从二十世纪八十年代开始至今，我国化妆品产业进入了飞速发展的阶段，2013年中 国超越日本成为世界第二大化妆品消费国，2017年中国化妆品的市场规模已超过全球市 场的百分之十，仅次于美国。在经济全球化下，越来越多的人们更加注重自身形象与颜 值，化妆品是我国继房地产、汽车和旅游之后，成为国民经济的第四大消费热点。 我国化妆品市场目前仍以大众市场为主，但高端产品的市场占比在不断地增加，高 端市场的发展较大众市场的增长也更快速；我国化妆品的高端市场仍被国际品牌主导。 目前，我国的化妆品企业正处于高度复杂性和动态性的经营环境。随着客户需求和 消费方式的变化以及来自全球性跨国品牌的强势竞争，我国的一些化妆品企业已经开始 顺势而为，创造了自己独特的竞争优势，为企业和客户获取了更多的价值，赢得了生存 和发展。而更多的化妆品企业特别是中小企业，却还处在摸索、跟风、挣扎或疲于应付 的阶段，他们固守陈规、经常陷入价格战的陷阱、缺乏系统有效的战略思维、不敢创新、 缺乏跟供应商和客户讨价还价的能力、没有更高的客户忠诚度等等。市场环境瞬息万变， 市场机会稍纵即逝，而来自竞争者的威胁却无处不在。如何破局？唯有开启基于科技创 新的企业发展战略之旅。 本文以广州YNR化妆品有限公司为研究对象，运用PESTEL模型、波特五力模型、 波特价值链模型、SWOT模型、内外部因素评价矩阵等，系统分析该企业的外部环境和内 部条件，揭示该企业的优势与劣势以及所面临的机遇与挑战，指出该企业制定和实施发 展战略的具体方法。 本文重点关注在人工智能、区块链、云计算、大数据、移动互联网等数字化、智能 化技术以及新材料、新能源等融入各行各业的新环境下，我国化妆品企业乃至所有企业 所面临的转型升级、构建竞争优势和核心竞争力、打破瓶颈获得永续生存和发展的实践。 在新常态下，中小企业战略管理明显表现出了 “短期”的特征，本研究以2020年 至2022年三年期作为战略研究时限。 关键词：化妆品；发展战略；人工智能 II RESEARCH ON THE DEVELOPMENT STRATEGY OF GUANGZHOU YNR COSMETICS CO., LTD ABSTRACT Since the 1980s, China's cosmetics industry has entered a stage of rapid development. In 2013, China surpassed Japan to become the world's second largest cosmetics consumer. In 2017, the market size of Chinese cosmetics has exceeded 10% of the global market, second only to the United States. Under the economic globalization, more and more people pay more attention to their own image and appearance level. Cosmetics, after real estate, automobile and tourism, have become the fourth major consumption hot spot in the national economy. China's cosmetics market is still dominated by mass market now, but the market share of high-end products is constantly increasing, and the development of high-end market is faster than that of mass market. China's high-end cosmetics market is still dominated by international brands. At present, China's cosmetics enterprises are in a highly complex and dynamic operating environment. With the change of customers' demands and consumption patterns and the strong competition from global multinational brands, some cosmetic enterprises in China have started to follow the trend and create their own unique competitive advantages, gain more value for enterprises and customers, and win the survival and development. And more medium and small-sized cosmetics enterprises are still in grope for, follow, struggling, or struggling to cope with the stage, they settled, often into the trap of price war, lack of effective strategic thinking, dare not innovation, lack of bargaining power with suppliers and customers, no higher customer loyalty, and so on. The market environment is changing rapidly, the market opportunities are fleeting, and the threat from competitors is everywhere. How to break the game? We can only start the journey of enterprise development strategy based on scientific and technological innovation. This paper, taking Guangzhou YNR cosmetics co., LTD as the research object, using the III PESTEL model, Porter five forces model, Porter value chain model，SWOT model and IFE&ETE matrix, etc., the system analysis of the enterprise external environment and internal conditions, revealing the advantages and disadvantages of the enterprise and the opportunities and challenges facing, points out that the enterprise development strategy formulation and implementation of specific methods. This article focuses on the artificial intelligence, chain blocks, cloud computing, big data, mobile Internet and digital, intelligent technologies such as new materials, new energy into the new environment in all walks of life, such as cosmetics enterprises in our country and even all the enterprises are facing the transformation and upgrading, build competitive advantage and core competitiveness, to break the bottleneck for sustainable survival and development of practice. Under the new normal, the strategic management of small and medium-sized enterprises (SMES) shows the characteristics of "short term". This study takes the three-year period from 2020 to 2022 as the strategic research time limit. KEY WORDS: Cosmetics； Development strategy；Artificial intelligence IV 目 录 摘要 .................................................................... I ABSTRACT ............................................................... II 第一章 绪论 ............................................................ 1 1.1 选题背景和研究意义 .................................................... 1 1.1.1 选题背景 ............................................................ 1 1.1.2 研究意义 ............................................................ 3 1.2 文献综述 .............................................................. 4 1.2.1 国内外化妆品政策与产业发展研究 ...................................... 4 1.2.2 化妆品企业发展战略研究 .............................................. 6 1.2.3 相关文献述评 ........................................................ 6 1.3 研究内容与方法 ........................................................ 6 1.3.1 研究内容 ............................................................ 7 1.3.2 研究方法 ............................................................ 7 1.4 创新和不足之处 ........................................................ 8 第二章 企业内部条件分析 ................................................ 9 2.1 广州YNR化妆品有限公司简介 ............................................ 9 2.2 公司优势分析 ......................................................... 10 2.2.1 优秀的企业文化 ..................................................... 11 2.2.2 相对完善的管理机制和规模效应 ....................................... 13 2.2.3 相对成熟稳定的供应链系统 ........................................... 14 2.2.4 精良的产品研发和过硬的产品品质 ..................................... 15 2.2.5 资产优良 融资能力较强 .............................................. 15 2.3 公司的劣势分析 ....................................................... 16 2.3.1 销售渠道单一 对中间商的依赖度过高 .................................. 16 2.3.2 经营成本高 资金周转慢 .............................................. 16 2.3.3 业务量逐年下降 盈利能力逐步降低 .................................... 16 2.4 优劣势量化分析 ....................................................... 17 2.5 内部条件分析结论 ..................................................... 19 V 第三章 企业外部环境分析 ............................................... 20 3.1 宏观环境分析 ......................................................... 20 3.1.1 政治与法律环境 ..................................................... 20 3.1.2 经济与技术环境 ..................................................... 22 3.1.3 社会与环保环境 ..................................................... 23 3.2 行业发展趋势分析 ..................................................... 24 3.2.1 工业经济发展进程中的化妆品产业 ..................................... 24 3.2.2 产业发展态势与技术 ................................................. 25 3.3 行业竞争环境分析 ..................................................... 27 3.3.1 五力模型分析 ....................................................... 27 3.3.2 竞争对手分析 ....................................................... 29 3.4 机会-威胁量化分析 .................................................... 31 3.5 外部环境分析