U公司洗发护发类产品品牌定位研究分析

发布时间：2018-03-21 09:10

本文选题：洗发护发类产品　切入点：品牌定位　出处：《上海交通大学》2008年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的快速增长与消费市场迅速扩大,国内外洗发护发产品的飞速发展,并且随着人们对生活品质的要求逐渐增大,以及消费习惯的养成,洗发护发产品行业逐步进入竞争白热化状态。面对着市场的饱和和竞争的加剧,越来越多的公司意识到市场竞争最终将是品牌的竞争,品牌竞争的主要内容还是争取最大多数消费者。作为洗发护发产品品类市场第二大供应商的联合利华,既受到市场地位第一的宝洁公司的挤压,又受到其他竞争厂商的追赶,大有市场份额被侵占的威胁,在保卫原有市场份额的基础上进一步争取更多的消费者,成为发展战略的最重要的一部分。在这个巨大的消费市场里,市场细分已经相当成熟,因此研究如何合理地细分市场、不同目标消费群的品牌偏好,以及品牌偏好背后的构成因素,对于联合利华的品牌定位以及抢夺市场份额具有重要意义。本文利用科学的问卷设计及调查,获得消费者数据,结合营销工程的聚类分析对目前洗发护发市场进行细分,再使用感觉图谱评估每个细分市场的特性,结合联合利华的实际情况及其品牌实际定位进行分析。本文研究共分三个部分,第一部分主要介绍研究背景,第二部分通过研究消费者调研数据,运用聚类分析将消费者分为三个细分市场。第三部分是针对细分三个市场,分析该消费群组对十一个主要品牌的七大属性的感知及偏好评分,并由此绘得感觉图谱-偏好图谱。
[Abstract]:With the rapid growth of China's economy and the rapid expansion of the consumer market, the rapid development of shampoo products at home and abroad, and with the increasing demand for quality of life, as well as the formation of consumption habits, In the face of market saturation and intensified competition, more and more companies realize that the market competition will eventually be brand competition. The main content of brand competition is to win the most consumers. Unilever, as the second largest supplier of hair and hair products in the market, has been squeezed by P & G, the company with the highest market position, and caught up by other competitive manufacturers. As a result, there is a threat that market share will be encroached upon. It has become the most important part of the development strategy to gain more consumers on the basis of protecting the original market share. In this huge consumer market, the market segmentation is already quite mature, so we study how to segment the market reasonably, The brand preference of different target consumers and the factors behind brand preference are of great significance to Unilever's brand positioning and market share. This paper uses scientific questionnaire design and investigation, obtains consumer data, combines the clustering analysis of marketing engineering to subdivide the current shampoo market, and then uses the sensory map to evaluate the characteristics of each subdivision market. This paper is divided into three parts: the first part mainly introduces the research background, the second part through the study of consumer research data, The third part is to analyze the perception and preference of the seven attributes of 11 major brands in the consumer group, and draw the sensory map and preference map.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.72

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