上海相宜本草化妆品股份有限公司竞争战略研究
发布时间：2019-02-14 13:04
【摘要】：随着市场经济的蓬勃发展,我国的化妆品行业面临着异常激烈的竞争格局,品种繁多、品牌新颖、功能各异的化妆品企业纷纷进入了国内外市场。截止到2011年,中国的化妆品市场的销售额成为世界第四化妆品大国。受到国内化妆品消费者消费信念的转变的影响,越来越多的消费者将目光集中到含有纯天然中草药成分的护肤品上来,这使得由上海相宜本草化妆品股份有限公司开创的“相宜本草”护肤品品牌于2001年诞生了。随着相宜本草公司不断的经营发展的同时,它也时刻面临着国内外品牌强烈的进驻冲击,对外面临的是化妆品巨头欧莱雅旗下的薇姿、理肤泉的竞争,对内则是上海家化集团旗下的佰草集的竞争。在这种内忧外患的局面下,制定出一个适合相宜本草公司发展的竞争战略,以确保其品牌在激烈的竞争中持续保持领先地位就是一件非常有意义和亟待解决的事情。 本论文是通过对上海相宜本草化妆品股份有限公司内外部环境进行分析研究以及研读化妆品行业相关文献资料的基础之上,通过运用波特的竞争战略的相关理论和相宜本草公司的现阶段生产经营现状进行分析后提出了自己的看法。首先文章对战略管理的理论和发展过程进行了梳理,又介绍了波特教授的竞争战略理论和蓝海战略的相关内容。其次,结合护肤品市场的发展现状,介绍了相宜本草公司的发展的实际,运用PEST分析法、波特的五力模型对相宜本草公司的内、外部环境进行分析,再运用SWOT分析法分析出相宜本草的优势与劣势、机会与威胁情况,并总结成SWOT矩阵分析表格,这样可以一目了然的找出相宜本草公司客观存在的优势、劣势、机会和威胁情况,同时可以发现该品牌护肤品在日趋激烈的产品竞争中处于不利地位的问题所在。文中还运用了“蓝海战略”的相关知识试图找出相宜本草公司应该在产品研发上推出的新产品类型,争取进入本草化妆品领域尚待开发的“蓝海领域”,这样可以有效的避开竞争者甚至超越竞争对手的竞争,开发出一片自己独有的差异化市场。文中还列出相宜本草公司每种可能选择的竞争战略,最后确定出最终应该选择的是差异化竞争战略并说明确定的理由,指出相宜本草公司应当在产品、价格、渠道、促销方式、市场定位以及广告媒体宣传方式这几个方面实行差异化竞争战略。最后为了差异化竞争战略的顺利实施并取得效果提出了六项具体的保障措施,以使得相宜本草护肤品能够在激烈的市场竞争中保持领先地位,为广大的国产护肤品企业的经营者和业内人士提供有用的指导和参考意见。
[Abstract]:With the vigorous development of the market economy, the cosmetics industry in China is facing an extremely fierce competition pattern. Cosmetics enterprises with many varieties, novel brands and different functions have entered the domestic and foreign markets. By 2011, China's cosmetics market sales have become the world's fourth largest cosmetics. Influenced by the change in consumer beliefs of domestic cosmetics consumers, more and more consumers are focusing on skin care products containing pure natural Chinese herbal ingredients. This led to the creation in 2001 of the brand of skin care products founded by Shanghai Sangyi Benzao Cosmetics Co., Ltd. With the continuous operation and development of the appropriate herbal medicine company, it is also constantly facing strong entry impact from domestic and foreign brands. Externally, it is facing competition from the cosmetics giant L'Oreal L'Or 茅 a's Wei Zi and Li Shi Quan. On the other hand, Shanghai Jia Hua Group is owned by the Baicao set of competition. In this situation of internal and external problems, it is very meaningful and urgent to establish a competitive strategy suitable for the development of Benzao Company in order to ensure its brand to keep its leading position in the fierce competition. This paper is based on the analysis and study of the internal and external environment of Shanghai Xiangyi Bencao Cosmetics Co., Ltd. Based on the analysis of Porter's theory of competition strategy and the present situation of production and management of Benzheng Company, the author puts forward his own views. Firstly, the paper combs the theory and development process of strategic management, and then introduces Professor Porter's theory of competition strategy and the related contents of blue sea strategy. Secondly, combined with the current situation of the skin care products market, this paper introduces the actual development of Yi-Ben-Cao Company. Using PEST analysis method and Porter's five-force model, the paper analyzes the internal and external environment of Yi-Benzao Co., Ltd. Then we use SWOT analysis method to analyze the advantages and disadvantages, opportunities and threats of suitable herbs, and summarize them into SWOT matrix analysis table, so that we can find out the objective strengths, weaknesses, opportunities and threats of the appropriate herbs companies at a glance. At the same time, it can be found that the brand skin care products in the increasingly fierce competition in the disadvantage of the problem. The article also uses the relevant knowledge of "Blue Sea Strategy" to try to find out the new product types that should be developed by the company in order to enter the "blue sea field", which is still to be developed in the field of cosmetics of this herb. This can effectively avoid competitors and even surpass the competition of competitors, develop their own unique differentiation market. The article also lists each possible competitive strategy that should be chosen by the company, finally determines that the final choice should be the differentiated competition strategy and explains the reasons for the determination. It also points out that the suitable herbal medicine company should be in the product, price, channel, promotion mode, the article points out that the company should be in the product, the price, the channel, the promotion way, Market orientation and advertising media publicity mode of these aspects of the implementation of differentiated competition strategy. Finally, in order to implement the differentiated competition strategy smoothly and achieve the effect, six specific safeguard measures are put forward, so as to make the skin care products suitable for this herb to maintain a leading position in the fierce market competition. For the majority of domestic skin care enterprises and industry operators to provide useful guidance and reference.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F271
本文编号：2422227
[Abstract]:With the vigorous development of the market economy, the cosmetics industry in China is facing an extremely fierce competition pattern. Cosmetics enterprises with many varieties, novel brands and different functions have entered the domestic and foreign markets. By 2011, China's cosmetics market sales have become the world's fourth largest cosmetics. Influenced by the change in consumer beliefs of domestic cosmetics consumers, more and more consumers are focusing on skin care products containing pure natural Chinese herbal ingredients. This led to the creation in 2001 of the brand of skin care products founded by Shanghai Sangyi Benzao Cosmetics Co., Ltd. With the continuous operation and development of the appropriate herbal medicine company, it is also constantly facing strong entry impact from domestic and foreign brands. Externally, it is facing competition from the cosmetics giant L'Oreal L'Or 茅 a's Wei Zi and Li Shi Quan. On the other hand, Shanghai Jia Hua Group is owned by the Baicao set of competition. In this situation of internal and external problems, it is very meaningful and urgent to establish a competitive strategy suitable for the development of Benzao Company in order to ensure its brand to keep its leading position in the fierce competition. This paper is based on the analysis and study of the internal and external environment of Shanghai Xiangyi Bencao Cosmetics Co., Ltd. Based on the analysis of Porter's theory of competition strategy and the present situation of production and management of Benzheng Company, the author puts forward his own views. Firstly, the paper combs the theory and development process of strategic management, and then introduces Professor Porter's theory of competition strategy and the related contents of blue sea strategy. Secondly, combined with the current situation of the skin care products market, this paper introduces the actual development of Yi-Ben-Cao Company. Using PEST analysis method and Porter's five-force model, the paper analyzes the internal and external environment of Yi-Benzao Co., Ltd. Then we use SWOT analysis method to analyze the advantages and disadvantages, opportunities and threats of suitable herbs, and summarize them into SWOT matrix analysis table, so that we can find out the objective strengths, weaknesses, opportunities and threats of the appropriate herbs companies at a glance. At the same time, it can be found that the brand skin care products in the increasingly fierce competition in the disadvantage of the problem. The article also uses the relevant knowledge of "Blue Sea Strategy" to try to find out the new product types that should be developed by the company in order to enter the "blue sea field", which is still to be developed in the field of cosmetics of this herb. This can effectively avoid competitors and even surpass the competition of competitors, develop their own unique differentiation market. The article also lists each possible competitive strategy that should be chosen by the company, finally determines that the final choice should be the differentiated competition strategy and explains the reasons for the determination. It also points out that the suitable herbal medicine company should be in the product, price, channel, promotion mode, the article points out that the company should be in the product, the price, the channel, the promotion way, Market orientation and advertising media publicity mode of these aspects of the implementation of differentiated competition strategy. Finally, in order to implement the differentiated competition strategy smoothly and achieve the effect, six specific safeguard measures are put forward, so as to make the skin care products suitable for this herb to maintain a leading position in the fierce market competition. For the majority of domestic skin care enterprises and industry operators to provide useful guidance and reference.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F271
【参考文献】
相关期刊论文 前9条
1 吴佩耘;;本土护肤品如何狭缝生存之探讨[J];贵阳学院学报(自然科学版);2010年02期
2 陈海超;;相宜本草茁壮成长[J];全国商情;2012年15期
3 尹建中,李萍;提升我国护肤品企业竞争力的对策研究[J];技术经济;2005年10期
4 罗琛 ,王卓;护肤品行业分析报告[J];日用化学品科学;2004年05期
5 张晋京;;我国的化妆品法规、监管及挑战[J];日用化学品科学;2010年08期
6 初红桥;刘温;;佰草集的成功秘诀[J];商场现代化;2012年13期
7 黄泰元;;开创“无人竞争”的蓝海商机——蓝海战略本土化实践[J];世界标准信息;2006年06期
8 张明明;王海涛;何聪芬;董银卯;;药妆的发展现状和趋势[J];香料香精化妆品;2009年02期
9 虞瑞尧;;21世纪美容化妆品新技术与新原料[J];中国化妆品;2002年04期
，本文编号：2422227
本文链接：https://www.wllwen.com/jingjilunwen/gongyejingjilunwen/2422227.html
