국내 TV 홈쇼핑의 베이스 메이크업 제품의 실태 및 동향

초록

The increasing number of demand for convenience and less time-consuming shopping alternative has led to increase in the value for TV home shoppi market. Further, as interest in beauty has grew, competition in the beauty market of TV home shopping has become more intense. The purpose of this study is to examine the recent trend of base makeup products in domestic TV home shopping market and based on the research, we presented strategies in launching home shopping base makeup products. First, it is necessary to include the function of base makeup to match target and trend. In addition, to ensure the competitiveness of the product, continuous renewal is essential, fitting the needs of consumers. Second, product differentiation should be made through proper price and product composition of the product. Third, marketing should be conducted through strategic model selection.

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