Research On The Competitive Strategy Of Mixiangyuan Company

China's cosmetics industry market is developing rapidly.But the domestic high-end cosmetics market is monopolized by foreign companies,the middle market is occupied by the joint venture brands,and local cosmetics companies can only operate in the low-end market.However,with the gradual penetration of foreign capital on the low-end cosmetics market,China's domestic cosmetics companies are facing the danger of disappearing.In the crisis,local cosmetics enterprises must find the right strategy to enhance competitiveness and promote their sustainable development.This paper takes Mixiangyuan Company as an example and uses the method of literature analysis,case analysis,investigation and other methods to analysis the competitive strategy of the company.Firstly,this paper analyzes the internal and external environment of the Mixiangyuan Company.In the external environment analysis,it analyzed the company development of macro environment and the competitive environment of the industry through the PEST analysis method,Porter's five forces model,and the EFE matrix analysis method carried on the analysis and evaluation for the external environment of the company.In the analysis of internal environment,the internal environment of the company is analyzed in detail from two aspects of the company's internal resources and the ability of the enterprise.At the same time,it uses the IFE analysis the company's internal environment.And then it set up the Mixiangyuan Company SWOT matrix.According to the external opportunities and threats,the internal advantages and disadvantages,it establishes the company SWOT matrix.According to the actual development of the company,it was put forward that the strategy of the company.The strategy contains SO strategy,WO strategy,ST strategy and WT strategy.Then,this paper puts forward to use the differentiation strategy as the focus of the company.Finally,it put forward the Mixiangyuan Company competitive strategy implementation and safeguards measures.According to the actual situation of Mixiangyuan Company,it puts forward the specific measures of differentiation strategy.At the same time,it gives the safeguards measures from the perspective of organizational leadership,staff comprehensive quality,customer relations,corporate culture.Through this article to the Mixiangyuan Company competitive strategy research,it finds suitable for the development of competitive strategy and provide a reference for Mixiangyuan Company.At the same time,the study of this paper can provide some ideas for development of China's domestic cosmetics industry,and promote their healthy development.