不同促销因素对欧莱雅洗护发品类销量影响的实证研究

发布时间：2018-01-04 03:23

本文关键词：不同促销因素对欧莱雅洗护发品类销量影响的实证研究　出处：《广东外语外贸大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的发展，欧莱雅在中国的业务保持了持续、稳定、快速发展的良好态势。在2008年金融危机时，欧莱雅发现在中国等发展中国家金融危机影响还不是很大，因此就决定在发展中国家加快发展步伐，在中国推出欧莱雅大众洗护发产品。目前在中国大众洗发市场竞争非常激烈，宝洁，联合利华等国际知名快消企业占据大部分市场份额，面对激烈的竞争，各大企业纷纷推出不同促销手段，欧莱雅也不例外。然而不同促销手段，促销因素对产品销量究竟有何影响，如何定量评估影响大小是摆在欧莱雅面前的重要课题。本文创新的运用品类管理中品类促销的思想，首先将欧莱雅洗护产品划分为4个品类，分别为洗发类，护理类，洗护套装组合类，总类。并选取3个欧莱雅目前主要促销因素：品类折扣率，竞争对手相关品类折扣率，，海报促销类型。通过实证研究的方法来分析品类折扣率，竞争对手相关品类折扣率，海报促销类型这3个促销因素分别对洗发类，护理类，洗护套装组合类，总类这4个品类的销量影响的显著性比较。本文选取欧莱雅在大润发华东区2011年7月到2012年7月真实的POS销售数据，在需求价格理论，国内外前人研究的的基础上建立计量模型方程，通过面板数据的处理方法，分别对4个品类做面板数据回归分析。经过实证研究得到了3个结论：（1）品类自身折扣率与竞争对手相关品类折扣率对品类销量影响显著，且品类自身折扣率与销量正相关，竞争对手相关品类折扣率与销量负相关；海报促销对品类销量影响证实有效，且大海报促销效果小海报促销效果无海报促销效果，所以欧莱雅应该加大在海报促销上的投入。（2）对于欧莱雅洗发类来说,竞争对手洗发类折扣率影响系数大于自身洗发类折扣率影响系数,说明欧莱雅洗发类产品在品牌影响力,消费者购买倾向上还是比较弱势.洗发类品牌忠诚度比较低,所以,应该加大品牌影响力的投入,适当控制促销折扣力度（3）对于欧莱雅护理类来说,自身护理类折扣率影响系数大于竞争对手护理类折扣率影响系数.说明,欧莱雅护理类产品品牌影响力比较高,消费者对欧莱雅护理类产品购买力倾向比较高.所以欧莱雅应该保持自己的优势项目，在促销力度上加大投入，提前抢占更多的市场份额。
[Abstract]:With the development of China ' s economy , Eleaya maintained a good momentum of sustained , stable and rapid development in China . At the time of the 2008 financial crisis , Oleaya found that the impact of financial crisis in developing countries such as China was not great , so it was decided to accelerate the pace of development in developing countries . In the face of fierce competition , various big companies have launched different promotional methods . In this paper , the idea of category promotion in category management is innovated . First of all , the product is divided into four categories , namely , hair washing , nursing , washing and protecting suit , and the total class . There are three main promotion factors : the category discount rate , the category discount rate of the competitor , the poster promotion type . The three promotion factors of the category discount rate , the competitor ' s category discount rate and the poster promotion type are analyzed through the empirical study . In this paper , the real POS sales data from Jul . 2011 to July 2012 are selected by Oelea . Based on the demand price theory and the previous research in China and abroad , a model equation is established , and the data regression analysis of the panel data is carried out through the processing method of the panel data . The empirical research has obtained three conclusions : ( 1 ) The category discount rate related to the competitor has a significant impact on the category sales , and the discount rate of the category is directly related to the sales volume , and the category discount rate of the competitor is related to the sales volume ; the relative category discount rate of the competitor is inversely related to the sales volume ; the effect of the poster promotion on the category sales sales is valid , and the promotion effect of the big poster is less than the promotion effect of the poster , and the promotion effect of the poster promotion effect is not poster promoting effect , so the investment on the promotion of the poster should be increased . ( 2 ) For the Eleaya shampoo , the effect factor of the discount rate of the competitor ' s shampoo is greater than that of its own shampoo discount rate , which indicates whether the Eleaya hair - washing product is weak in brand influence , consumer buying tendency or weak . The brand loyalty of shampoo is low , so the input of brand influence should be increased , and the promotion discount should be controlled properly ( 3 ) For the Eleaya nursing class , the influence coefficient of self - care class discount rate is more than that of competitor nursing class discount rate . It is stated that the influence of the brand influence is higher , and the consumer ' s tendency of purchasing power is higher .

【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72

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