上海相宜本草化妝品股份有限公司競爭戰(zhàn)略研究
發(fā)布時間：2019-02-14 13:04
【摘要】：隨著市場經濟的蓬勃發(fā)展,我國的化妝品行業(yè)面臨著異常激烈的競爭格局,品種繁多、品牌新穎、功能各異的化妝品企業(yè)紛紛進入了國內外市場。截止到2011年,中國的化妝品市場的銷售額成為世界第四化妝品大國。受到國內化妝品消費者消費信念的轉變的影響,越來越多的消費者將目光集中到含有純天然中草藥成分的護膚品上來,這使得由上海相宜本草化妝品股份有限公司開創(chuàng)的“相宜本草”護膚品品牌于2001年誕生了。隨著相宜本草公司不斷的經營發(fā)展的同時,它也時刻面臨著國內外品牌強烈的進駐沖擊,對外面臨的是化妝品巨頭歐萊雅旗下的薇姿、理膚泉的競爭,對內則是上海家化集團旗下的佰草集的競爭。在這種內憂外患的局面下,制定出一個適合相宜本草公司發(fā)展的競爭戰(zhàn)略,以確保其品牌在激烈的競爭中持續(xù)保持領先地位就是一件非常有意義和亟待解決的事情。 本論文是通過對上海相宜本草化妝品股份有限公司內外部環(huán)境進行分析研究以及研讀化妝品行業(yè)相關文獻資料的基礎之上,通過運用波特的競爭戰(zhàn)略的相關理論和相宜本草公司的現階段生產經營現狀進行分析后提出了自己的看法。首先文章對戰(zhàn)略管理的理論和發(fā)展過程進行了梳理,又介紹了波特教授的競爭戰(zhàn)略理論和藍海戰(zhàn)略的相關內容。其次,結合護膚品市場的發(fā)展現狀,介紹了相宜本草公司的發(fā)展的實際,運用PEST分析法、波特的五力模型對相宜本草公司的內、外部環(huán)境進行分析,再運用SWOT分析法分析出相宜本草的優(yōu)勢與劣勢、機會與威脅情況,并總結成SWOT矩陣分析表格,這樣可以一目了然的找出相宜本草公司客觀存在的優(yōu)勢、劣勢、機會和威脅情況,同時可以發(fā)現該品牌護膚品在日趨激烈的產品競爭中處于不利地位的問題所在。文中還運用了“藍海戰(zhàn)略”的相關知識試圖找出相宜本草公司應該在產品研發(fā)上推出的新產品類型,爭取進入本草化妝品領域尚待開發(fā)的“藍海領域”,這樣可以有效的避開競爭者甚至超越競爭對手的競爭,開發(fā)出一片自己獨有的差異化市場。文中還列出相宜本草公司每種可能選擇的競爭戰(zhàn)略,最后確定出最終應該選擇的是差異化競爭戰(zhàn)略并說明確定的理由,指出相宜本草公司應當在產品、價格、渠道、促銷方式、市場定位以及廣告媒體宣傳方式這幾個方面實行差異化競爭戰(zhàn)略。最后為了差異化競爭戰(zhàn)略的順利實施并取得效果提出了六項具體的保障措施,以使得相宜本草護膚品能夠在激烈的市場競爭中保持領先地位,為廣大的國產護膚品企業(yè)的經營者和業(yè)內人士提供有用的指導和參考意見。
[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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.72;F271
本文編號：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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.72;F271
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