Study On The Development Strategy For LJ Company

Since Chinese economic reform,China's cosmetics industry has made big progress with the increase of China's national income and the continuous improvement of image requirements.In China,the cosmetics industry has maintained a rapid growth.From the perspective of the global market for the cosmetics industry,it has also maintained steady growth in recent years.The huge market share has attracted more and more capital and competitors.At present,both the domestic and international cosmetics market are dominated by famous brands.Is there any opportunity for domestic enterprises to rise?In this market environment and competitive situation,LJ company as a small cosmetics company,after the performance growth from 2016 to 2017,the company's development in 2018 encountered bottlenecks.It's a important question that what development strategy is suitable for LJ company.Taking LJ company as an example.Firstly,this thesis studies the external environment of the enterprise.The external environment mainly includes three parts: macro-environment,industry analysis and competition analysis.Secondly,it analyzes the internal environment of the company which including the company's operating model and main products,value chain analysis,resource analysis and capability analysis.Thirdly,it analyzes the strategy development,and it includes strategic planning,company strategy and competitive strategy.Finally,it explains how to implement the strategy,which including the rational allocation of resources,the improvement of ability,the improvement of basic business activities,and the change of support activities.Through the research in this thesis,it is found that the cosmetics industry has a broad market prospects while fierce competition.Meanwhile,the international brands are far ahead of domestic brands in terms of brand influence and scientific research capacity etc.Domestic brands want to achieve rapid development in the cosmetics industry and even lead the industry still have a long way.The thesis has important guiding significance for the current development of LJ Company.At the same time,it also supplies some references in strategy for the companies that similar to LJ company...