한·중 미용 프랜차이즈시스템에 관한 연구 - 한국의 ‘이가자헤어비스’와 중국의 ‘SHENMEI’를 중심으로 - = Study on Beauty Franchise Systems in Korea and China - Focusing on ‘LEEKAJA HAIRBIS’ in Korea and ‘SHENMEI’ in China -

다국어 초록 (Multilingual Abstract)

This study first looks into beauty franchise systems of Korea and China and in order to offer these localization and differentiation strategies that the Korean beauty franchise may need for their entrance to China, the study makes an overall approach to LEEKAJA HAIRBIS, which is the most popular Korean beauty brand of all the other Korean beauty franchise companies that had been introduced to China, and SHENMEI, the most famous beauty franchise in China, as focusing on the brands’ successful stories, similarities, differences and others in a context of social phenomenons. The study reviews references and other materials on the Internet for the investigation and analysis and in the end, after improving understanding on marketing strategies that would help the Korean beauty franchise to gain attention from local consumers in China, the study comes up with objective basic references which Korean beauty franchise companies would find useful when they try to go into the Chinese market in the future. According to the findings of the investigation, customer-centered customer satisfaction, brand-promoting marketing activities, educational programs for cultivating competent employees and others were introduced as the common success factors of LEEKAJAHAIRBIS and SHENMEI and regarding what the Korean beauty franchise would need to do, the study confirmed that they must figure out how to secure affiliated stores, how to train local Chinese for successful localization of human resources and how to dominate niche markets in China. Add to that, the study suggests that targeting the niche markets would be one of the most effective ways for the Korean beauty franchise to enjoy long-term success and in short, the study argues that the Korean beauty franchise needs to find strategies for popularization of their brands. After all, in order to achieve all those goals, the Korean beauty franchise must do their best on prior preparation as thoroughly examining markets, commercial areas, customers and others in China and not only that, they will also need strategies that would help them with localization.