Up to date cosmetic OEM/ODM (original equipment manufacturing/original development manufacturing) industry receives attention as a future growth engine due to steady growth. However, because of limited research and development capability, many companies have employed commercial management platforms specialized for large-sized companies; thus, overall system effectiveness and efficiency is low. Especially, MRP (material requirement planning) system introduced originally in 1970s is employed to calculate the requirement of the parts. However, dynamic nature of production lead time usually results in incorrect requirements. In addition, its algorithm does not consider the capability of the production resources. Also, because the commercial MRP system calculates all subcomponent for fixed period, the more goods have subcomponent, the slower calculation is. Therefore, conventional MRP system cannot respond complicated situation in time. In this study, we will suggest a new method that can respond to complicated situations resulting from short lead time and urgent production order in Korean cosmetic market. In particular, a distributed MRP system is proposed, that consists of multi-functional and operational modules, based on the characteristic of the BOM (bill of material). The distributed MRP system divides components (i.e. products and parts) into several fields and decrease the problem size; thus, we can respond to dynamically changed data any time. Through this solution, we can order components quickly, adjust schedules and planned quantity, and manage stocks reasonably. In addition, a prototype of the distributed MRP system is presented in this paper, in which ERP (enterprise resource planning) sever data is associated with an excel spreadsheet via MSsql. System user interface is implemented by a VBA (visual basic for applications) tool. According to a case study, response rate for delivery and planning achievement rate were enhanced about 20%, and inventory turnover was also decreased. Consequently, the proposed system improves overall profit.

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers’ demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) “timid inactive group,” characterized by having low scores in most lifestyle dimensions; (2) “showcase goers,” who tend to be highly fashion/appearance-conscious and brand-oriented; (3) “practical buyers,” who tend to be price-conscious, sensitive and timid; and (4) “sensible buyers,” who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

Advertising both reflects and creates social norms and cultural practices, such as concepts of beauty and gender roles. Research suggests that masculinity, like femininity, is constructed, codified and contested in advertising imagery (Schroeder & Zwick, 2004). By drawing on cultural categories to depict gendered consumer selves, advertising messages often limit and structure possibilities of masculine and feminine consumption. As marketers promote the blurring of traditional gender lines around product categories to open their products to a wider market, men increasingly consume products that are traditionally reserved for female consumption (Thompson & Hirschman, 1995). Despite the growing global men’s grooming market, research suggests that men view the consumption of cosmetics as not acceptable ‘masculine’ consumption behavior (Hall, Gough, & Seymour-Smith, 2013). According to Kolbe and Albanese (1996), masculinity is represented in advertising by images of strong and muscular ‘male icons’. In order to protect their masculine identities men reject advertising images that do not reflect these masculine traits (Elliot & Elliot, 2005). However, with advertising literature focusing on a notion of masculinity that is prevalent in Western individualistic cultures, cross-cultural research in this area is extremely limited. Given the cultural relativity of masculinity and attractiveness, images of masculinity and forms of accepted ‘masculine’ consumption behavior are likely to vary across cultures (e.g., Englis, Solomon, & Ashmore, 1994). For instance, the use of cosmetics may be regarded as acceptable ‘masculine’ behavior in South Korea, where young men spend more per-capita on cosmetics than their counterparts anywhere else in the world (Euromonitor, 2015). The aim of this research is to explore representations of masculinity in South Korean cosmetics advertising. We carry out a content analysis of print ads examining i) What types of male images do advertisers use in South Korean cosmetics advertisements?; and ii) What kind of masculinity do male images in South Korean cosmetics ads represent?

Towards the 21st century, the whole world is regarded as one market. Globalization is spreading all over the world as many cosmetics companies pioneering new market abroad, overcoming relatively limited domestic markets. Korean cosmetics companies are not the exception and they are aiming Chinese consumer market, the largest one in Asia, which is growing steadily since government’s open door policy. So, the necessity to compare and figure out the difference between Korean and Chinese consumer’s cosmetics buying behavior is very high for those companies that have their eyes on the Chinese Market. Therefore, the purpose of this study is to compare buying behavior between Korean and Chinese female consumers related to Korean cosmetics brand level. Cosmetics buying behavior is examined in 4 areas; purchasing motives, information sources, purchasing criteria, and the level of satisfaction. Subjects were selected through a convenient sample technique and a questionnaire was developed in Korean and Chinese by translation and back translation method. Data were collected from the sample of 187 out of 233 in Beijing for Chinese female consumers, and 188 out of 200 in Pusan for Korean female consumers. Respondents’ age varied from 20’s to 50’s. Korean cosmetics brands were divided into high /low levels; low brand level included Micha, The face shop, and Laneige while high brand level included Sulhwasu, O’hui, and The history of who. Among many types of cosmetics, this study focused on the basic types of cosmetics product such as lotion, moisture cream, nutrition cream, mask pack with the exception of color based cosmetics products. Data were analyzed by ANOVA and cluster analysis using SPSS 20.0. Respondents were divided into 4 groups: Korean high brand purchasing consumers, Korean Low brand purchasing consumers, Chinese high brand purchasing consumers, and Chinese low brand purchasing consumers. 1. For purchase motives, Chinese consumers affected by Korean celebrities and had more motives to experience Korean cosmetics. To relax and to relieve from stress was the main reasons to buy Korean cosmetics for Chinese high brand consumers. Price was the main reason to buy Korean cosmetics for both low brand purchasing groups. 2. For information sources, Chinese consumers had tendency to collect information from personal relations such as friends and family. Korean and Chinese low brand consumers used internet advertising. Chinese high brand consumers collected information from department salesman. Korean high brand consumers showed lowest use of any kinds of information sources. 3. Korean high brand group put on importance on color and scent as cosmetics purchase criteria. Chinese high brand consumers showed importance on brand image, ingredients, containers/packing, skin fit, and feeling. Korean and Chinese low brand groups have importance on brand image, ingredients, and skin fit. 4. Concerned satisfaction level, Korean high brand group showed lowest satisfaction level. Chinese consumers had satisfied with container design and feelings.

최근 중국 화장품 시장의 규모가 증가되고 있으며, 한류의 영향으로 중국에서 K-뷰티가 각광을 받고 있다. 중국내에서 모바일을 통한 쇼핑의 간편 결제 시스템을 갖춘 위챗의 왕홍을 중심으로 소개되고 있는 화장품에 관한 정보는 구전과 구매에 결정적인 영향력을 준다. 이에 본 연구에서는 중국 모바일 마케팅의 정보품질 특성을 중심으로 한국 화장품 구전효과와 구매의도에 미치는 영향에 대해서 살펴보고자 한다. 본 연구는 이론적 연구를 통해 모바일 마케팅 관점에서 정보품질, 구전효과, 구매의도를 이해하고 설문조사를 통해 가설을 검증하였다. 분석은 SPSS 22.0 프로그램을 사용하여 모바일 마케팅 정보 품질에 대한 유용성, 정확성, 형식성, 적시성, 접근성 요인이 구전효과 및 구매의도에 미치는 영향에 대해 중국 20-40대 여성 소비자를 대상으로 온라인 설문을 진행하였다. 본 연구의 결과에서 모바일 마케팅 정보품질의 유용성, 형식성, 적시성은 구전효과에 영향을 미쳤으며, 유용성, 형식성은 구매의도에 영향을 나타냈다.

본 연구는 한국 드라마/영화가 중국 후베이성 대학생들의 한국 화장품 구매에 미치는 영향에 관한 실증연구로서 현지 대학생들을 상대로 직접 설문조사를 하고 수집된 조사내용을 분석하였다. 본 연구가 후베이성을 선택한 이유는 후베이성이 한류가 잘 전파된 중국 동안 베이징이나 상해 등 보다 지리적으로 중국 내륙에 위치하고 있어 소득수준이 이들보다 비교적 낮고, 한국 드라마/영화의 접근성이 취약하다고 판단했기 때문이다. 설문조사는 2015년 6월, 여름방학을 이용해 중국 후베이성 문민대학생들 203명을 대상으로 실시하였고 수집된 자료들에 대한 주요 분석 도구로는 SPSS 18.0과 AMOS 18.0을 사용하였다. 그 결과 한국 영화/드라마는 중국 후베이성 대학생들의 한국 화장품 구매에 직간접적 영향을 주는 것으로 확인되었다. 중국은 여러 개의 성들이 모여 있는 유럽(EU)형 국가라는 점에서 중국에 진출할 예정이거나 기 진출한 한국 화장품 기업들은 각 성의 지리적, 문화적 환경에 맞는 마케팅 전략을 수립해야 할 것으로 사려 된다.