化妝品產業在二十世紀歷經萌芽、茁壯、擴展到百花齊放，但多年來始終由歐美日等國品牌長期稱霸市場。南韓化妝品以黑馬之姿，在二十一世紀快速崛起，一般多將之歸因於韓流帶動及韓劇強大的置入性行銷威力。然而，除了韓流與韓星帶動及行銷策略奏效之外，還有哪些因素加速推動南韓化妝品產業的起飛躍進﹖在韓流湧動之前，南韓化妝品產業如何強化自身競爭力，才能在潮流來臨時，抓住時機，站上浪尖，乘風破浪，向前航行﹖ 本研究採取質性研究方式，透過個案探討，研究南韓有七十餘年歷史的第一大化妝品集團愛茉莉太平洋的競爭策略及競爭優勢。本文以麥可•波特(Michael E. Porter)的競爭力理論為主要分析架構，同時參照克雷頓•克里斯汀生(Clayton M. Christensen)的創新理論，由解析全球化妝品產業發展進程及當前產業概況展開，對比南韓化妝品產業變遷及愛茉莉太平洋的企業發展歷程，進而聚焦分析研究其競爭策略與競爭優勢、差異化特色與創新能量來源、全球競爭策略與資源配置布局。試圖由宏觀而微觀，層層抽絲剝繭，梳理釐清愛茉莉太平洋競爭策略與競爭優勢發展脈絡。 根據本研究分析，愛茉莉太平洋的競爭優勢來自於有效整合南韓國家鑽石體系，並且在企業發展過程中不斷植入創新精神與能量，甚至從失敗中學習。。一開始透過學習國外優點以強化競爭力，並秉持開創性精神與創新理念，建立創新型組織，持續投入研發，不做跟隨者，致力突顯差異化特色，以國際最強對手為競爭標竿，步步往全球化妝品產業強國邁進。 / Throughout the 20th century, the cosmetics industry went from the early inception to the one of rapidly growing and highly thriving but its market was always controlled and dominated by a few brand name products from Europe, the US and Japan. Yet, beginning from the 21st century, the South Korean cosmetics products suddenly came to the fore. Many attribute to the effects of embedded advertising as brought up by the Korean wave and Korean drama. Nevertheless, besides the marketing strategies empowered by the Korean wave, what are the other factors contributing to the rapid rise of the South Korean cosmetics industry? Before coming of the Korean wave, what had the Korean cosmetics industry done on preparing and advancing its competitiveness, so that it could take advantage of the Korean trends and moved up to the first tier status? The study is the qualitative research by nature. By going through the case study, it aims to explore the competitive strategies and competitive advantages of the Amorepacific, which is the top of South Korean cosmetics companies with a history over seventy years. The study adopts Michael E. Porter’s competitive strategy theory as the main analytical framework and is aided by Clayton M. Christensen’s innovation theory. It attempts to examine the global cosmetics industry development and the current trends. It then enquires into South Korean cosmetics development and the emergence and growth of the Amorepacific. It goes further to analyze the Amorepacific competitive strategies and advantages, differentiation strategies and innovation empowerment, and global competitive strategies and resource allocation. Thus, it is designed to go from macroscopic to microscopic perspective, step by step, for the purpose of clarification and highlighting the development of the Amorepacific competitive strategies and advantages.