The Research On Developing Strategy Of Beauty Star

Since the opening up and reform, the economy of China has stepped in a high speed growth period. Cosmetics plastic packaging industry has been growing up greatly. BEAUTY STAR Corporation has become one of leaders in cosmetics plastic packaging industry through 13 years of development.After entering 2008, the market growth becomes slow. Corporation's sales volume and profit begin to decline due to fierce competition. The profit ability begins to drop and is encountered with development bottle neck. It is urgent to find an effective solution to help the corporation to get away of trouble in order to enter a new development circle.Regarding BEAUTY STAR as the background, the article analyses the external and internal environment of the corporation by adopting PEST model,FIVE FORCE model,EFE and IFE and locates the key factors which influence the corporation development. Then it analyses the opportunities,the threats,the strengths and the weaknesses the corporation faces by using SWOT matrix and clarifies the corporation's development direction in the future. According to the mission and the vision of the company, the article proposes cost leader strategy. Next the article selects the key components which will influence the development in the future through value analysis. Finally, through the analysis of corporation conditions and BSC application conditions, which is the created point of the article, the article plans the performance index system in finance,clients,internal process and learning & growing for the corporation by introducing BSC introduces BSC in order to make sure the corporation can carry out the strategic plan in later management and realise the strategic objective.The reason why the article chooses BEAUTY STAR as the research subject is because the author once worked in the corporation and is very familiar with the status. More importantly, based on the actual case, the topic will be very helpful and meaningful as an actual reference in the choice and carry out of the strategic plan for those small and medium-sized enterprises with some capital accumulation which are trapped in development bottle neck and striving for new circle growth.