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1、AcknowledgementsThereareafewpeopleIwishtothankforthehelpandsupporttheygavemewhileworkingonthisstudy.Firstly,IwouldliketothankMr.SuiGuangjun,mysupervisor,forhispreciousassistanceandencouragementthroughouttheperiodIwaswritingthispaper.Duringthisprocess,sometimesIhavegot
2、struckandalmosthavelostmycouragetocompletethisthesis.Icannotbelieveinmyself.Itisreallyachallengeforme.However,ImakeitjustonvirtueofthegoodinstructionfromMr.Sui.Heispatient,carefulandrigorous.SpecialthanksgotoMr.Sui,whosewordsofencouragementinspiredmetothecompletionofm
3、ygoal.Lastbutnotleast,agreat“thankyou”tomyfamilyfortheirfinancialsupportandemotionalconsolewithoutwhichIwouldnotbeabletofinishmystudiesandcompletethepaper.IAbstractItisestimatedthatthesalesvolumeofcosmeticshasdramaticallyincreasedatanannualrateof23.8%inthepast20yearsi
4、nchina,higherthantheannualgrowthrateofGDP.However,consumptionofcosmeticspercapitastilllagsbehind.Withtheconsumptionstandardofpeopleincreasing,moreandmorepeopleareabouttotapcosmetics.Thetotalmarketcapacityofcosmeticshasexceeded200billionRMBatpresent,itispredicatedthatt
5、heannualgrowthrateofcosmeticssalesvolumewillbemorethan10%inthecomingyears,andthemajordrivingforcesstemfromskincareproductsandmake-upproducts.However,thehigh-endmarketofcosmeticsinChinaarenowoccupiedbyforeign-fundedenterprises,suchasProcter&Gamble,UnileverandL'OrealGro
6、up.Thoseinternationalgiantshasenjoyedanoligopolycompetitionbyvirtueoftheircompetitivenessofbrandsandqualityoftheproducts,thustakingup80%marketshareinChinesemarket.Theprofitrateofthemhavereached10%,someevenenjoy20%-30%profitrate.Asaresult,morethan3,000cosmeticmanufactu
7、ringcompanieshavetoviewitheachotherinthelow-endmarketinthefieldofmassproductsclosetoordinarylife.GuangdongDANZLtdCompanyisaprivateenterprisewithrelativelylargescaleinthelocalcosmeticsindustry.IthasformulatedthestrategicgoaltobecometheTopThreeEnterpriseindomesticmarket
8、.However,comparedwithitsrivalries,thegrowthrateofthesalesrevenuehasslowdowninrecentyears.Confrontedwithincreasinglyfiercecom
