我国化妆品自主品牌出口的问题及应对策略分析研究 市场营销专业VIP专享VIP免费

我国化妆品自主品牌出口的问题及应对策略ProblemsandCountermeasuresofChineseDomesticCosmeticsBrandsExport摘要近20年，中国化妆品市场高速发展。截止2017年，我国已经成为最大的化妆品市场之一。然而对于我国自主化妆品企业来说却内忧外患，在国内市场，中高端市场被外资和合资企业主导。而在国际市场，我国化妆品行业的出口增速和出口额都远远小于进口，长期处于贸易逆差，我国自主化妆品品牌在出口方面遇到了瓶颈。本文将从我国化妆品市场的现状切入，发掘我国自主化妆品的发展机遇，并从多个方面分析我国自主化妆品品牌出口受挫的原因，并针对原因提出应对策略，从而帮助我国自主化妆品品牌走向国际，扩大出口。AbstractInthepast20years，theChinesecosmeticsmarkethasdevelopedrapidly.By2017，China'scosmeticsmarkethasreached251.4billionyuaninretailsales，makingitoneofthelargestcosmeticsmarkets.However，thecosmeticsindustryinChinaissufferingfromdomesticandglobalproblems.Inthedomesticmarket，thehigh-endandmid-rangemarketaredominatedbyforeigncorporationsandjointventures.Intheinternationalmarket，China'scosmeticsindustry'sexportgrowthandexportsarefarlessthanimports，leadingtolong-termtradedeficit.China'sdomesticcosmeticsbrandintheexporthasencounteredabottleneck.ThisarticlewillstartfromthepresentsituationofChina’scosmeticsmarket,exploringthedevelopmentopportunitiesofChina'sdomesticcosmeticsandanalyzethereasonsforthefrustrationoftheexportofdomesticcosmeticsbrandsinChinafromvariousaspectsandthenproposecountermeasuresfortheproblems，thushelpingChina'sdomesticcosmeticsbrandstobecomeinternational.关键词：我国自主化妆品；出口；问题；对策；Keyword:Chinesedomesticcosmetics；Export；Problems；Countermeasures目录一、引言..........................................................................................................................................4二、我国化妆品行业的现状...........................................................................................................4（一）、总体现状..........................................................................................................................4（二）、进出口现状......................................................................................................................5三、我国化妆品自主品牌发展机遇...............................................................................................8（一）、跨境电商的迅猛发展.......................................................................................................8（二）、天然草本药妆成为化妆品行业的新热点.....................................................................10四、我国化妆品自主品牌出口的问题分析.................................................................................10（一）、化妆品质量低下............................................................................................................10（二）、行业规范和监管落后.....................................................................................................11（三）、科技水平低下，无法满足消费者需求.........................................................................11（四）、面临技术贸易壁垒.........................................................................................................12（五）、品牌建设意识薄弱.........................................................................................................13五、应对策略...............................................................