| 뷰티산업육성을 위한 종합적 홍보전략 수립 연구 |
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곽형심, 유용재, 최근희 |
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| Research Paper : A Study on Comprehensive Public Relations Strategies to Promote the Korean Beauty Industry |
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Hyeng Sim Kwak, Yong Jae Yoo, Keun Hee Choi |
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| Abstract |
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This research has been conducted to set comprehensive public relations strategies and carry out related policies in promoting the Korean beauty industry. The followings are the main purposes of this research.To achieve a domestic and foreign consensus on promoting the Korean beauty industry, understanding expert opinions on development plans in promoting and globalizing the industry. To form domestic and foreign public relations networks, hosting International seminars and carrying out various promoting policies for the beauty industry. The results of research were follows.Increasing the competitiveness of beauty industry and its globalization and advancement strategies are highly necessary, especially due to the vulnerability of institutional infrastructure and support system of the industry. A consensus of opinions on the need of improvements in institutional infrastructure and the beauty-related laws will also be essential to remove barriers to become a larger beauty industry. Set a cooperation system between domestic beauty related top-group leaders and Korean beauty brands in foreign markets, in order to share useful information about foreign beauty markets and to discuss developmental strategies.Hold a regular and centralized meeting of the entire industry, in order to establish a representative institution based on shared goals and to discuss the current issues in the industry. |
| Key Words:
Beauty industry, Strategies, Promoting, Globalization |
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