摘要 

改革开放以来，中国化妆品市场繁荣发展，现已成为全球最大的化妆品市场之一。受绿色环保的消费观念的影响，化妆品行业呈现天然化发展的趋势。然而随着市场的开放，国外品牌涌入带来激烈的竞争，国产化妆品牌如何在激烈的竞争中实现发展备受关注。百雀羚是我国老字号草本化妆品品牌，近年来的发展在国产化妆品中脱颖而出。悦木之源是美国雅诗兰黛旗下的天然化妆品牌，进入中国市场后受到广大中国消费者的欢迎。这两个品牌在国产化妆品品牌和国外品牌中具有代表性。本研究以这两个品牌为例进行SWOT分析，对它们在中国天然化妆品市场上发展的优势、劣势、机会、威胁进行探讨，从而为百雀羚的发展提出建议，也希望可以为国产天然化妆品的发展提供借鉴。

关键词：百雀羚 悦木之源 SWOT分析法 

Contents

1 Introduction 1

2 The Status Analysis of Chinese cosmeticss Market 2

2.1 The Status of Chinese cosmeticss Market 2

2.2 The Status of Pechoin’ Market 4

2.3 The Status of Origins’ Market 4

3 The SWOT Analysis Between Pechoin and Origins 5

3.1 The Notion of SWOT 5

3.2 The Strengths Analysis of Pechoin and Origins 6

3.2.1 The Strengths of Pechoin 6

3.2.2 The Strengths of Origins 7

3.3 The Weaknesses Analysis of Pechoin and Origins 8

3.3.1 The Weaknesses of Pechoin 8

3.3.2 The Weaknesses of Origins 9

3.4 The Opportunities Analysis of Pechoin and Origins 10

3.4.1 The Opportunities of Pechoin 10

3.4.2 The Opportunities of Origins 11

3.5 The Threats Analysis of Pechoin and Origins 12

3.5.1 The Threats of Pechoin 12

3.5.2 The Threats of Origins 13

4 Implication for the Development of Pechoin 14

5 Conclusion 16

Works Cited 17

Acknowledgements  18