韩国化妆品畅销中国与韩流关系的分析

Relationship between Popular Cosmetics of South Korean in China and South Korean Fad

将韩流与化妆品的品牌认知度、品牌好感度,品牌忠诚度等问题,利用李克特(Likert)量表法,以中国在校大学生为青年代表进行调查、分析,从而得出电视剧、电影、网络等现代文化和现代媒体在国际贸易中的巨大作用,特别是韩国电视剧对韩国化妆品在中国市场上产生了强大的影响力,形成了在中国销售高潮。现代中国不仅要"文以载道"、"以文化人",同时应该"以文兴商、文以载商、以商载文"。以文兴商是文化交流和文化传播,可以促进商业的发展和兴旺;文化中可以传播商业贸易信息,并且要通过文化交流,促进外贸发展;要在商业贸易中,传播文化,只有载有文化的商品,才更有生命力。

In 2013, the total cosmetics retail of China amounted to 162.5 Billion Yuan, and the imported cosmetics have been occupied the dominant position of the market. The exports have been increased rapidly, and the cosmet- ics exports accounted for 22.3% of the totaI exports of South Korean cosmetics. According to such key issues as South Korean fad, South Korean TV soaps, cosmetics -brand awareness, brand preference and brand loyalty, as youth representatives, Chinese college students were investigated by applying Likert Scale Method. The analysis shows that South Korean soaps, movies, and networks are one of the main modern cultures and medias, which are playing an important role in international trade. Sales peak of South Korea cosmetics has been formed in China, be- cause of South Korean soaps＇ great influences on Chinese cosmetics market. How to promote the development of merchandise trade by applying international cultural exchange was analyzed in this paper, and the result shows that culture can not only be used to cultivate people, but to transmit truth and commerce; on the contrary, commerce can also be used as medium to transmit culture.