뷰티산업, 화장품산업,의류산업의 SWOT분석 (전략경영성공사례)

소개글

뷰티산업, 화장품산업,의류산업의 SWOT분석 (전략경영성공사례)

목차

Ⅰ. 서론··································································································(1)
1.1 현황분석 및 문제 제기············································································1
1.2 연구의 목적 및 전개 방법·······································································1

Ⅱ. 본론··································································································(2)
2.1 뷰티산업································································································2
(1) 뷰티산업의 정의·····················································································2
(2) 뷰티산업의 비전·····················································································2
(3) 뷰티산업의 문제점··················································································2
(4) 뷰티산업의 SWOT전략············································································3
2.2 화장품산업·····························································································4
(1) 화장품산업의 정의··················································································4
(2) 화장품산업의 문제점···············································································4
(3) 화장품산업의 SWOT 전략········································································5
2.3 의류 산업·······························································································6
(1) 의류산업의 정의·····················································································6
(2) 의류산업의 의의·····················································································6
(3) 의류산업의 특징 ···················································································6
(4) 의류산업의 SWOT 전략···········································································7

Ⅲ. 전략경영 성공사례·················································································(8)
3.1 뷰티산업‘블루클럽’성공사례······································································8
(1) 블루클럽의 기업소개···············································································8
(2) 블루클럽의 성공요인···············································································8
3.2 화장품산업‘한스킨’ 성공사례·····································································9
(1) 한스킨 기업소개·····················································································9
(2) 한스킨의 성공요인··················································································9
3.3 의류사업 ‘UNIQLO’의 성공사례 ······························································10
(1) UNIQLO의 기업소개··············································································10
(2) UNIQLO의 성공요인··············································································10

Ⅳ. 결론···································································································(11)
4.1 연구의 요약 및 결론··············································································11
4.2 참고문헌······························································································12

►작성후기 ·······························································································(12)

본문내용

Ⅰ. 서론
1.1 현황분석 및 문제 제기
뷰티는 근본적으로 사람의 감성을 자극하는 인자로서 사전적으로는 ‘감각, 특히 시청을 매개로 얻어지는 기쁨· 쾌락의 근원적 체험을 주는 아름다움’이라는 뜻을 지니고 있다. 그러나 현대사회에서는 뷰티를 더 확장적이고 주관적인 개념으로 받아들이고 있으며, 이러한 맥락에서 뷰티산업도 종전의 화장품산업에만 국한되지 않고 훨씬 광범위한 영역으로 뻗어 나가고 있다는 점에서 매우 중요하다고 할 수 있다. 뷰티산업에 대한 패러다임이 변화하고 있어 기존의 일회성 소비로 그쳤던‘ 피부 관리’가 보편적 문화로 인식 전화되고 인터넷의 발달로 잠재적 소비자의 미적 구매 욕구가 증가하고 있다.
화장품 산업은 시장변화에 민감하고 기호와 유행에 따라 빠르게 변하여 제품의 사이클이 매우 짧고 소량 다품종인 특징이 있는 품목으로, 화장품산업은 일반 소비제품과 달리 인간의 미와 신체에 관련한 소비자의 욕구를 충족시켜주는 특수한 가치성을 지니며 고부가가치 창출이 가능한 선진형 미래 산업이라고 할 수 있다.
의류산업은 차별적인 고가품과 합리적인 저가품 소비의 양극화가 예상된다.
특히 요즘 제품에서 강조되고 있는 디자인이나 감성은 상징을 잘 나타내는 요소로 작용하여 패션을 유발시키기에 보다 적합한 상황이라고 할 수 있다.

1.2 연구의 목적 및 전개 방법
그러나 최근 국내 화장품산업은 경기 불황에 따른 매출감소 및 수입산 화장품의 증가, 다국적 기업과의 경쟁 그리고 복잡해지는 유통경로간의 경쟁 심화 등으로 어려움을 겪고 있다. 이에 뷰티 산업의 문제점을 알아보고 SWOT분석을 통해 정의해 본다.
화장품산업의 발전은 경제적, 사회적 파급효과를 동반하게 된다. 화장품관련 제품 및 서비스가 경쟁력과 부가가치의 원천이 되는 것이다.
점차 발전하게 될 화장품산업의 문제점을 파악하고 SWOT분석을 하도록 한다.
의류산업은 유행에 따르는 상품의 생산과 판매에 관련되는 모든 산업을 지칭하는 패션산업의 중심개념으로 고부가가치 선진형 산업이라고 할 수 있다. 의류산업의 특징을 알아보고 SWOT 분석을 하도록 한다.

참고 자료

※ 블루클럽 (http://www.blueclub.co.kr/)
※ 유니클로 (http://www.uniqlo.kr/)
※ 한스킨 (http://www.hanskin.com/)
※ 김덕록, ‘화장과 화장품’, 답게, 1997
※ 박태영, ‘새천년 한국의 신산업정책’, 나남출판, 2000
※ 양승득, ‘돈 냄새 천재 일본인들의 성공 장사법’, 한국경제신문사, 2002
※ 이은엽, ‘화장품 산업의 현황과전망’, emars, 2004
※ 정해진, ‘성공 신화의 열쇠 달나라에는 없다’, 대원씨아이, 2004
※ 하쿠호토, ‘회사의 운명을 바꾸는 브랜드 경영’, 원앤원북스, 2004