我国化妆品自主品牌出口的问题及应对策略.pdf

摘 要 近 20 年，中国化妆品市场高速发展。截止 2017 年，我国已经成为最大的化妆品市场之 一。然而对于我国自主化妆品企业来说却内忧外患，在国内市场，中高端市场被外资和合资 企业主导。而在国际市场，我国化妆品行业的出口增速和出口额都远远小于进口，长期处于 贸易逆差，我国自主化妆品品牌在出口方面遇到了瓶颈。本文将从我国化妆品市场的现状切 入，发掘我国自主化妆品的发展机遇，并从多个方面分析我国自主化妆品品牌出口受挫的原 因，并针对原因提出应对策略，从而帮助我国自主化妆品品牌走向国际，扩大出口。 Abstract In the past 20 years ， the Chinese cosmetics market has developed rapidly. By 2017 ， Chinas cosmetics market has reached 251.4 billion yuan in retail sales， making it one of the largest cosmetics markets. However ， the cosmetics industry in China is suffering from domestic and global problems. In the domestic market ， the high-end and mid-range market are dominated by foreign corporations and joint ventures. In the international market ， Chinas cosmetics industrys export growth and exports are far less than imports ， leading to long-term trade deficit. Chinas domestic cosmetics brand in the export has encountered a bottleneck. This article will start from the present situation of China’s cosmetics market, exploring the development opportunities of Chinas domestic cosmetics and analyze the reasons for the frustration of the export of domestic cosmetics brands in China from various aspects and then propose countermeasures for the problems ， thus helping Chinas domestic cosmetics brands to become international. 关键词：我国自主化妆品；出口；问题；对策； Keyword: Chinese domestic cosmetics ； Export ； Problems ；Countermeasures 第 2 页（共 21 页） 目 录 一、引言4 二、我国化妆品行业的现状4 （一）、总体现状4 （二）、进出口现状5 三、我国化妆品自主品牌发展机遇8 （一）、跨境电商的迅猛发展8 （二）、天然草本药妆成为化妆品行业的新热点10 四、我国化妆品自主品牌出口的问题分析10 （一）、化妆品质量低下10 （二）、行业规范和监管落后11 （三）、科技水平低下，无法满足消费者需求11 （四）、面临技术贸易壁垒12 （五）、品牌建设意识薄弱13 五、