雷诺香水中国市场营销策略分析

发布时间：2018-04-19 04:25

本文选题：雷诺香水 + 市场定位　；参考：《华北电力大学》2013年硕士论文

【摘要】：近年来随着中国经济的快速发展、人均可支配收入的不断增长及消费意识的增强,为中国的香水市场提供了广阔的发展前景,但目前整体的香水市场容量相对较小,面对各大国际化妆品牌纷纷携其香水品牌进驻中国,香水行业的竞争也在不断加剧,为了获得更好地发展,同其他国际品牌一样,雷诺也必须面对拓宽销售渠道、扩大市场份额的难题。在此背景下,针对雷诺公司这一特定对象的香水营销体系进行了专项研究,其意义不仅可以为雷诺香水营销体系建设的方案及实施措施提供参考,也可为类似规模、类似公司结构和处于类似发展阶段的香水公司提供有益的借鉴。本文首先从政策法规、经济、社会及技术四个方面对中国香水市场的宏观环境进行了分析,然后通过对雷诺香水的介绍、竞争环境分析、主要竞争对手及产品对比分析、购买者的分析几个方面对雷诺香水市场的微观环境进行了剖析,还针对目前中国香水市场容量相对狭小的问题分析了阻碍其发展的几点因素,从而为雷诺香水市场营销策略的制定及实施提供了基本的依据；其次,从对雷诺香水的SWOT分析入手,明确了雷诺香水的优势、劣势、机会及面临的威胁,同时相应地给出了匹配的战略选择；然后对雷诺香水的市场细分、目标市场选择和市场定位制定了相应的雷诺香水市场选择及指导方针。最后,主要对雷诺香水中国市场营销策略做了具体的阐述,具体分为产品策略、价格策略、渠道策略、促销策略,消费者洞察策略,另外,从香水作为一种契合个人气质、具备文化内涵的特殊产品考虑,对以维护顾客忠诚度为核心的“4Vs”的营销策略对雷诺香水作了进一步的分析。针对上述分析,本文给出了雷诺公司的营销策略如下改进建议：坚持差异化的目标市场策略,开发新产品、扩大营业网点、拓宽销售渠道、以消费者为核心建立全新的终端营业推广模式并提升一线香水顾问的咨询服务水平。
[Abstract]:In recent years, with the rapid development of Chinese economy, per capita disposable income growth can be enhanced constantly and consumer awareness, and provides a broad prospect for China perfume market, but the overall market capacity of perfume is relatively small, in the face of major international cosmetics brands have to bring its perfume brands Chinese, perfume industry competition in the increasing, in order to achieve better development, as well as other international brands, Renault also must face to expand sales channels, expand market share problem. Under this background, aiming at the specific of Renault like perfume marketing system conducted a special study, its significance can not only provide reference for the construction of Reynolds perfume marketing system and implementing measures, can also be of similar size, similar in structure and provides a useful reference for the similar stage of development of perfume company.
This paper from the policy, economy, society and technology four aspects of the macro environment for the China perfume market is analyzed. Then based on Reynolds perfume, competitive environment analysis, competitor analysis and comparative analysis of several aspects of the main products, buyers of the micro environment of the Reynolds perfume market are analyzed, also at present Chinese perfume market capacity is relatively small and the problem analysis of several factors that hinder its development, so as to provide the basis for the formulation and implementation of Reynolds perfume marketing strategy; secondly, starting from the analysis of Reynolds SWOT perfume, perfume Reynolds clear advantages, disadvantages, opportunities and threats, and the corresponding given the strategic choice, then the Reynolds perfume; market segmentation, target market selection and market positioning for the Reynolds market and choose the corresponding perfume The guidelines. Finally, the main marketing strategy of Reynolds perfume China elaborates, divided into specific product strategy, price strategy, channel strategy, promotion strategy, consumer insight strategy, in addition, from the perfume as a fit personal temperament, with special cultural connotation of products for consideration, in order to maintain customer loyalty the core of the "4Vs" marketing strategy made a further analysis of the Reynolds perfume.
Based on the above analysis, this paper gives the Reynolds company's marketing strategy the following suggestions: target market strategy adhere to the differentiation and development of new products, expand business outlets, expand sales channels, to consumers as the core to establish new mode of terminal sales promotion and promotion of a line of perfume consultation service level.

【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72

【参考文献】