Market Trend Analysis of Cosmetics Products U sing Big Data: Focused on AMOREPACIFIC

Purpose: As the largest cosmetics company in South Korea, AMOREPACIFIC has been playing the role of a trend maker influencing throughout Asia. The well-established marketing strategies and agile understanding of consumer needs and market changes are particularly important in successful operations of cosmetics companies. The purpose of this study is to use big data to analyze AMOREPACIFIC’s marketing strategies in the past, and uses these results to formulate the future marketing plan. Research design, data, and methodology: In order to achieve the abovementioned research purpose, we first used Textom’s articles, reports and comments on AMOREPACIFIC on NAVER, Daum, Google, Twitter. Secondly we generated a set of big data by means of the keyword, AMOREPACIFIC. And we used R Studio to analyze the generated results. We then deployed the TF-IDF analysis to figure out which marketing programs are effective. Furthermore, in this article we broadly analyzed and summarized related academic papers, dissertations and official websites related reports. Results: Through the collection and text mining of big data, the effectiveness of Amore Taiping’s actual marketing strategy, green tea cosmetics, air cushions, Innisfree, Etude House, Espoir, etc. are making full use of marketing methods to increase customer satisfaction. The marketing strategy has been successful, of course, because of some external environmental factors, the original marketing plan has been transformed from offline to online. This is a big challenge to the development of enterprises and the transformation of marketing strategies. AMOREPACIFIC transformed itself in this transformation and achieved good results in the competition. Conclusion: With the development of global information digitization, this paper uses big data and text mining to analyze the results of marketing strategies for users, shortens the collection time of big data, and can quickly and accurately understand the real needs of customers, and grasp the market. New product development is of great help. It has also played an important role in the transformation of corporate marketing methods. According to the data obtained, AMOREPACIFIC has achieved online marketing success in this challenge.