全球化妝品行業(yè)的探索性分析主要的競爭品牌，技術(shù)和市場的發(fā)展趨勢(shì)畢業(yè)論文外文翻譯

1、<p><b>　　中文3117字</b></p><p>　　Exploratory Analysis of Global Cosmetic Industry: Major Players, Technology and Market Trends</p><p>　　Humans for time immemorial have used cosmeti

2、cs, an industry dominated by a few major players. The study reviews main characteristics of this industry and also the key players in the world marketplace. Comparative financial and SWOT analyses provide an enhance dund

3、er standing of the industry. In addition to technology and innovations, current conditions and trends in the cosmetic industry are explored. The study also analyzes in depth the impacts of globalization on this industry.

4、</p><p>　　1. Industry background</p><p>　　When people mention about the cosmetic industry, it mostly refers to only color cosmetic or makeup segment. In 2010, Cosmetics (Makeup) products constit

5、uted roughly 18% of total global market for Cosmetics, Toiletry, and Fragrance. Let us review some more facts about this industry. USA is the biggest market in the world, but France is the biggest exporter of cosmetic pr

6、oducts worldwide. The growth of market has shifted from Western hemisphere to developing regions in South America, Eastern Europ</p><p>　　2. Industry leaders</p><p>　　Despite the economic slowdo

7、wn in the US, the largest geographic consumer of color cosmetics, most top global cosmetics makers are seeing positive growth. according to Euro monitor International, a global market research firm with offices in Chicag

8、o, London and Singapore. Es tee Lauder Company (10.9%), Procter & Gamble Company (9.3%), Revlon Inc. (7.1%), and Avon Products Inc. (4.7%) round out the top five. Bushido Company Limited (4.2%), City Inc. (3.3%), Kan

9、ebo Limited (2.1%), Kose Company Limi</p><p>　　3. Financial and SWOT analyses</p><p>　　It is important to look at the financial statements as a whole than just the profits. We should be concerne

10、d about future performance of companies. Financial analysis of major players in cosmetic industry is important as one uses it to anticipate future conditions of industry. The SWOT analysis allows us to analyze a company,

11、 their objectives, business plans and decisions. It also facilitates reviewing the positives and negatives of the industry and the company itself. </p><p>　　4. Safety concern</p><p>　　The FDA co

12、ntinued compiling complaints from customers about neurological reactions to perfumes including symptoms such as burning of the eyes, nose, and throat; flushing; dizziness; nausea; difficulty in breathing; memory loss; an

13、d drowsiness. Some hospitals banned the use of perfumes by operating room nurses. A group calling itself the National Foundation of the Chemically Hypersensitive wanted to ban the use of fragrances in public meeting plac

14、es. Although the industry’s safety record before t</p><p>　　5. Environmental issues</p><p>　　Growing concern about environmental issues also affected the industry. Several surveys demonstrated i

15、ncreased awareness of pollution and related issues. In 1990, Find/SVP (a New York survey group) estimated that 18.8 million US households were environmentally interested shoppers. These consumers, called ‘Green consumers

16、,’ accounted for about 20% of the US population and their number was expected to increase. In a report on Green consumers, Find/SVP cited three main concerns: animal rights and sp</p><p>　　One of the most co

17、ntroversial environmental matters facing the fragrance industry was pressure to reduce its use of volatile organic chemicals (VOCs). The most popularly used VOC was ethyl alcohol, which functioned as a solvent. The indus

18、try claimed that water was not a good substitute for ethyl alcohol because many fragrance ingredients were not water-soluble. Ingredients designed to help materials dissolve in water affected product texture and also pre

19、sented possible safety concerns. Propellan</p><p>　　6. Economic impact</p><p>　　In addition to the social and political concerns surrounding animal testing, environmentalism, and product safety,

20、 the industry was also affected by the USA’s economic situation. The perfume, cosmetic, and personal care products industry had established a ‘recession proof’ image when sales of inexpensive cosmetics had outsold mid-pr

21、iced food items and clothing during the Depression of the 1930s. Cosmetics also did well during the recessions of the 1960s and 1980s. The recession of the early 1990</p><p>　　7. Marketing and distribution c

22、hannels</p><p>　　In an effort to move away from traditional department store cosmetic counters, upscale manufacturers turned to self-serve packaging and sold greater volumes to discounters. This enabled reta

23、ilers to place items on sale. Depressed pricing, however, sometimes diminished a product’s image. Bridge brands were increasingly aimed at a niche between the upscale and mass markets. Mass-marketers focused on increasin

24、g volumes to generate more profit. In 1999, it was reported that one of the major movement</p><p>　　8. Information systems</p><p>　　The explosion of different online advertisement formats has he

25、lped. This allows customers to upload their digital photos onto the site to experiment on-screen with the colors on their own faces. One advantage of digital marketing is the speed at which campaigns can be pulled toget

26、her. Campaigns can be set up in a week, rather than the three month lead-times often required when advertising in glossy monthly magazines, which makes online activity ideal for cosmetic product launches. However, for &l

27、t;/p><p>　　9. Customized cosmetics</p><p>　　The cosmetics industry is also boosting sales by adding products that cater to the needs and desires of people with particular ethnic backgrounds, skin a

28、nd hair types, and genetic characteristics. Market research firm Euro monitor (London) claims that ethnic cosmetics and toiletries market is driven largely by products that whiten the skin of Asia/Pacific consumers, or a

29、ddress uneven skin tone, adult acne, and hyper-pigmentation in African-Americans. The ethnic skin care market is also influence</p><p>　　10. Impacts of globalization</p><p>　　Globalization means

30、 more than just being present in many countries, it is about communicating, harmonizing the message given to a customer, and the end-consumer (Cooney-Curran, 2003). One important issue relates to understanding global req

31、uirements. For example, for a US company’s product to be accepted by Japanese consumers, that is not necessarily only an issue for its marketing personnel in Japan, but also for its marketing personnel in Australia, who

32、sell to a company that sells in Japan. An</p><p>　　文章出處：Sameer kumar, College of business, University of St Thomas, Jan.2009.</p><p>　　全球化妝品行業(yè)的探索性分析：主要的競爭品牌，技術(shù)和市場的發(fā)展趨勢(shì)</p><p>　　本文回顧

33、了化妝品行業(yè)主要特點(diǎn)和在世界市場上的關(guān)鍵品牌。比較財(cái)務(wù)、SWOT分析。除了在技術(shù)和創(chuàng)新領(lǐng)域，對(duì)化妝品行業(yè)目前的狀況和發(fā)展趨勢(shì)進(jìn)行了探討。本研究還深入分析了全球化對(duì)這個(gè)行業(yè)的影響。</p><p><b>　　1.行業(yè)背景</b></p><p>　　當(dāng)人們提到的化妝品行業(yè)，它主要是指只彩色化妝品。2001年，化妝品（彩妝）產(chǎn)品構(gòu)成了大約18%的化妝品，化妝品和香水占全

34、球市場。讓我們回顧一下這個(gè)行業(yè)的一些事實(shí)。美國是世界上最大的市場，但法國是化妝品產(chǎn)品最大的出口商。市場的增長已經(jīng)從西方轉(zhuǎn)移到美國南部地區(qū)，歐洲東部和亞洲，特別是中國，在過去的5年每年有超過10.4%的年均消費(fèi)。盡管全球經(jīng)濟(jì)危機(jī)，化妝品和香水業(yè)仍然表現(xiàn)良好，整個(gè)行業(yè)平均增長率近5%。</p><p><b>　　2.行業(yè)領(lǐng)導(dǎo)者</b></p><p>　　盡管美國經(jīng)濟(jì)放

35、緩，仍然是彩色化妝品最大的消費(fèi)地區(qū)，全球最頂級(jí)的化妝品制造商看到積極的前景。據(jù)歐睿國際，一個(gè)在芝加哥、倫敦和新加坡設(shè)有辦事處的全球市場調(diào)研公司。雅詩蘭黛公司（10.9%），寶潔公司（9.3%），露華濃公司（7.1%），（4.7%）和雅芳產(chǎn)品公司名列前五位。資生堂有限公司（4.2%），科蒂公司（3.3%）（2.1%），嘉麗寶有限公司，高絲有限公司（2%）和香奈爾公司（1.7%）名列前10位。這些制造商占62.1%，即15150000000

36、美元，總價(jià)值24.4億美元的全球化妝品市場。</p><p>　　3、財(cái)務(wù)、SWOT分析</p><p>　　財(cái)務(wù)、SWOT分析最重要的是要將財(cái)務(wù)報(bào)表作為一個(gè)整體，而不僅僅是利潤。我們應(yīng)該關(guān)心公司未來的業(yè)績。在化妝品行業(yè)的主要參與者是財(cái)務(wù)分析的重要組成部分之一，用它來預(yù)測未來的產(chǎn)業(yè)現(xiàn)狀。SWOT分析允許我們分析一個(gè)公司，他們的業(yè)務(wù)目標(biāo)，計(jì)劃和決定。它也有助于對(duì)行業(yè)和公司本身的積極和消極的預(yù)

37、測。</p><p><b>　　4.安全問題</b></p><p>　　FDA繼續(xù)編寫關(guān)于神經(jīng)反應(yīng)癥狀，如眼睛，鼻子和喉嚨燃燒，客戶投訴；頭暈；惡心；呼吸困難；記憶喪失、嗜睡。一些醫(yī)院禁止手術(shù)室護(hù)士使用香水。一個(gè)自稱的化學(xué)過敏想要禁止在公共場所使用香水的國家基金會(huì)。雖然該行業(yè)的安全記錄一直很好，一些經(jīng)驗(yàn)豐富的行業(yè)觀察人士表示，持續(xù)的安全關(guān)注會(huì)越來越少，新公司出現(xiàn)

38、了。</p><p><b>　　5.環(huán)境問題</b></p><p>　　日益關(guān)注的環(huán)境問題也影響了行業(yè)。一些調(diào)查表明污染意識(shí)的提高及相關(guān)問題。2000，紐約調(diào)查組估計(jì)，1880萬個(gè)美國家庭對(duì)環(huán)境感興趣。這些消費(fèi)者，被稱為“綠色消費(fèi)者，'約占20%的美國人口，他們的人數(shù)將增加。在一份關(guān)于綠色消費(fèi)者的調(diào)查中，找到紐約調(diào)查組列舉的三大問題：動(dòng)物權(quán)益保護(hù)物種，清潔

39、的空氣和水的供應(yīng)和廢物管理。一個(gè)香水行業(yè)面臨的最有爭議的是環(huán)境問題的壓力，降低其使用的揮發(fā)性有機(jī)化合物（VOCs）。最普遍使用的VOC是將乙醇作為溶劑。該行業(yè)聲稱的水不是很好的替代品，因?yàn)樵S多芳香成分是不溶于水的。為了幫助材料溶于水，而且不影響產(chǎn)品的質(zhì)地，避免可能出現(xiàn)的安全隱患。推進(jìn)劑和許多行業(yè)內(nèi)也使用的其他成分。揮發(fā)性有機(jī)化合物，導(dǎo)致地面臭氧稀薄。在加利福尼亞，從古龍水，香水，花露水，須后水的揮發(fā)性有機(jī)化合物的排放量幾乎每天達(dá)到170

40、0磅。紐約和其他國家預(yù)計(jì)將遵循，批準(zhǔn)和頒布實(shí)施計(jì)劃。在加利福尼亞，法規(guī)在1995年1月1日生效。除了遵從VOC法規(guī)與計(jì)劃，許多香水和化妝品公司帶來了“綠色”產(chǎn)品的市場空間。雅詩蘭黛介紹它的起源的皮膚護(hù)理產(chǎn)品，線體，芳香療法，和化妝。線是促進(jìn)自然和非動(dòng)物測試。物品在回收容器里</p><p><b>　　6.經(jīng)濟(jì)的影響</b></p><p>　　除了周圍的動(dòng)物試驗(yàn)，環(huán)

41、保的社會(huì)和政治問題，以及產(chǎn)品的安全，該行業(yè)也被美國的經(jīng)濟(jì)形勢(shì)的影響。香水，化妝品，和個(gè)人護(hù)理產(chǎn)品行業(yè)已經(jīng)建立了一個(gè)經(jīng)濟(jì)衰退時(shí)。廉價(jià)化妝品銷售已超過在三十年代的大蕭條時(shí)期的中等價(jià)位的食品和服裝?；瘖y品也在20世紀(jì)60年代和80年代出現(xiàn)衰退。在上世紀(jì)90年代早期的經(jīng)濟(jì)衰退的同時(shí)也帶來了新的挑戰(zhàn)。假冒產(chǎn)品在低價(jià)格提供。客戶要求抵制高價(jià)格和價(jià)值。對(duì)傳統(tǒng)的百貨商店關(guān)閉高檔線減少分銷渠道的數(shù)目。成本與產(chǎn)品推廣和營銷轉(zhuǎn)向更經(jīng)常地增加，如免費(fèi)提供昂貴產(chǎn)

42、品的策略。</p><p><b>　　7.市場營銷渠道</b></p><p>　　在努力擺脫傳統(tǒng)的百貨公司專柜銷售化妝品，高檔制造商轉(zhuǎn)向自我服務(wù)包裝和銷售大量折扣的商品。然而，有時(shí)低檔次定價(jià)會(huì)將產(chǎn)品的形象定位在高檔和大眾產(chǎn)品之間。大眾營銷人員集中在能產(chǎn)生更多的利潤的渠道。1999，據(jù)報(bào)道，在行業(yè)中的一個(gè)主要的活動(dòng)是向消費(fèi)者提供健康和美容產(chǎn)品的高級(jí)版本的趨勢(shì)（舍維什

43、，2003）。有一種日益增長的趨勢(shì)是化妝品行業(yè)的全球化；例如，行業(yè)領(lǐng)導(dǎo)人關(guān)注的產(chǎn)品線和營銷在美國的少數(shù)利基市場，主要是針對(duì)具體的化妝品和皮膚護(hù)理需要亞洲，非洲裔美國人和拉丁裔消費(fèi)者。這段文章報(bào)道了1997年化妝品創(chuàng)造出2100萬美元的銷售額，這個(gè)市場預(yù)計(jì)將繼續(xù)快速增長。據(jù)塞利格經(jīng)濟(jì)增長中心的調(diào)查顯示，在美國的購買力上升的同時(shí)，各民族之間的購買力也在上升：非洲裔美國人的購買力在1990年到1999年之間上升了73%，達(dá)到5330億美元，。

44、這群人花費(fèi)其收入的比例較高。在同一時(shí)期，塞利格中心報(bào)道說，西班牙的購買力大幅上升至84.4%。</p><p><b>　　8.信息系統(tǒng)</b></p><p>　　不同的在線廣告形式爆炸了。這允許用戶上傳自己的臉的照片到網(wǎng)站上，與實(shí)驗(yàn)上的顏色進(jìn)行對(duì)比。數(shù)字營銷的一個(gè)優(yōu)勢(shì)是，活動(dòng)可以達(dá)到一定的速度?；顒?dòng)可以在一周內(nèi)建立，而不是需要花三個(gè)月的時(shí)間在光滑的月刊雜志上刊登廣

45、告，使化妝品的網(wǎng)上活動(dòng)理想地展開。然而，化妝品公司，它可能是一個(gè)比其他行業(yè)市場更具有較大飛躍的領(lǐng)域，因?yàn)楹芏喈a(chǎn)品的買賣是依賴于面對(duì)面的咨詢。在采樣時(shí)可在線，通過打印憑證，它是一個(gè)更大的挑戰(zhàn)，特別是顏色和紋理不能準(zhǔn)確地傳送到電腦屏幕。這就是為什么很多美女在線推廣使用網(wǎng)絡(luò)驅(qū)動(dòng)器的用戶對(duì)化妝和樣品的美容專柜。此外，一些專家認(rèn)為，移動(dòng)營銷是比網(wǎng)絡(luò)營銷更適合的化妝品品牌營銷。對(duì)男性來說，更大的購買如汽車或假期。購物是一種真正的休閑的追求，和美容產(chǎn)

46、品涉及涂抹口紅在你的手上，而不是盯著屏幕。相反，短信正是年輕女性的目標(biāo)觀眾，這是一個(gè)理想的工具，推動(dòng)他們的美容專柜。</p><p><b>　　9.定制化妝品</b></p><p>　　化妝品行業(yè)也加入到滿足不同的需求和特定的種族背景的人的欲望的產(chǎn)品促銷，其中包括皮膚和頭發(fā)類型以及遺傳特性等的不同。市場調(diào)研公司聲稱民族化妝品市場主要是由美白產(chǎn)品來推動(dòng)的，或解決不均

47、勻膚色，成人痤瘡和色素沉著。少數(shù)皮膚護(hù)理市場也有更溫和的配方的需求。去除暗斑標(biāo)準(zhǔn)的有效成分是已對(duì)苯二酚，現(xiàn)在這是由面臨更嚴(yán)格的監(jiān)管Croda公司提出索賠。本公司一直在探索新的膚色的成分，它是純化濃縮的植物活性。</p><p><b>　　10.全球化的影響</b></p><p>　　全球化不僅僅意味著目前在許多國家的商品買賣，它是全球范圍內(nèi)關(guān)于協(xié)調(diào)溝通，給客戶信息

48、，并最終促使消費(fèi)者購買的狀況。一個(gè)重要的問題涉及全球需求。例如，一家美國公司的產(chǎn)品將被日本消費(fèi)者所接受，這不一定只有一個(gè)問題，其在日本的市場營銷人員，同時(shí)也可能是澳大利亞的銷售人員。另一個(gè)問題是全球定價(jià)。全球化帶來的匯率波動(dòng)，自由貿(mào)易協(xié)定的規(guī)定，使得全球化不是一個(gè)簡單的過程。消費(fèi)品公司都試圖把重點(diǎn)放在全球品牌與一個(gè)區(qū)域的捻度，以確保它們滿足區(qū)域發(fā)展趨勢(shì)的要求。大多數(shù)供應(yīng)商在全球環(huán)境下跨國經(jīng)營。因此，在世界各地區(qū)的民族主義在企業(yè)中扮演重要