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论文编号：	4634
作者编号：	2220110600
上传时间：	2012/9/20 14:20:48
中文题目：	上海诚美化妆品公司商业模式重构研究
英文题目：	Research on Reconstruction of Commercial Model of Shanghai Canmay Cosmetic Company
指导老师：	杨斌
中文关键字：	关键词：商业模式 专业线 公司治理
英文关键字：	Key words: Business model Professional line Corporate governance
中文摘要：	随着经济的发展和人民生活水平的提高，化妆品不再是奢侈品，而作为日常生活用品走进了千家万户。中国改革开放以来，化妆品工业高速发展。中国的美容服务和化妆品销售领域行业规范尚未形成，内部竞争非常激烈。由于技术含量较低、所需资金相对较少，该行业的进入门槛并不高。在中国，大家耳熟能详的民族化妆品品牌并不多。一些民族企业家已经就国产日化行业的未来发展方向做出了有价值的探索，走出了一条不同于其他企业的创新之路。比如，最开始是给国外知名企业做代工，在积累资金的同时，默默积累自己的技术、人员等硬实力，终有一日，摆脱傀儡角色，走到前台，自力更生，生产出有竞争力的自主品牌，其中少部分企业还通过反向收购，合并原来控制他们的国外母公司，实现真正的赶超。当然，不仅仅在美容化妆产业出现，在消费电子行业、服装行业等，都有这一现象的出现。本文以诚美化妆品有限公司这一化妆品专业线的民族领先化妆品企业为例，讲述了企业通过重构商业模式、进入资本平台企图建立起新的竞争优势的案例。通过以上市为导向的商业模式重构，改善公司的管理能力和技术水平、业务能力，更好地使企业有形资产和无形资产相结合，才能产生综合整体地正面效用。中国的日化企业必须怀着坚定地信心做大做强，做美容护肤行业的世界领先者，有这样的志向，是成功的基础。从战略的视角，讲求策略，从融资、商业模式的洗练、品牌营销建设等几个关系企业价值创造的关键点着手，对企业进行改革和管理，才是企业在多变的环境和激烈的竞争中得到发展的有效方法。
英文摘要：	With the development of economy and the improvement of people's living standard, the cosmetic is no longer a luxury but as a daily walk into the country. Since China's reformed and opening up, the cosmetics industry got a high-speed development. China's standards of beauty services and cosmetics industry has not been formed, internal competition is fierce. Due to the low technicality, the few funds required, the industry's entry threshold is not high. In China, there are few familiar national cosmetics brands. Some national entrepreneurs have leaded a valuable exploration of the development direction of daily domestic chemical industry, walked out a different innovation way from other enterprises. For instance, the most famous foreign enterprises started from doing OEM, at the same time accumulating capital, skill, and other resources. And one day, got out of the puppet characters, and went to the front desk, self-reliance, produce their own competitive products, some enterprises reversed the original control and purchased their overseas parent company, accomplished a real caught up. Of course, this phenomenon is not only happened in the beauty of the make-up industry, also in the consumer electronics industry, garment industry and other area. This paper take Canmay cosmetic company——a cosmetics national professional leading cosmetics enterprises as an example, recounted enterprises reconstructing business model, to describe how to enter the capital platform to gain a new competitive advantage .The reconstruction of listed company oriented commercial model can help the company improving a company's management and technology and business level, promoting the combination of tangible assets and intangible assets, in order to gain integrated positive benefits. China’s commercial enterprises must have confidence, become the world leaders, have such ambitions is the foundation of success. From a strategic perspective, make business tactics, consider some key points as financial plan, business model, brand marketing .The reforming of management, is an effective method that makes the business survival in varied environment and violent competition.
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