A Study on the Factors Affecting Brand Competitiveness of Cosmetics Enterprises: A Case Study of Shanghai Pechoin

Abstract

China’s economy has been growing, and the level of national consumption is rising rapidly. Chinese cosmetics enterprises ushered in a new era of rapid development. However, since the foreign well-known cosmetics enterprises have successively entered the Chinese market, the huge gap between Chinese cosmetics brands and foreign cosmetics brands makes Chinese cosmetics brands in a weak position in market competition. With their advantages, foreign well-known cosmetics enterprises have begun to gradually take the market share of Chinese cosmetics brands. Therefore, for cosmetics enterprises, only with strong brand competitiveness can survive and ensure the profit margin. In order to enhance and maintain a strong brand competitiveness in the competitive market, it is necessary to do in-depth research on the factors affecting the brand competitiveness of cosmetics enterprises.

        By adopting the method of case study, this paper takes Shanghai Pechoin company as a case. Through quantitative analysis of the competitiveness of this iconic national brand, the paper tries to clarify the relationships between brand competitiveness and brand market ability, brand management ability and brand basic ability. This paper also tries to point out the existing advantages and disadvantages of Shanghai Pechoin brand, and hence puts forward suggestions on the improvement of brand competitiveness. Based on the actual situation of China’s cosmetics market, from the three aspects of brand market ability, management ability, and basic ability, this paper puts forward strategies and suggestions to improve the competitiveness of cosmetics brands, specifically, expanding sales channels, optimizing marketing strategies, expanding product functions, improving product quality, increasing market research, developing new products, optimize the internal structure of the enterprise and improve the production efficiency.