跨境电商对我国化妆品行业的影响及对策研究

在全球经济一体化下的背景下，化妆品行业的发展相当迅猛。在互联网普及的大环境下，跨境电商推动化妆品行业进入到了一个高速发展的阶段，市场对化妆品的需求不断增加。本文基于对当前中国的化妆品行业现状的理性思考，通过参考借鉴企业多元化战略，利用核心竞争力、战略管理等专业理论知识，列举出质量管理意识薄弱、研发投入不足、市场定位模糊和税收体制问题等方面在我国化妆品行业发展存在的问题。最后将理论知识与实际分析相结合，提出一些具体实施举措，厘清跨境电商对中国化妆品行业的影响及其对策研究，以提升中国化妆品行业的商业价值和竞争力。
关键词： 跨境电商；化妆品行业；对策研究

The Influence and Cross-Border E-Commerce on China's Cosmetics Industry and Countermeasures
Abstract: In the context of global economic integration, the development of the cosmetics industry is rapid. Upon the Internet, cross-border e-commerce promote the cosmetics industry to enter a stage of rapid development, and the market demand for cosmetics continues to increase. Based on the rational thinking of the present situation of China's cosmetics industry, through reference to the enterprise diversification strategy, the use of core competencies, strategic management and other professional theoretical knowledge, and lists four aspects in the background of cross-border e-commerce cosmetics Industry development of the main problems like weak quality management, lack of R & D investment, fuzzy market positioning and tax system. Finally, the combination of theoretical knowledge and practical analysis, put forward some concrete implementation measures to clarify the impact of cross-border e-commerce on China's cosmetics industry and its countermeasures to enhance the commercial value and competitiveness of China's cosmetics industry.
Key Words:  Cross - Border E-Commerce；Cosmetics industry；Countermeasure

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