| The national cosmetic consumption is going up and scale-up continuously a long with the thriving and prosperous of Chinese economy. The cosmetics enterprises are manifold year after year and it shows flourishing in the market. Then the competition becomes more and more intensely. The MeiLiHang Cosmetic Lit. Cop, as a small enterprise, the sell and profit of it are pacing up and down in the several years. In face of the great change of the inner and outer surroundings and great pressure of market competition, how to depend on the advantage of ourselves, get hold of the opportunity, and overcome the inferior position, and run around the risk, then make out some development stratagy to suit ourselves is the key of our enterprise whether or not to work long-term.This thesis practices the baud five powers model theory, the value chain theory, the core competition theory and the SWOT analysis theory to analyse and study the inner and outer surroundings of MeiLiHang Cosmetic Lit. Cop systematically. Firstly, it analyses the outer surroundings, and considers that MeiLiHang Cosmetic Lit. Cop is confronted with the opportunity of increase of market consumption demand and the diversity of market consumption, and so on. At the same time , it faces the threaten of rapid renovation of goods, the intensely competition, and the brand boosting of the consumer's consciousness. Secondly, it practices the value chain theory and the core competition theory to analyse and study the inner resource conditions and tactic ability of MeiLiHang Cosmetic Lit. Cop in detailed. Then it comes out some superiority that this company holds the perfect selling network, and its quality control system is sanity, and its cost control ability is quite good and so on. But it confronts the inferior position such as its brand is not so good, its research and development in technique is not so strong and so on. Then, this thesis establishes the SWOT matrix, and combines with this matrix, it puts forward that MeiLiHang...
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