J公司洗发沐浴露营销策略改进研究

发布时间：2018-03-09 06:02

本文选题：防脱发产品　切入点：因子分析　出处：《广东工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：J公司是成立于2003年5月的一家东莞小规模的民营企业。2004年11月17日,该公司开发的防脱育发香波产品“HMJ”洗发沐浴露的科研成果获国家知识产权局颁发的发明专利证书。而且在J公司的努力经营下,“HMJ”洗发沐浴露在本地有一定的名气和口碑,也渐渐在该地市场有着稳定的客户群体。但是这款产品的销售量一直很稳定在300万元左右,处于低利润状态。J公司并没有因为这个专利,快速发展壮大的道路。究其原因,是因为该公司对营销理论的把握局限,对产品定位不清晰,公司营销投入不足,使得J公司在该款产品的销售收入有逐年缓慢下降的趋势。本文的研究目的在于为其产品制定全新的营销策略。本文首先对J公司洗发沐浴露原本的营销战略进行分析,指出存在问题有：(1)营销模式单一,营销理念模糊；营销渠道狭窄,导致营销受经销商的挤压；(2)产品种类单一,电视广告投入明显低于预期,缺乏专业营销人才；(3)缺乏消费者反馈机制。这些问题制约了J公司洗发沐浴露产品的市场拓展和销售额的提高,J公司亟待转变对其洗发沐浴露产品的营销策略。由此,本文提出了J公司洗发沐浴露的定位为对产品功能效果有较高要求的市场。理由是J公司的产品能满足消费者要求,这类消费者对价格不敏感,公司可对其产品确定较的定价,从而获得高额利润。本文通过PEST分析和SWOT分析法对T公司营销环境进行了全面的分析,验证了营销战略的迫切性、必要性和可行性。通过对防脱发产品需求因素,得出其产品需求影响因素顺序(按从大到小的需求排列)为：1、功能,2、品牌,3、价格,4、广告,5、社交影响,6、冲动购买。据此用STP方法进行细分、目标市场选择,对J公司洗发沐浴露产品进行了目标市场定位,并为其产品制定了相应的4P营销策略。
[Abstract]:J company was founded in May 2003, a small private enterprise in Dongguan. November 17th 2004, The research results of "HMJ" shampoo product "HMJ" developed by the company obtained the patent certificate of invention issued by the State intellectual property Office. Moreover, with the efforts of J Company, the "HMJ" shampoo has a certain reputation and reputation in the local area. There is also a steady customer base in the local market. But the sales volume of this product has been very stable at around 3 million yuan, and the company is in a low profit state. J has not developed rapidly because of this patent. This is because the company's grasp of marketing theory is limited, the positioning of the product is not clear, and the company's marketing investment is insufficient. As a result, the sales revenue of J Company in this product has a trend of declining year by year. The purpose of this paper is to develop a new marketing strategy for the product. In this paper, the original marketing strategy of shampoo and bath lotion in J Company is analyzed, and the problems are pointed out: single marketing mode, vague marketing concept, narrow marketing channel, resulting in a single product category, which is squeezed by dealers. Television advertising investment was significantly lower than expected. These problems restrict J Company's market expansion and sales increase of shampoo and bath lotion products, which urgently need to change the marketing strategy of its shampoo and body soap products. Therefore, this paper puts forward that J company's shampoo and bath lotion is a market with high requirement for its function effect. The reason is that J company's products can meet the requirements of consumers, and this kind of consumers are not sensitive to price. The company can determine the price of its products and obtain the high profit. This paper analyzes the marketing environment of T Company by PEST analysis and SWOT analysis, and verifies the urgency of marketing strategy. Necessity and feasibility. Through the demand factors for anti-hair loss products, The order of influencing factors of product demand (from large to small) is: 1: 1, function 2, brand 3, price 4, advertising 5, social influence 6, impulse purchase. Based on this, the STP method is used to subdivide and select the target market. The target market orientation of J company's shampoo and bath lotion products was carried out, and the corresponding 4P marketing strategy was worked out for its products.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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