国贸本科毕业论文中国化妆品贸易现状分析——以韩国化妆品为例_精品.doc

广东工业大学 华立学院 本科毕业设计（论文） 中国化妆品贸易现状分析 ——以韩国化妆品为例 论文题目 中国化妆品现状分析 ——以韩国化妆品为例 系 部 外语外贸学部 _ 专 业 国际经济与贸易 班 级 11国际经济与贸易1班 学 号 26031101035 学生姓名 余佳燕 指导教师 章雷  摘 要 自进入21世纪以来，中国投入世界经济大潮，俨然成为环球经济发展最为快速的区域之一。化妆品作为一个新兴产业，其发展速度之快不容小觑。在化妆品文化充斥市场的今天，随着消费者需求的日益增多，市场中出现的化妆品品牌也逐年累加。而随着日韩文化在中国的兴起，韩剧日剧中的化妆品也越来越收到消费者的追捧。中国化妆品行业目前被大量的日韩品牌化妆品充斥着，“国货”越来越受不到消费者的重视，中国化妆品行业目前面临着严峻的考验，化妆品行业竞争日益激烈，所以如何面对日韩化妆品充斥中国市场的局面，是中国生产商的首要解决的问题。本文将从日韩化妆品的营销策略为切入点，分析日韩化妆品在中国收到热捧的原因，以及其在华发展的优势和市场营销策略。然后通过比较的方法，分析中国化妆品行业的现状和存在的问题。分别为产品质量不高，自主研发不足，品牌建设薄弱，市场定位不明确等，并针对目前中国化妆品市场存在的问题提出相应的建议和对策，并对中国化妆品的未来加以展望。 关键词：化妆品行业，日韩，分析，借鉴 Abstract Entered in twenty-first Century, China, as one of the most rapid development regions of the global economy has been developed rapidly. Cosmetics as an emerging industry, cannot ignore its development speed. Nowadays, more and more consumers spending cosmetics, in fact, the cosmetic market is full of the brand. Because of the population of the Japan and South Korea culture, more and more people is crazy for the cosmetics which is appear in the Japanese and Korean drama. Chinese cosmetics market industry is full of Japanese and Korean cosmetics brand, this seance means the Chinese brand is let down by the consumers. Chinese cosmetics is in a face of serious test, the cosmetics industry competition is intense, how to solve the market is full of Japanese and Korean brand, is the most important question. This paper will analysis the reason, why Japanese and Korean cosmetics will be popular in China, and its development of competitive, basic on the marketing strategy. Compare of Chinese brand and Japanese and Korean brand, analysis the status of Chinese cosmetics market and the problem.Pointed out the problems in Chinese cosmetics, including poor quality of products, lack of independent research and development, brand building and marke