化妆品行业研究报告

发布时间：2018-10-17 17:07

【摘要】：随着中国经济的快速增长,人均收入的提高,人们的生活水平随之一步步地提高,人们把自己的吃穿住行等基本问题解决之后,开始慢慢注意自己的形象问题,对于美也有自己的看法,开始注意自己的皮肤和外表。化妆品行业随之快速发展起来并且不断壮大。本文通过三个部分来对该行业进行全面地分析,并突出选中化妆品行业的逻辑。文章的第一部分由化妆品现状分析和行业需求分析,构成包括的第二章和第三章。现状分析部分分别从纵向和横向的角度梳理了化妆品行业的发展历程、产品的格局。需求分析是文章重点分析的内容,因为行业发展取决于需求的拉动,基本逻辑是：随着经济的发展,城镇化的推进以及经济的结构的调整,人均收入持续增加,分配日趋合理,从而导致消费者消费的升级,化妆品作为消费品的一种,在这个升级中快速发展。为了对上述演绎分析提供实证基础,本文首先揭示分析了需求和收入的高度相关性,经数据的计算,两者的相关系数达到0.99。通过需求—收入的整体弹性分析和结构弹性分析得出收入提高对于行业需求的拉动力量；然后,分析了行业需求的其他特征,包括齿轮效应、环境影响和男性消费。第二部分由化妆品行业供给分析、行业竞争格局分析以及重点公司分析组成。包括文章中的第四章、第五章和第六章。该部分是为了论证行业供给的特点及行业在产业链中的优势能够推动行业增长和重点公司成长。其中供给分析从行业的集中度以及上下游的特点出发,论证行业的高议价能力。从整体格局到行业的进入壁垒的分析,从而得出行业竞争环境较好,未来发展前景乐观的结论；最后,由行业转向具体公司分析,对象是上海家化,通过对家化的战略分析、竞争力分析、财务分析以及公司未来趋势分析从而得出在整个行业快速发展和国外企业占据大部分份额的背景下,优秀的国内企业是如何在市场中找准定位从而快速成长。第三部分是行业未来趋势的展望,包括文章的第七章,通过前面两部分的分析,已经对行业的特性和行业的发展趋势有了清晰的把握,该部分就此对其未来的发展趋势进行展望,主要通过产品、集中度、国内品牌的未来市场份额等角度进行展开。主要目的是论证该行业在长期经营中成长的可持续性。现有的研究中有价值的报告并不多,且集中在具体公司的分析,没有把选择这个行业的逻辑阐明。这是本文的突破点。
[Abstract]:With the rapid growth of China's economy and the increase in per capita income, people's living standards have improved step by step. After people have solved their basic problems, such as food, clothing, housing and transportation, they have begun to pay attention to their image problems slowly. The beauty also has its own view, starting to pay attention to their skin and appearance. The cosmetics industry is growing rapidly and growing. This paper makes a comprehensive analysis of the industry through three parts, and highlights the logic of the cosmetics industry. The first part of the article consists of the current situation of cosmetics and industry demand analysis, including the second and third chapters. The present situation analysis part combs the development course of cosmetics industry and the pattern of products from the vertical and horizontal angles respectively. Demand analysis is the focus of the article, because the development of the industry depends on the pull of demand. The basic logic is: with the development of economy, the promotion of urbanization and the adjustment of economic structure, the per capita income continues to increase and the distribution becomes more and more reasonable. Thus leading to consumer consumption upgrade, cosmetics as a consumer goods, in the rapid development of this upgrade. In order to provide an empirical basis for the above deductive analysis, this paper first reveals the high correlation between demand and income. Through the overall elasticity analysis of demand-income and the structural elastic analysis, the pull force of income increase on industry demand is obtained, and the other characteristics of industry demand, including gear effect, environmental impact and male consumption, are analyzed. The second part consists of cosmetics industry supply analysis, industry competition pattern analysis and key company analysis. Including the fourth, fifth and sixth chapters of the article. The purpose of this part is to prove that the characteristics of the industry supply and the advantages of the industry in the industrial chain can promote the growth of the industry and the growth of key companies. Supply analysis from the industry concentration and the characteristics of upstream and downstream to demonstrate the industry's high bargaining power. From the analysis of the overall pattern to the barriers to entry of the industry, we can draw the conclusion that the competition environment of the industry is better and the prospects for future development are optimistic. Finally, from the industry to the specific company analysis, the object is Shanghai Jiahua, and through the strategic analysis of the homelization, Competitiveness analysis, financial analysis and future trend analysis of the company in the context of the rapid development of the entire industry and foreign enterprises account for most of the share of the background, the excellent domestic enterprises in the market how to find the right positioning so as to grow rapidly. The third part is the future trend of the industry prospects, including the seventh chapter of the article, through the previous two parts of the analysis, has a clear understanding of the characteristics of the industry and the development trend of the industry. This part looks forward to its future development trend, mainly through the product, concentration, the future market share of domestic brands and so on. The main purpose is to demonstrate the sustainability of the industry's growth in the long run. There are few valuable reports in existing research and focus on firm-specific analysis without clarifying the logic of choosing the industry. This is the breakthrough point of this paper.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72

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