广东东软学院本科生毕业设计（论文）消费升级背景下化妆品公司的竞争战略研究——以 W 内容摘要改革开放使我国的经济飞速发展，经济利好的大背景下，化妆品行业也紧跟着时代的脚步，化妆品在中国市场的逐渐崛起和壮大，蓬勃发展。得益于“消费升级”，化妆品行业也不断向高端化的趋势的前进。本篇论文以广东 W 公司为研究对象，对 W 公司的竞争格局进行了系统性的分析，总结出 W 公司自身存在的优势劣势和机会威胁并做出 SWOT 分析矩阵，为最终选择的竞争战略提供了理论基础和理论依据，在充分分析论证的基础上提出对应的战略。关键词：化妆品 SWOT 竞争战略 新零售战略AbstractThe reform and opening up has led to the rapid development of China's economy. Under the background of remarkable economy, the cosmetics industry also follows the pace of The Times, and the cosmetics market in China gradually rises and grows and develops vigorously. Thanks to the "consumption upgrade", the cosmetics industry is also moving towards the high-end trend.This paper takes W Company as the research object, systematically analyzes the competitive landscape of W Company, summarizes the advantages, disadvantages, opportunities and threats of W Company and makes a SWOT analysis matrix to provide the final choice of competitive strategy. Based on the theoretical basis and theoretical basis, the corresponding strategy is proposed on the basis of full analysis and demonstration.KeyWords：cosmetics SWOT competitive strategy new retail strategyPAGE \* MERGEFORMAT2广东东软学院本科生毕业设计（论文）目 录内容摘要...........................................................................................................IABSTRACT...................................................................................................II目 录...........................................................................................................III1 绪论...........................................................
