Research On The Development Strategy Of Beijing R Cosmetics Company

In recent years, with the rapid development of Chinese economy and the continuous improvement of living standards, consumers excessively pursue cosmetics which are not necessary of life. Domestic and foreign brands are competing to scramble for the Chinese market as a big cake. Beijing R Cosmetics Company, whose products are facial masks, mostly in OEM manufacturing, is facing unprecedented opportunities, but also suffered a severe competition and challenge. It is of great significance that how for R Company to make proper strategies to enhance its own development and promote development of cosmetic industry at the same time.This paper takes Beijing R Cosmetics Company as the research object, and analyzes its internal and external environment, combined with the theory of strategic development. R’s external opportunities and threats then is obviously faced, so this paper put forward corresponding strategic plan, provide some references and suggestions for the development of R company. R company’s external opportunities in broad prospects for the cosmetics market, the rapid development of the industry, foreign brands in China, a shrinking share of the market and government policy support; external threats are foreign brands still account for the majority of market share, competition is becoming increasingly fierce, laws and regulations of China’s cosmetics is still not perfect, the local brand suffered a crisis of confidence, the overall technical level of domestic industry low, backward management etc.. Internal advantages including long history experience, sophisticated hardware equipment, the overall steady development, and grasp the core technology, difference advantage prominent, good reputation within the industry; internal weaknesses include the management of foundation is not strong, backward management, lack of key personnel, the advantage of products facing recession period, reform and innovation is insufficient, financing difficulties, but also suffered the factory moved the major change. Beijing R Cosmetics Company should be based on their own advantages and disadvantages, grasp the opportunity to develop their own development strategy, scientific management, pay great attention to the talents, increase innovation, strengthen marketing and promotion of enterprise culture, sustained, stable and healthy development of the realization of the company’s.