摘要：随着中国市场经济的快速增长，日化行业得到了空前的发展。本土日化市场上各种日化企业之间的相互竞争变得更为激烈，特别是国际上的日化巨头公司在中国市场的驻扎，直接导致了国内本土日化企业在本土市场上发展的困境。上海家化，作为中国本土日化企业的领头羊，在面对多重市场竞争的压力下，利用自身优势守住市场，开辟了民族日化企业的复兴之路。

　　　本文通过对上海家化公司的国内本土市场环境和其现阶段的营销策略分析，探究上海家化公司在营销策略实施过程中所遇到的实际问题，从而研究它的解决之道，并进一步地探析上海家化未来在国内本土市场上的发展营销策略。本文利用波特的“五力”分析法对其国内本土市场竞争力量进行全面分析，从多方面入手找出完善和提升上海家化公司国内本土发展的营销策略。从而打造一个实力强劲的本土日化企业。文章提出上海家化公司应该逐步地改变对中低端市场的依赖，从高端品牌渗透入手来加强自己的各个品牌管理，并且要注重价格的策略制定与渠道的控制平衡，这样才能促进上海家化在本土市场上更好地发展。希望本文能为国内日化行业的企业发展提供借鉴。

关键词：上海家化  本土化  营销策略

Abstract：with the rapid growth of China's market economy, daily cosmetics industry has achieved unprecedented development. In the domestic daily cosmetics market, competition between all kinds of daily cosmetics enterprises has become more and more fierce. Especially, the presence’s of international daily cosmetics giants in the Chinese market, has directly resulted in difficulties for the development of domestic daily cosmetics enterprises in the local market. Jahwa--the leader of China's domestic daily cosmetics enterprises—has taken full advantage of its own strengths and opened up a road of revival for domestic daily cosmetics enterprises under the pressure of multiple competitions in the market.

This paper, by analysis of the domestic market environment where Jahwa is situated and its current marketing strategy, explored the actual problems that Shanghai Jahwa are facing when implementing its marketing strategy, so as to propose the corresponding solutions for these problems. Then, the paper further analyzed the marketing strategy that Shanghai Jahwa should adopt for development in the future domestic home market. In this paper, Porter's "Five Forces" analysis method was adopted to carry out a comprehensive analysis of Jahwa’s competitive forces in domestic home market, in order to find out in many ways the marketing strategy that can perfect and improve Jahwa’s development in domestic home market, for the purpose of forging Jahwa to be the domestic cosmetics enterprise with great strengths. Also, the paper proposed that Shanghai Jahwa should gradually decrease its dependence on the low-end market while strengthen the management of its various brands by high-end brand penetration, besides, it should attach importance to the balance between the strategic planning of prices and channel control, so as to promote Shanghai Jahwa’s better development in the home market. It is to be expected that this paper will provide some references for the development of enterprises in domestic daily cosmetics industry.

Keywords: Shanghai Jahwa’s; Localization; Competitive strategy