化妆品市场的的研究调查.docVIP

化妆品市场研究调查 红河学院 商学院 上传次数：第三次 组员：骆瑞美 唐桢妮 陶星 张银莹 孙俪 Market overview 市场描述 The cosmetics sector in Vietnam is in the early stages of development. Presently ,the sale of cosmetics and beauty products is largely uncontrolled and is plagued by a wide range of fake,mislabeled,and smuggled products.The Vietnamese cosmetics market is,therefore,highly prices sensitive and full of cheap knock-offs,both of which are potential hurdles for intermational cosmetic giants who may wish ro enter the market but who usually offer their products at premium prices.Premium price and luxurious atmosphere cosmetic retail venues like department stores,specialty stores ,and certain hypermarkets and supermarkets are eye-catching destination for window shopping,but not usually purchasing,for the average Vietnamese consumer of cosmetic and beauty products.72% of all cosmetic purchases in 2003 occurred at street shops-small mom-and-pop retail outlets located in the front portions of storehouses along busy streets-and daily open-air neighborhood markets.Vietnamese consumers have to typically spend only about VND45000(about $3) for cosmetics purchases made at street shops and neighborhood markets while they would have to spend at least about VND100000(about $6.5) -more than two times higher -in specialty cosmetic stores, department stores,and supermarkets for similar beauty products. 在越南的化妆品行业在发展的初期阶段。目前，化妆品和美容产品的销售主要是不受控制的，是假的，贴错标签的范围广泛的困扰，和走私产品。越南化妆品市场，因此，高价格敏感的和充分的廉价仿制品，这两者都是国际化妆品巨头们可能希望进入这个市场，但他们通常RO提供他们的产品价格潜在的障碍。价格和豪华的氛围中化妆品零售场所如商场，高档专卖店，和一些大卖场和超市是购物窗口醒目的目的地，但通常不会购买，用于化妆品和美容产品的平均消费在越南。2003所有化妆品购买发生在街上的商店小”妈妈和爸爸”零售店位于沿着繁华的街道和日常户外邻里市场仓库前面部分72%。越南消费者要花费大约只有vnd45000（约3美元）在街上的化妆品商店和地区市场内购买的同时，他们将不得不花费至少约vnd100000（约6.5美元）超过两倍-在专业美容店，百货公司，和类似的美容用品超市。 Vietnamese consumers spend an estimated US$35 million per year on beauty and skin care products, excluding illegal and unofficial imports that constitute about 60 to 65 per cent of the products sold in the Vietnamese market. Currently, Vietnamese