上海相宜本草化妝品股份有限公司競(jìng)爭(zhēng)戰(zhàn)略研究
發(fā)布時(shí)間：2019-02-14 13:04
【摘要】：隨著市場(chǎng)經(jīng)濟(jì)的蓬勃發(fā)展,我國(guó)的化妝品行業(yè)面臨著異常激烈的競(jìng)爭(zhēng)格局,品種繁多、品牌新穎、功能各異的化妝品企業(yè)紛紛進(jìn)入了國(guó)內(nèi)外市場(chǎng)。截止到2011年,中國(guó)的化妝品市場(chǎng)的銷售額成為世界第四化妝品大國(guó)。受到國(guó)內(nèi)化妝品消費(fèi)者消費(fèi)信念的轉(zhuǎn)變的影響,越來(lái)越多的消費(fèi)者將目光集中到含有純天然中草藥成分的護(hù)膚品上來(lái),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(hù)膚品品牌于2001年誕生了。隨著相宜本草公司不斷的經(jīng)營(yíng)發(fā)展的同時(shí),它也時(shí)刻面臨著國(guó)內(nèi)外品牌強(qiáng)烈的進(jìn)駐沖擊,對(duì)外面臨的是化妝品巨頭歐萊雅旗下的薇姿、理膚泉的競(jìng)爭(zhēng),對(duì)內(nèi)則是上海家化集團(tuán)旗下的佰草集的競(jìng)爭(zhēng)。在這種內(nèi)憂外患的局面下,制定出一個(gè)適合相宜本草公司發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略,以確保其品牌在激烈的競(jìng)爭(zhēng)中持續(xù)保持領(lǐng)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(duì)上海相宜本草化妝品股份有限公司內(nèi)外部環(huán)境進(jìn)行分析研究以及研讀化妝品行業(yè)相關(guān)文獻(xiàn)資料的基礎(chǔ)之上,通過運(yùn)用波特的競(jìng)爭(zhēng)戰(zhàn)略的相關(guān)理論和相宜本草公司的現(xiàn)階段生產(chǎn)經(jīng)營(yíng)現(xiàn)狀進(jìn)行分析后提出了自己的看法。首先文章對(duì)戰(zhàn)略管理的理論和發(fā)展過程進(jìn)行了梳理,又介紹了波特教授的競(jìng)爭(zhēng)戰(zhàn)略理論和藍(lán)海戰(zhàn)略的相關(guān)內(nèi)容。其次,結(jié)合護(hù)膚品市場(chǎng)的發(fā)展現(xiàn)狀,介紹了相宜本草公司的發(fā)展的實(shí)際,運(yùn)用PEST分析法、波特的五力模型對(duì)相宜本草公司的內(nèi)、外部環(huán)境進(jìn)行分析,再運(yùn)用SWOT分析法分析出相宜本草的優(yōu)勢(shì)與劣勢(shì)、機(jī)會(huì)與威脅情況,并總結(jié)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(shì)、劣勢(shì)、機(jī)會(huì)和威脅情況,同時(shí)可以發(fā)現(xiàn)該品牌護(hù)膚品在日趨激烈的產(chǎn)品競(jìng)爭(zhēng)中處于不利地位的問題所在。文中還運(yùn)用了“藍(lán)海戰(zhàn)略”的相關(guān)知識(shí)試圖找出相宜本草公司應(yīng)該在產(chǎn)品研發(fā)上推出的新產(chǎn)品類型,爭(zhēng)取進(jìn)入本草化妝品領(lǐng)域尚待開發(fā)的“藍(lán)海領(lǐng)域”,這樣可以有效的避開競(jìng)爭(zhēng)者甚至超越競(jìng)爭(zhēng)對(duì)手的競(jìng)爭(zhēng),開發(fā)出一片自己獨(dú)有的差異化市場(chǎng)。文中還列出相宜本草公司每種可能選擇的競(jìng)爭(zhēng)戰(zhàn)略,最后確定出最終應(yīng)該選擇的是差異化競(jìng)爭(zhēng)戰(zhàn)略并說明確定的理由,指出相宜本草公司應(yīng)當(dāng)在產(chǎn)品、價(jià)格、渠道、促銷方式、市場(chǎng)定位以及廣告媒體宣傳方式這幾個(gè)方面實(shí)行差異化競(jìng)爭(zhēng)戰(zhàn)略。最后為了差異化競(jìng)爭(zhēng)戰(zhàn)略的順利實(shí)施并取得效果提出了六項(xiàng)具體的保障措施,以使得相宜本草護(hù)膚品能夠在激烈的市場(chǎng)競(jìng)爭(zhēng)中保持領(lǐng)先地位,為廣大的國(guó)產(chǎn)護(hù)膚品企業(yè)的經(jīng)營(yíng)者和業(yè)內(nèi)人士提供有用的指導(dǎo)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(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72;F271
本文編號(hào)：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(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72;F271
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