本研究旨在分析韩国爱茉莉太平洋集团在中国化妆品市场的营销策略及其在COVID-19大流行期间的战略调整。通过问卷调查和数据分析，本研究揭示了爱茉莉太平洋集团在增强品牌认知度、顾客满意度以及在线销售方面取得显著成效，尤其在数字化营销、产品创新、本地化策略及社会责任方面展现了其策略的有效性。然而，研究也指出公司需进一步加强产品创新，调整价格策略，以满足消费者需求和提升价格竞争力。此外，考虑到消费者对环保和社会责任的增加关注，建议公司在可持续发展和社会责任项目上加大投入，以增强品牌形象并建立更深的顾客忠诚度。本研究为爱茉莉太平洋集团提供了在中国市场取得更大成功的策略建议，并为化妆品行业的其他企业在面对全球性挑战时的市场策略调整提供了参考。

This study aims to analyze the marketing strategies of the Amorepacific Group in the Chinese cosmetics market and its strategic adjustments during the COVID-19 pandemic. Through questionnaire surveys and data analysis, this research revealed that Amorepacific Group has achieved significant success in enhancing brand awareness, customer satisfaction, and online sales, especially in terms of digital marketing, product innovation, localization strategies, and social responsibility. However, the study also pointed out that the company needs to further strengthen product innovation and adjust its pricing strategy to meet consumer needs and enhance price competitiveness. In addition, considering the increasing attention of consumers to environmental protection and social responsibility, it is recommended that the company increase investment in sustainable development and social responsibility projects to enhance brand image and establish deeper customer loyalty. This research provides strategic suggestions for Amorepacific Group to achieve greater success in the Chinese market and offers a reference for other companies in the cosmetics industry to adjust their market strategies in the face of global challenges.