我国本土化妆品行业现状及发展策略.docVIP

摘要 摘要 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT i PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I 摘 要 随着化妆品行业的高速发展，我国本土化妆品也正在崛起。虽然现在我国化妆品消费市场被国外化妆品占据了绝大部分的地位，并且国外化妆品有向低端市场发展的趋势，而且我国本土化妆品行业有很多问题需要解决，这些现状都阻碍了我国本土化妆品的发展，但是作为第二大化妆品消费大国和本土化妆品占本国化妆品市场只有2%的事实可以看出本土化妆品有很大的发展空间，这就需要去探索研究。本文先分析了本土化妆品行业的发展现状以及本土化妆品近期的销售业绩,提出了本土化妆品中存在的问题，然后运用SWOT分析法分析了相宜本草的IPO事件，从中发现了本土化妆品的通病创新问题、广告问题以及质量问题等，这些问题导致了本土化妆品不能占据中高端市场，只能在低端市场徘徊。最后针对以上问题提出了一些有关科研创新、营销方式、售后服务、发展多元化产品等方面的建议，目的是使中国本土化妆品能够发展的更好，能够走出国门，与国外化妆品相抗衡，实现企业长期的可持续发展。 关键字：本土化妆品；发展现状；相宜本草；发展策略 Abstract PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT II PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT i ABSTRACT With the rapid development of the cosmetics industry, our local cosmetics companies are also on the rise.Although our cosmetics market is the foreign cosmetics consumption accounted for most of the position,and foreign cosmetics trend towards the development of the low-end market, Our local cosmetics industry there are many problems to be solved.The Situation has hindered the development of Chinas domestic cosmetics,but as the countrys second-largest consumer of cosmetics and their local cosmetics accounted for only 2% of the cosmetics market can be seen in the fact that local cosmetics have much room for development.These issues will need to explore.This article first analyzes the local cosmetics industry development status and recent sales of local cosmetics, then this paper presents the problems of local cosmetics.SWOT analysis is then analyzed the IPO events of Inoherb.From a common problem found in local cosmetics innovation issues, advertising issues and quality issues, etc.These problems led to the local cosmetics can not occupy the high-end market, only hovering in the low-end market.Finally, some suggestions above problems related to research and innovation, marketing, service, and other aspects of the development of diversified products,The purpose is to enable better able to develop Chinas dom