日化产业的五力模型分析——以上海家化为例

Analysis of China daily chemical industry Structure Basedon Porter's Five Forces Mode

日化产业是一个与居民生活息息相关的产业,但在中国市场上却是外资品牌占主要地位。为了更好的促进本土日化产业的发展,以上海家化为例,本文应用波特五力模型,从现有竞争者、买方议价能力、供应商议价能力、替代产品的威胁和潜在进入者威胁这五个方面分析中国日化产业的行业环境,找到本土日化产业发展的不足,并且提出相关政策建议。

In China, most of the Chinese daily chemical market is occupied by foreign daily chemical brands , and Chi- nese local brands were weak. With the application of Porter＇ s Five Forces Model, this paper analyses the daily chemical industry structure from five aspects, including degree of rivalry between the existing competitors, the bargaining power of buyers, the bargaining power of suppliers, the threat of substi-tute products and the threat of newcomers. At last , there are some suggestions which may be useful reference to daily chemical industry .