化粧品 企業 랑콤社의 이미지戰略에 關한 硏究

Abstract

In proportion to increasing of inroads of foreign companies into Korean cosmetics market, the role of image advertising is becoming increasingly important in order to survive in the cutthroat competition and to protect Korean brand. And also, for Korean Cosmetics Company, it is important to find a larger market abroad. This report studies the advertising strategy of Lanco＾me brand that is one of brand in L'Oreal group. L'Oreal group is the biggest Cosmetics Company in the world. The purpose of this study is to analyze the expression technique and the brand image in the advertising of Lanco＾me, and to apply these strong points to Korean cosmetic brand through this study. The study is composed of five chapters. Chapter I is an introduction which contains on objective and method of the study. Chapter II is to give some consideration on general concept of corporate image, and therefore in this chapter the definition function and characteristics have been described. Chapter III is the study on image advertising strategy of Lanco＾me brand. To put it concretely, this chapter interpret the key to success in the image advertising through the followings ; 1) The history of Lanco＾me brand and the inroads of Lanco＾me into the Korean market,2) The business environment and the marketing strategy only for Lanco＾me, 3) Adverting strategy, 4) The importance and condition to make a selection of model, and the feature of Lanco＾me's model, 5) The change in the image advertising far make-up and skin care product. And chapter IV is to present the current situation on Korean market, and findings and in above study. Finally, chapter V presents concluding remarks. Concluding remarks are as follows ; ① It should be established order in the inferior distribution because of excessive competition and realize advanced distribution system. ② Korean Cosmetics Company stands in need of buildup of aggressive PR in order to let known well their brand. ③ The need of decisive investment on R & D is keenly felt in order to make a good quality. It is a prerequisite for international competitions. ④ They have to lead development of cosmetics industry through a customer satisfaction.