全球化妝品行業(yè)的探索性分析主要的競爭品牌，技術和市場的發(fā)展趨勢畢業(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，技術和市場的發(fā)展趨勢</p><p>　　本文回顧

33、了化妝品行業(yè)主要特點和在世界市場上的關鍵品牌。比較財務、SWOT分析。除了在技術和創(chuàng)新領域，對化妝品行業(yè)目前的狀況和發(fā)展趨勢進行了探討。本研究還深入分析了全球化對這個行業(yè)的影響。</p><p><b>　　1.行業(yè)背景</b></p><p>　　當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）產品構成了大約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行業(yè)的一些事實。美國是世界上最大的市場，但法國是化妝品產品最大的出口商。市場的增長已經從西方轉移到美國南部地區(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。盡管全球經濟危機，化妝品和香水業(yè)仍然表現良好，整個行業(yè)平均增長率近5%。</p><p><b>　　2.行業(yè)領導者</b></p><p>　　盡管美國經濟放

35、緩，仍然是彩色化妝品最大的消費地區(qū)，全球最頂級的化妝品制造商看到積極的前景。據歐睿國際，一個在芝加哥、倫敦和新加坡設有辦事處的全球市場調研公司。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，總價值24.4億美元的全球化妝品市場。</p><p>　　3、財務、SWOT分析</p><p>　　財務、SWOT分析最重要的是要將財務報表作為一個整體，而不僅僅是利潤。我們應該關心公司未來的業(yè)績。在化妝品行業(yè)的主要參與者是財務分析的重要組成部分之一，用它來預測未來的產業(yè)現狀。SWOT分析允許我們分析一個公司，他們的業(yè)務目標，計劃和決定。它也有助于對行業(yè)和公司本身的積極和消極的預

37、測。</p><p><b>　　4.安全問題</b></p><p>　　FDA繼續(xù)編寫關于神經反應癥狀，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)院禁止手術室護士使用香水。一個自稱的化學過敏想要禁止在公共場所使用香水的國家基金會。雖然該行業(yè)的安全記錄一直很好，一些經驗豐富的行業(yè)觀察人士表示，持續(xù)的安全關注會越來越少，新公司出現

38、了。</p><p><b>　　5.環(huán)境問題</b></p><p>　　日益關注的環(huán)境問題也影響了行業(yè)。一些調查表明污染意識的提高及相關問題。2000，紐約調查組估計，1880萬個美國家庭對環(huán)境感興趣。這些消費者，被稱為“綠色消費者，'約占20%的美國人口，他們的人數將增加。在一份關于綠色消費者的調查中，找到紐約調查組列舉的三大問題：動物權益保護物種，清潔

39、的空氣和水的供應和廢物管理。一個香水行業(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，因為許多芳香成分是不溶于水的。為了幫助材料溶于水，而且不影響產品的質地，避免可能出現的安全隱患。推進劑和許多行業(yè)內也使用的其他成分。揮發(fā)性有機化合物，導致地面臭氧稀薄。在加利福尼亞，從古龍水，香水，花露水，須后水的揮發(fā)性有機化合物的排放量幾乎每天達到170

40、0磅。紐約和其他國家預計將遵循，批準和頒布實施計劃。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)與計劃，許多香水和化妝品公司帶來了“綠色”產品的市場空間。雅詩蘭黛介紹它的起源的皮膚護理產品，線體，芳香療法，和化妝。線是促進自然和非動物測試。物品在回收容器里</p><p><b>　　6.經濟的影響</b></p><p>　　除了周圍的動物試驗，環(huán)

41、保的社會和政治問題，以及產品的安全，該行業(yè)也被美國的經濟形勢的影響。香水，化妝品，和個人護理產品行業(yè)已經建立了一個經濟衰退時。廉價化妝品銷售已超過在三十年代的大蕭條時期的中等價位的食品和服裝?；瘖y品也在20世紀60年代和80年代出現衰退。在上世紀90年代早期的經濟衰退的同時也帶來了新的挑戰(zhàn)。假冒產品在低價格提供?？蛻粢蟮种聘邇r格和價值。對傳統(tǒng)的百貨商店關閉高檔線減少分銷渠道的數目。成本與產品推廣和營銷轉向更經常地增加，如免費提供昂貴產

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，高檔制造商轉向自我服務包裝和銷售大量折扣的商品。然而，有時低檔次定價會將產品的形象定位在高檔和大眾產品之間。大眾營銷人員集中在能產生更多的利潤的渠道。1999，據報道，在行業(yè)中的一個主要的活動是向消費者提供健康和美容產品的高級版本的趨勢（舍維什

43、，2003）。有一種日益增長的趨勢是化妝品行業(yè)的全球化；例如，行業(yè)領導人關注的產品線和營銷在美國的少數利基市場，主要是針對具體的化妝品和皮膚護理需要亞洲，非洲裔美國人和拉丁裔消費者。這段文章報道了1997年化妝品創(chuàng)造出2100萬美元的銷售額，這個市場預計將繼續(xù)快速增長。據塞利格經濟增長中心的調查顯示，在美國的購買力上升的同時，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%，達到5330億美元，。

44、這群人花費其收入的比例較高。在同一時期，塞利格中心報道說，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站上，與實驗上的顏色進行對比。數字營銷的一個優(yōu)勢是，活動可以達到一定的速度?；顒涌梢栽谝恢軆冉ⅲ皇切枰ㄈ齻€月的時間在光滑的月刊雜志上刊登廣

45、告，使化妝品的網上活動理想地展開。然而，化妝品公司，它可能是一個比其他行業(yè)市場更具有較大飛躍的領域，因為很多產品的買賣是依賴于面對面的咨詢。在采樣時可在線，通過打印憑證，它是一個更大的挑戰(zhàn)，特別是顏色和紋理不能準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絡驅動器的用戶對化妝和樣品的美容專柜。此外，一些專家認為，移動營銷是比網絡營銷更適合的化妝品品牌營銷。對男性來說，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

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觀眾，這是一個理想的工具，推動他們的美容專柜。</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。市場調研公司聲稱民族化妝品市場主要是由美白產品來推動的，或解決不均

47、勻膚色，成人痤瘡和色素沉著。少數皮膚護理市場也有更溫和的配方的需求。去除暗斑標準的有效成分是已對苯二酚，現在這是由面臨更嚴格的監(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，它是全球范圍內關于協調溝通，給客戶信息

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