| 摘要: | 中國美容業繼房地產、汽車、電子通訊、旅遊之後已經成為國內第五大消費熱點。根據中國美容市場分析報導，2008年美容行業產值近3500億元，行業發展速度平均達到年增長率30%，據中國美容行業產業報告，2007年統計中國國內目前有3200餘家化妝品生產企業，年銷售額每年成長一倍。美容業的毛利率高達60%，行業平均淨利潤37.9%，在各行業中保持了最高的增長率，市場容量逐年放大，中國“美麗經濟”即將來臨。 由於中國人口多，需求量大，按照人均需求，中國的美容美髮化妝品業預估還有15-18倍的發展空間，未來市場非常樂觀。作為一個時尚、熱門的朝陽行業，其問題也一樣的多，從業人員素質參差不齊，廠商等企業的誠信危機，從業人員的忠誠度、專業性也一再受到質疑。 此次論文將針對中國美容產業現況具體說明，並就產業分析、關鍵成功要素、未來發展趨勢進行探討，並以上海著名的美容美體SPA中心為案例，探討美容美體產業的發展趨勢，同時分析在市場環境變動下，個案公司為因應市場發展，制定相應的行銷策略、產品定位和優勢競爭策略，並調整組織架構提供必要的資源，建構完善的產品銷售流程，來完成各個成長階段的事業策略目標，以因應市場環境的改變及同業間競爭，滿足目標顧客的需求，形成企業的競爭優勢。 個案公司具有先進入市場的優勢，更為提升企業競爭力，積極運作供應鏈整合與投入企業內部流程改造，藉由企業競爭優勢分析，設定短中長期計畫，並完成階段性目標，取得市場的優勢地位。 Following real estate, automobile, electronic telecommunications, and travelling industries, the beauty industry has become the fifth largest consumer industry in China. According to a China beauty market analysis, the total revenue generated by the beauty industry reached RMB350 billion in 2008, representing a 30% growth year-on-year. According to a China beauty industry report, there were more than 3,200 cosmetics manufacturers in 2007, and their revenues had been doubling year by year. The profit margin of the beauty industry is as high as 60% while the average net profit is 37.9% - the highest numbers among all industries in China. With the expansion of the market scale, it is anticipated that China’s “Beauty Economy” is drawing closer. When it comes to the average individual demand, it is anticipated that the beauty industry has the potential to grow by 15 to 18 times. As one of the most fashionable and popular industries, the beauty industry also has its difficulties and challenges in issues such as employee quality and integrity and the professionalism of the supply chain. The study will discuss the current status of China’s beauty industry based on industry analysis, crucial winning factors, and future trends. Using a famous SPA center in Shanghai as an example, the study will discuss the trend of the beauty industry, and how should this company create its marketing strategy, product positioning and strategy, and adjust its organization structure in response to the market development in order to offer the necessary resources and set up a complete product sale process for its strategic goals in different growth phases. Attending these goals will enable the company to thrive under market changes and competitions while satisfying the requirement of target customers and creating its competitive advantages. An advantage of the company is it is an early entrant into the market. The company has taken measures to integrate its supply chain and improve its internal process in order to enhance its competitiveness. Based on the analysis of its corporate strength, it has established short-, medium, and long-term plans and has completed its targets in all phases, making it a leading company in the market. |
