随着我国人民生活水平的提高,化妆品消费群体逐步扩大。巨大的市场需求吸引了众多国际化妆品品牌入驻中国,本土化妆品品牌将面临更加严峻的竞争。本文从品牌影响力、资金能力、研发能力、业务增长率等关键因素进行实证研究,为本土化妆品企业竞争力的提升提出相关建议。 With the improvement of the living standards of our people, the consumption of cosmetics has gradually expanded. Huge market demand has attracted many international cosmetics brands to settle in China, and local cosmetics brands will face more severe competition. This article conducts empirical research on key factors such as brand influence, financial capability, research and development capabilities, and business growth rate, and proposes relevant suggestions for the improvement of the competitiveness of local cosmetics companies.