Strategies for Increasing the Competitiveness of the Korean Cosmetics Industry in the ASEAN Market

초록

The purpose of this study is to suggest strategies to increase Korean cosmetics export competitiveness compared to China and Japan in the ASEAN. This study was analyzed using the TSI and the ESI. The results are as follows. First, Korean cosmetics export competitiveness is comparable to Japanese products but better than Chinese cosmetics. Second, Korean and Japanese competitiveness is steadily increasing because Korea’s export competitiveness in skincare and make-up goods has increased significantly. Third, Korea-China-Japan export competitiveness in hair and bath products shows a different structure. Therefore, our analysis shows export competition between Korea, China, and Japan stems from skincare and make-up products. Based on these findings, this paper proposes a strategy to increase the export competitiveness of Korean cosmetics in the ASEAN market, focusing on the 4P strategy: price, product, promotion, and place.

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