Research On Competitive Strategy Of Yalai Cosmetic Corporation

Cosmetic market is one of the consumer goods markets which are most intensely competitive in our country. Under the huge market competitive pressure, for cosmetic of YaLai how to lean on their own advantages, catch the opportunity, and simultaneously how to overcome their own short end and how to get around the risk is the key to the cosmetic success of YaLai Corporation in the future.This article utilizes the basic theories of strategy management, such as Core Competence Theory, Key Success Factors Theory, Value Chain Theory, Product Competition Strategy Theory , to analyze and research systematically the competition strategy of the cosmetic of Yalai. First, utilizing PEST method, this paper researches the relevant external environment, and gets the opportunities of increase demand of market consumption and decrease of material cost and the disparity of consumption demand and threats of fast renewing speed of product, intense competition, enhancement of consumers' brand witting . Then the article analyzes cosmetic industry KSFs by investigation table method, finds out the KSFs of the industry including the satisfactory degree of marketing nets, the ability of brand management, quality control ability, cost control ability, the ability of R&D and innovation. After that, using core competence theory, value chain theory, the article researches the internal resoure environment and strategy ability of Yalai cosmetic corporation and finds out the opportunities and threats of Yalai cosmetic corporation, including satisfactory nets of marketing, unimpaired qualitycontrol system, strong cost control ability, bad brand management and low efficiency of marketing team . Then, SWOT matrix of Yalai cosmetic is built .The paper also analyzes Yalai cosmetic by using Boston matrix and then determinates development trend of the cosmetic. Then the paper determinates disparately competitive strategy of Yalai cosmetic by qualitative and quantitative evaluation of product competition strategy scheme of Yalai cosmetic .At last, the article discusses the measures of cultivating competitive advantages of Yalai cosmetic profoundly. It includes cultivating perfect enterprises' culture of Yalai cosmetic, perfecting marketing channels and nets of Yalai cosmetic, strengthening quality management system, strengthening product innovation and cost control management in order to meet the demand of customers, strengthening the ability of brand management. With all of those measures, the article tries to provide aids to cultivating core competence of Yalai Cosmetic Corporation and strengthening competitive advantages of Yalai cosmetic.