论中国化妆品产业的发展思路.docVIP

PAGE 本科生（业余）毕业（设计）题 目 论中国化妆品产业的发展 思路 办学学院 教学部（校内/校外） 专 业 年 级 指导老师 学生姓名 学 号 论中国化妆品产业的发展思路学生： 指导老师： 摘要：08年虽然受全球经济放缓和金融危机影响，但08年我国化妆品市场销售总额仍可高达1300多亿元。然而纵观市场各品牌份额，基本上体现出国外和合资品牌唱主角﹑国产品牌唱配角的格局。通过市场分析，我国的化妆品产业：（1）相关产业的支持能力较弱，（2）低成本，产品品质不高，（3）产业集中度低，（4）缺乏营销技巧，对流行趋势的把握能力较差，（5）高端品牌竞争力弱，等等，在产品研发、市场营销上处于劣势，而这两个领域正是化妆品行业竞争力的关键所在。面对劣势，通过学习、合作、整合等各种商业手段取长补短，吸纳人才，提升研发能力，集约精细化管理提升竞争力，实施战术战略加强目标营销、服务营销、品牌营销等战略，强化我们的核心能力，我国化妆品产业将有长远的发展。关键词：化妆品 发展 趋势 战略 abstractAlthough by 2008 the global economic slowdown and financial crisis, but in 2008 total sales of Chinas cosmetics market up to more than 130 billion. Looking at the brand, however the market share, largely reflecting foreign and joint venture brands of domestic brands ﹑ play a leading role supporting the pattern of singing. Through market analysis, Chinas cosmetic industry: (1) the support of the relevant industries are weak, (2) low-cost, product quality is not high, (3) low degree of industrial concentration, (4) lack of marketing skills, the latest trends on the less able to grasp, (5) weak competitiveness of high-end brands, and so on, in product development, marketing at a disadvantage, and these two areas is the cosmetics industry the key to competitiveness. The face of disadvantage, through learning, cooperation, integration and other commercial means to each other, to attract the best talents to enhance the research and development capabilities, sophisticated intensive management to enhance competitiveness, to strengthen the implementation of strategic objectives and tactical marketing, services marketing, brand marketing strategy, strengthen our core competencies, our cosmetic industry will have long-term development.Key words: cosmetic ，development ，trend ，Strategy目录第一章 化妆品概述一、化妆品的定义