), “미샤, 'HIT 제품 대용량 특별 한정판' 출시”, <뷰티한국>
장윤형(2013.03.25), “더페이스샵, CC크림 20만개 판매 돌파”, <국민일보 쿠키뉴스>
김영민(2013.02.28), “수입 고가 화장품에 맞설 브랜드는 미샤 뿐”, <중앙일보>
이현주(2012.11.16), “[문화칼럼] 또 하나의 문화, 화장”, <매일신문>
김현수(2013.02.27), “화장품 수출, 처음으로 수입 앞질렀다”, <동아닷컴>
김기홍(2009.05.04), “청소년인구는 매년 지속적으로 감소”, <통계청 정책 뉴스>
이정아(2010.09.05), “10대를 잡아라” 2천억 주니어 화장품 ‘주목’,
최지흥(2007.09.01), “국내 최초의 청소년 브랜드”, <데일리코스메틱>
함문식(2010.11.14), “청소년 화장품 1천억원대 시장 ‘10대를 잡아라~’”, <아하경제>
채성오(2013.04.17), “화장품 구매 시 우려사항 1위, ‘이상반응’”, <데이터뉴스>
박재홍(2013.04.17), “여성 열 명 중 한 명 색조화장 10대부터”, <약업신문>
류동훈(2012.11.26), “겨울방학 동안 하고 싶은 일 1위, 성형·여드름치료”, <중앙일보 뉴스>
최지홍(2013.02.27), “미샤, 화장품 브랜드숍 최초 4500억원 돌파”, <한국일보>
주명호(2013.05.22), "부모감시·정보노출 피하는 10대, 페북 이어 트위터 ′점령'", <뉴스핌>
● 웹 사이트 및 블로그
『대한민국 선면파동』「위키 백과」, http://ko.wikipedia.org.
통계청 홈페이지 http://www.kostat.go.kr
한국은행 http://www.bok.or.kr
한국보건산업진흥원 http://www.khidi.or.kr
대한화장품협회 http://www.kcia.or.kr
Datamonitor http://www.datamonitor.com/
에이블씨엔씨 홈페이지 http://www.ablecnc.com/
어퓨 홈페이지 http://shop.beautynet.co.kr/apieu/
어퓨 페이스북 http://www.facebook.com/APIEU
뷰티넷 홈페이지 http://www.beautynet.co.kr
티엔 홈페이지 http://www.teensnature.co.kr/
나나스비 홈페이지 http://www.nanasb.co.kr
어퓨 ♡ 엔젤(A'PIEU Angel) 공식 커뮤니티 http://cafe.naver.com/myapieu/
머니 투데이 경제 http://www.mt.co.kr/
아하 경제 www.ahaeconomy.com
한국의약품수출입협회 http://www.kpta.or.kr
클린앤클리어 블로그 http://blog.naver.com/ccmagazine
식품의약품안전처 http://www.mfds.go.kr/
데이터뉴스 http://www.datanews.co.kr
한국 광고주 협회 http://www.kaa.or.kr
방송통신위원회/한국인터넷 진흥원 http://www.kisa.or.kr
opensurvey 홈페이지 http://www.opensurvey.co.kr
“경기불황에도 화장품시장은 활황”, 네이버 블로그 박상준 인사이트, 카테고리-경제,
http://blog.naver.com/psj98511
“여성들, 화장품 사용 연령대 낮아졌다”, 네이버 블로그 화장품의 모든 것, 카테고리-화장품 통계,
http://jh9610434.blog.me/
“뷰티넷 앱/ 뷰티넷 앱 설치 이벤트(~11/11)”, 네이버 블로그 낫 노멀 세 자매 리시스123,
http://leesis123.blog.me/
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