英语报告范文.doc
REPORT ON L'ORéAL GROUP
1.Introduction
This report focuses on a successful international company in China - theL'Oréal Group. The topics covered include “The basic information”, “Should the company use e-commerce as the main distribution channel?”and “Suggestions under the current macroeconomic situation in China”.
2.The basic information
Primarily, the form of L'Oréal Group is corporation. It operates in many countries in the world and has many successful subsidiaries. Two of the best known are Lanc?me and The Body Shop. As a corporation the company has some distinct features. Firstly L'Oréal Group is a separate legal entity and secondly, the owners of L'Oréal Group are shareholders. Currently the major shareholders arethe Bettencourt family, Nestlé, international institutional investors,French institutional investors, individual shareholders, treasury stock and employees.Together with other shareholders, they own theL'Oréal Group but have only limited liabilities.
1)Undesirabledisadvantages
As a corporation is that it pays income taxes twice. Firstly, the company is required to pay income tax forthecompany earnings. When it distributes dividends to its shareholders, the shareholders need to pay individual income taxes for the dividends.
As a transnational corporation, the board of directors and officers comprise the management of L'Oréal Group.The top manager of L'Oréal is Jean-Paul Agon, who is the chairman and chief executive officer of the corporation.
In terms of what products or services provided, L'Oréal is the world
largestcosmetics company concentrating on hair color, skin care, sun protection, make-up, perfume and hair care as well as toxicology, tissue engineering, and biopharmaceutical research fields. Besides, the products it provides can be categorized as mass, professional, luxury and active cosmetics markets. Respectively, the mass cosmetics brands are L'Oréal Paris, MaybellineNY and Garnier. The professional are L'OréalProfessional,Kerastase and Matrix. The luxury brands are Lanc?me, YSL, Giorgio Armani, Kiel’s, The Body Shop, and Shu Uemura.The active cosmetics brands arecosmeceuticals, such as Vichy,La Roche-posay, Skin Ceuticals, and INNEOV.
2)Four major distribution channels
Retailing, franchising and e-commerce. These distribution channels have theirmerits and shortcomings. First, retailing has small transaction size but high transaction frequency. Additionally, retail sale is largely influenced by consumer buying behaviors. Second, franchising has its own merits. The franchise owners can use franchising to make large-scale sale and achieve low-cost expansion, but franchise can only focus on one area, and can't be a strategic victory in every market. The third is e-commerce. The upside is that using e-commerce as a distribution channel is convenient, time saving and costs reducing. But on the other hand, for customers to buy products online, especially cosmetics, takes risk because they cannot check the quality of the products as they do in a physical store.
3)L'Oréal should use e-commerce
As every distribution channel has its merits and demerits, it needs to be finding out if L'Oréal should use e-commerce as the main distribution channel.Electronic commerce makes it possible to sell commodities in a cheap, efficient, easy and global way. In accordance with the operation and saling situation of L'Oréal, e-commerce is an optimal distribution channel. For one thing, L'Oréal sellsmass cosmetics brands products, the target customers of mass cosmetics products are ordinary or middle
class people, who are increasingly interested in buying online with the development and convenience of e-commerce. Consequently, using e-commerce as a main distribution channel meets the needs of these customersand is profitable. Nevertheless, as for the luxury and professional products, using e-commerce as its main distribution channel is not a good choice, because sales of luxury and professional products should provide extra service and customers will need other assurance for buying the products. Since the service system of e-commerce is not completely perfect to satisfy the need, not all the products and services ofL'Oréalshould use e-commerce as the main distribution channel.
3.Conclusion
AlthoughL'Oréal Group has been a great success story since 1909, improvements arestill possiblefor L'Oréal Group to remain its profitabilityin China given the current macroeconomic situation. In China, the main economic indicators show that the Chinese economy is growing slower in recent years. However, the overall consumption growth is basically stable. Specifically, for the first 8 months of this year,the accumulative total retail sales grew by 10.3% and the national commodity online retail sales increased by 25.5%. It can be seen that the economy in China is still expanding. With people’s income increasing, consumers will continue to buy luxury products to improve their quality of life. So a great marketexists for L'Oréal to sell its products in China. Although L'Oréal pays much attention to innovation and research to keep their products up to date, to sell their products successfully in China requires more attentionto any other respects.
Firstly, Chinese government is strict to standardize the cosmetics industry, and has intensified the quality supervision of the domestic cosmetic products. From this perspective, the quality of raw materials for the production of cosmetics must be up to the standard. To upgrade the package of the products to guarantee sealing and non-pollution is another way to achieve this objective.
Secondly, from the perspective of economy, the cosmetics industry in China is
in the period of transition from growing to maturity with competition intensifying and market pressure increasing. To face this challenge, L'Oréal should make full use of online retailing in China as a sales strategy since the national commodity online retail sales in China increased by 25.5% this year.
Thirdly, from the perspective of brand culture, once consumers have the identity of a brand, is not easy to change. That means brand culture will bring high profits. It can also play a role in hindering or reducing the competitors' entry into the market. But the band culture of L'Oréal products lacks of publicity activities in China. What is more, the relationship between all brands of L'Oréal is so not close enough, which leads to weak brand culture or whole sense of the company. So L'Oréal should promote their own brand culture, and base on the L'Oréal target market marketing environment to choose their representative spokesperson in China to help improve brand culture.
Fourthly, to improve anti-counterfeiting technology to deal with the fake merchandise problem also counts in order to increase sales. The fake will give a bad reputation to the company products, as a result, will decrease the sales.
一、考试中途应饮葡萄糖水
大脑是记忆的场所，脑中有数亿个神经细胞在不停地进行着繁重的活动,大脑细胞活动需要大量能量。科学研究证实,虽然大脑的重量只占人体重量的2%-3%,但大脑消耗的能量却占食物所产生的总能量的20%,它的能量来源靠葡萄糖氧化过程产生。
据医学文献记载,一个健康的青少年学生30分钟用脑,血糖浓度在120毫克/100毫升,大脑反应快,记忆力强；90分钟用脑，血糖浓度降至80毫克/100毫升，大脑功能尚正常；连续120分钟用脑，血糖浓度降至60毫克/100毫升，大脑反应迟钝，思维能力较差。
我们中考、高考每一科考试时间都在2小时或2小时以上且用脑强度大，这样可引起低血糖并造成大脑疲劳，从而影响大脑的正常发挥，对考试成绩产生重大影响。因此建议考生，在用脑60分钟时，开始补饮25%浓度的葡萄糖水100毫升左右，为一个高效果的考试加油。
二、考场记忆“短路”怎么办呢？
对于考生来说，掌握有效的应试技巧比再做题突击更为有效。
1.草稿纸也要逐题顺序写草稿要整洁，草稿纸使用要便于检查。不要在一大张纸上乱写乱画，东写一些，西写一些。打草稿也要像解题一样，一题一题顺着序号往下写。最好在草稿纸题号前注上符号，以确定检查侧重点。为了便于做完试卷后的复查，草稿纸一般可以折成
4-8块的小方格，标注题号以便核查，保留清晰的分析和计算过程。
2.答题要按先易后难顺序不要考虑考试难度与结果，可以先用5分
钟熟悉试卷，合理安排考试进度，先易后难，先熟后生，排除干扰。考试中很可能遇到一些没有见过或复习过的难题，不要蒙了。一般中考试卷的题型难度分布基本上是从易到难排列的，或者交替排列。
3.遇到容易试题不能浮躁遇到容易题，审题要细致。圈点关键字词，边审题边画草图，明确解题思路。有些考生一旦遇到容易的题目，便觉得心应手、兴奋异常，往往情绪激动，甚至得意忘形。要避免急于求成、粗枝大叶，防止受熟题答案与解题过程的定式思维影响，避免漏题，错题，丢掉不该丢的分。
4. 答题不要犹豫不决选择题做出选择时要慎重，要关注题干中的否定用词，对比筛选四个选项的差异和联系，特别注意保留计算型选择题的解答过程。当试题出现几种疑惑不决的答案时，考生一定要有主见，有自信心，即使不能确定答案，也不能长时间犹豫，浪费时间，最终也应把认为正确程度最高的答案写到试卷上，不要在答案处留白或开天窗。
5.试卷检查要细心有序应答要准确。一般答题时，语言表达要尽量简明扼要，填涂答题纸绝不能错位。答完试题，如果时间允许，一般都要进行试卷答题的复查。复查要谨慎，可以利用逆向思维，反向推理论证，联系生活实际，评估结果的合理性，选择特殊取值，多次归纳总结。
另外，对不同题型可采用不同的检查方法。选择题可采用例证法，举出一两例来能分别证明其他选项不对便可安心。对填空题，则一要检查审题;二要检查思路是否完整;三要检查数据代入是否正确;四要检查计算过程;五要看答案是否合题意;六要检查步骤是否齐全，符号是否规范。还要复查一些客观题的答案有无遗漏，答案错位填涂，并复核你心存疑虑的项目。若没有充分的理由，一般不要改变你依据第一感觉做出的选择。
6、万一记忆短路可慢呼吸考试中，有些考生因为怯场，导致无法集中精神，甚至大脑忽然一片空白，发生记忆堵塞。此时不要紧张，不妨尝试如下方式：
首先是稳定心态，保持镇静，并注意调节自己的呼吸率。先慢吸气，当对自己说放松时缓慢呼气，再考虑你正在努力回忆的问题，如果你仍不能回想起来，就暂时搁下这道题，开始选做其他会的试题，过段时间再回过头来做这道题。
第二，积极联想。你不妨回忆老师在讲课时的情景或自己的复习笔记，并努力回忆与发生记忆堵塞问题有关的论据和概念，把回忆起的内容迅速记下来，然后，看能否从中挑出一些有用的材料或线索。
第三，进行一分钟自我暗示。即根据自己的实际，选择能激励自己，
使自己能心情平静和增强信心的话，在心中默念3至5遍。比如：我已平静下来，我能够考好、我有信心，一定能考出理想的成绩等等。
第四，分析内容，查找相关要点。借助试卷上其它试题，也许会给考生提供某些线索。因此不要轻易放弃，查看试题中的相关要点，看看是否能给考生提供线索或启发。
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