I新零售时代娇兰佳人公司转型战略分析内 容 摘 要消费结构的不断升级，人们的消费观念的变化，他们更加注重个性化的需求，使得传统的零售模式不适应时代的发展，同时传统的电商也进入了饱和期。2016 年马云提出的“新零售”观点，给零售业注入了新鲜血液，开始进入新零售时代。在此背景之下，本文选择了对中国化妆品零售行业现状进行研究分析，以广州娇兰佳人化妆品有限公司作为研究的对象以及数据来源，通过运用案例分析法以及文献研究法进行研究，对其已存在的新零售转型战略进行针对性剖析，发现该公司在实施这些战略过程中存在产品同质化问题、APP 商城运营存在缺陷以及门店千店一面问题。本文通过运用波特五力模型以及 SWOT 分析法对存在的问题进行原因分析。针对这些问题，本文提出将品牌 IP 化，赋予人格化的品牌形象，突出品牌特色；将 APP 商城打造“社交+购物”的平台；构建场景化的零售模式以及实施数字化战略等解决对策，同时可能会给更多的化妆品零售企业转型提供一定的借鉴意义。关键词：新零售；化妆品零售；社交平台；转型战略IIAnalysis on Transformation Strategy of Guerlain Beauty Company in the New Retail EraAbstractWith the continuous upgrading of consumption patterns and the change of people's consumption concept, they pay more attention to personalized demand, which makes the traditional retail mode not suited to the development of the times, while the traditional e-commerce has also entered the saturation period. The "new retail" point of view put forward by Ma Yun in 2016 has injected new blood into the retail business and started to enter a new retail era. In this context, this paper chooses Guangzhou Guerlain Beauty Cosmetics Co., Ltd. as the research object and data source,through the use of case analysis and literature research, targeted analysis of its existing new retail transformation strategy, and finds that the company has problems of product homogeneity in the implementation of these strategies, defects in the operation of APP mall, and A thousand stor...
