| Acknowledgements | 第4-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第7-18页 |
| 1 Introduction | 第18-22页 |
| 1.1 Research Background and Significance | 第18-20页 |
| 1.2 Research Methodology and Approach | 第20-21页 |
| 1.2.1 Research Methodology | 第20-21页 |
| 1.2.2 Research Idea | 第21页 |
| 1.3 Outline of This Paper | 第21-22页 |
| 2 Literature Review | 第22-34页 |
| 2.1 Strategy and Strategic Management | 第22-28页 |
| 2.2 Literature Review of Cosmetic Enterprise Strategy in China | 第28-30页 |
| 2.3 Analytic Tool | 第30-34页 |
| 3 Case Description | 第34-41页 |
| 3.1.An Introduction of DANZ Ltd Company | 第34-36页 |
| 3.2 Strategic Objectives of DANZ | 第36-37页 |
| 3.3 Strategic Planning and Its Implementation | 第37-38页 |
| 3.4 Industry Benchmark | 第38页 |
| 3.5 DANZ and ITS main rivalries and products | 第38-39页 |
| 3.6 The Problems Faced by DANZ | 第39-41页 |
| 4 Case Analysis | 第41-76页 |
| 4.1 Analysis of the Globe Cosmetics Industry | 第41-47页 |
| 4.2 Analysis of China’s Cosmetics Industry | 第47-53页 |
| 4.3 Analysis of External Environment of DANZ | 第53-60页 |
| 4.4 Internal Analysis of DANZ Ltd Enterprise | 第60-69页 |
| 4.4.1 Resource Analysis of DANZ Ltd Enterprise | 第61-67页 |
| 4.4.2 Analysis of the Current Capacity of DANZ Ltd Enterprise | 第67-69页 |
| 4.5 Analysis the implementation of the strategies of DANZ | 第69-72页 |
| 4.6 Comparative Analysis with the benchmark and main rivalries of DANZ | 第72-76页 |
| 4.6.1 Comparative Analysis with the Benchmark Company | 第72-73页 |
| 4.6.2 The strengths and weaknesses of the main rivalries of DANZ | 第73-74页 |
| 4.6.3 The SWOT analysis of DANZ | 第74-76页 |
| 5 Suggestions | 第76-92页 |
| 5.1 Adjustment of DANZ Strategic Objective | 第76页 |
| 5.2 Strategic Options for DANZ | 第76-81页 |
| 5.2.1 Omni-channel strategy, upgrade the O2O mode and integrate the online and offlineresources | 第76-79页 |
| 5.2.2 The diversification strategy of the product and brand | 第79-80页 |
| 5.2.3 Differentiation strategy and overall cost leadership strategy | 第80页 |
| 5.2.4 The strategy of merger and acquisition | 第80-81页 |
| 5.3 Methods for the Implementation of Its Strategy | 第81-85页 |
| 5.3.1 Reinforcement of the Top-Level Design, Establishment of Organization for ProperStrategic Objective | 第81-84页 |
| 5.3.2 Strengthen the capacity of product development, enhance core competitivenessby continuous innovation | 第84-85页 |
| 5.3.3 Provide strong financial support with resources | 第85页 |
| 5.4 Other Strategies for Policy-Implementation | 第85-92页 |
| 5.4.1 Package Strategy | 第85-87页 |
| 5.4.2 Forging Golden Product | 第87页 |
| 5.4.3 Marketing Strategy | 第87-92页 |
| 6 Conclusions | 第92-94页 |
| 6.1 Conclusions and Prospects | 第92-93页 |
| 6.2 Value for Application | 第93页 |
| 6.3 Suggestions for Further Studies | 第93-94页 |
| 7 References | 第94-96页 |
