Study. Softto Cosmetics Market Competition Strategy

Our country has joined the WTO, the business enterprise face the vigorous market competition. The cosmetics industry that reform and opening at the earliest stage, national devotion and control minimal, compete however more vigorous. In this competition, SOFTTO has already gone out of one's own characteristic and possessed certain scale. Under the enormous competition pressure, how to depend on the advantage of the oneself and hold tight the opportunity to overcome own bad situation and get around the risk at the same time, it's the key success factor of the SOFTTO everevery enterprise.In the article, key success factor theories and product competition strategy theories analysised and studied systemly competition strategy of markets of SOFTTO cosmetics. At first useing PESTG et al. analyzed the exterior environment, and thinking that the SOFTTO is faced with opportunity to the market consumption increment of the company product, the subduction of material cost and the difference of consumption requirement. In the meantime, it is facing with the menace of the product renew rapidly, competition impetuously and consumer enhancing brand consciousness etc.; The next, using key success factor theories draw a conclusion that the key factor of the industry includes to the perfect degree of sales network, brand in network the management ability, quantity control ability and RD& innovation ability.Then, made use of the related theories to proceed the detailed research with the strategy ability and the internal resources term of the company to the SOFTTO , and proceed the analysis with the bad situation and the advantage of the company, getting the SOFTTO has themain advantage, such as product difference, brand advantage, funds advantage, marketing network etc.; Main bad situation, such as product quantity control, after sales service, product construction, customer satisfaction etc. The core competencies of the SOFTTO are analyzed by synthesizing the opportunity and threaten of the exterior, the advantage and inferior position of the internal ,and then obtained that the successful product difference and the funds advantage by using capital are the core competencies of its. And at the same time we suggest that the SOFTTO develops the core competencies of its own.Finally, according to the above analysis, we obtained some concrete competition strategy of the SOFTTO in the market, as follows:1. The brand difference strategy2. Customer satisfaction strategy3. The promotion strategy of form variety and level of structure plentifiilness4.The channel strategy of the structure and form with overlaying extensively and the diversification distribution5. Human resource management and entrepreneur strategyWe hope that these strategieses can be carried into execution in the SOFTTO. It will largen and strengthen the SOFTTO in some measure. At the same time the experience and shortage of the SOFTTO will help the cosmetics industry of our country in a sense to succeed and to take to the world.