MBA教育中心知识库

近年来国内经济快速发展，人民生活环境越来越好，消费能力也逐步增强，生活质量和幸福指数明显提升。人们消费理念由最初的满足基本生活需要，逐步向追求更好、更高生活品质转变，老中青追逐时尚热情不减，不断刷新对美的认识和发现美的新高度。化妆品行业借势而起，在这个向美前进的时代更是蒸蒸日上。我国化妆品行业规模大，预计未来市场潜力大还有扩大趋势。在颜值经济的背景下，化妆品消费习惯基本成型。

白雀羚品牌出生于1931年，已有90年历史，在20世纪二三十年代，百雀羚是国内真正的高端护肤品，许多高贵的女士使用百雀羚产品。然而20世纪90年代后，外国品牌强势进入中国市场，技术、管理理念和资本领先于国内品牌。国内美容品牌均受到冲击，甚至逐渐成为中低端的代名词。本文将以白雀羚公司作为研究主题，以独特的视角研究新零售扩张的影响，并在客观事实的基础上得出研究结果。

为了帮助百雀羚公司在激烈的化妆品市场竞争中取得更大优势，研究如何让国内化妆品行业建立更高效的商业模式，从新零售视角探索商业模式的更优策略。本文主要研究百雀羚公司的商业模式六要素，分析存在的问题以及优化策略。文章首先对国内外研究与相关理论做出了详尽的解释说明，从多个角度分析研究了百雀羚公司面临的战略环境。从百雀羚公司基本情况及经营现状结合魏朱商业模式六要素分析目前商业模式存在一些如定位模糊不准确，业务系统附加值低，关键资源和能力不强，盈利模式单一，以及价值主张不清晰等问题。基于问题分析为百雀羚的商业模式提出相应的优化策略及保障措施。通过一系列分析，希望能为百雀羚公司提供一份具有建设性的参考优化方案，帮助百雀羚公司在未来激烈的市场竞争之中迎来更好的发展，也为国内化妆品企业商业模式优化过程中提供一些参考。

China's economy has developed very well in recent years, and people have been very happy with the improvement of their consumption level. People have higher requirements for the quality of life.People pursue fashion enthusiasm, constantly refresh the understanding of beauty,set up a new height. Cosmetics industry is taking advantage of the opportunity in this era in the United States is thriving. Although the scale of China's cosmetics industry is large, it is expected that the future market potential and expansion trend.Under the background of appearance level economy, cosmetics consumption habits are basically formed.

Pechoin has a history of nearly a hundred years, and once provided high-end products for women in China. However, after the 1990s, foreign brands entered the Chinese market strongly, with technology, management concepts and capital leading domestic brands. Domestic beauty brands are impacted, and even gradually become the pronoun of low-end. This paper will take the company of Pechoin as a research subject to study the impact of new retail expansion from a unique perspective and draw the results based on objective facts.

In order to help Pechoin gain greater advantages in the fierce competition in the cosmetics market, I study how to make the domestic cosmetics industry set up a more efficient business model and explore better strategies of business model from the perspective of new retail. This paper mainly studies the six elements of the business model of the company, analyzes the existing problems and optimization strategies.The article first gives a detailed explanation of domestic and foreign research and related theories, and analyzes and studies the strategic environment faced by Pechoin Company from multiple perspectives. At present, there are some problems such as unclear positioning, low added value of business system, weak key resources and capabilities, single profit model, and value proposition not in line with the market trend. Based on the problem analysis, the corresponding optimization strategies and safeguard measures for the business model of Pechoin. I hope to provide a constructive reference optimization scheme for Pechoin companies and help them occupy a place in the fiercely competitive market in the future.