快消行业的盈利能力分析——以高露洁为例  

Profitability Analysis of FMCG Industry—Taking Colgate as an Example

作　　者：杜旭升 

机构地区：[1]西藏大学财经学院,西藏 拉萨

出　　处：《现代管理》2024年第10期2580-2587,共8页Modern Management

摘　　要：经济依始于民生,民生来源于衣食住行。快消行业是中国改革开放后最先兴起的行业,众多外资企业纷纷进驻中国抢占市场,各大本土民族企业也奋起直追,到1992年我国市场经济体制正式确立,超市开始出现在大街小巷,各大相关的日用品遍布在琳琅满目的货架上,这些日新月异与人们生活十分必需的商品就是快消品了。本文从中国的快消行业发展入手,选取最先进入中国市场的快消巨头公司高露洁作为案例分析,通过2016~2020年的利润表分析营业收入、营业利润、净利率等指标研究其盈利能力,而后选取雅诗兰黛、宝洁这两家快消巨头公司进行行业对比,最后分析高露洁面临的市场风险与机遇。The economy begins with people’s livelihood, people’s livelihood comes from food, clothing, housing, and transportation. The fast elimination industry is the first industry to rise after China’s reform and opening up. Many foreign-funded enterprises have entered China to seize the market. By 1992, our country’s market economy system had been formally established. Supermarkets began to appear in the streets. Starting with the development of China’s fast elimination industry, this paper selects Colgate, the first giant company to enter the Chinese market, as a case study to analyze its profitability by analyzing its operating income, operating profit, and net interest rate from 2016 to 2020, then selects Estée Lauder, Procter & Gamble to compare the industries, and finally analyzes the market risks and opportunities faced by Colgate.

关 键 词：快消行业 盈利能力 高露洁 市场经济体制 

分 类 号：F42[经济管理—产业经济]