基于我国口腔清洁护理用品行业品牌塑造策略研究
发布时间：2019-04-24 20:56
【摘要】：改革开放以来,人们的生活水平越来越高,健康意识越来越强。因此,个人清洁护理产品就越来越多的受到人们的关注和重视。自2000年以来我国个人清洁护理用品市场的平均增长幅度为23.8%,最快的年份甚至达到了42%的增长速度。我国拥有13亿多人口,市场需求巨大,潜力可观。目前,口腔清洁用品市场以外资大企业控制为主,我国中小企业在这一市场的地位比较狭窄。“宝洁”和“联合利华”两大跨国公司,凭借其在资金、技术和品牌方面的强大优势,成为中国日化市场上的霸主,控制了绝大部分市场份额。他们收购或者挤垮了一些本土品牌,在一定程度上形成了垄断。本土企业品牌竞争力较弱,科研创新能力较低,所以只能处于中低端市场,生存艰难。随着国际品牌将触角进一步延伸到中低端市场,本土口腔清洁护理用品品牌将面临更加严峻的挑战。基于此,本文选择本土口腔清洁护理用品品牌塑造策略作为研究对象,期望通过这一研究,能够给本土日化企业提供有益参考。 基于以上背景,本文以品牌塑造的相关理论分析为基础,并运用了案例分析法和对比分析法,探讨我国口腔清洁护理用品品牌塑造的问题并总结出相关策略。第一章主要介绍了选题背景及意义、国内外品牌塑造的相关文献综述、本文的总体框架和研究方法。第二章阐述了品牌认知理论、品牌产品理论、品牌定位理论、品牌渠道理论以及品牌传播理论等品牌塑造相关理论,为后文的分析提供了理论基础。第三章回顾了我国口腔清洁护理用品行业的发展历程,并重点分析了现阶段我国口腔清洁护理用品市场的现状和存在的主要问题。第四章在前面各章节分析的基础之上,总结并提出了我国口腔清洁护理用品品牌塑造的策略。第五章以云南白药牙膏作为案例,分析本文提出的我国口腔清洁护理用品品牌塑造策略的可行性。第六章进行了总结与展望。
[Abstract]:Since the reform and opening up, people's living standard is higher and higher, health consciousness is stronger and stronger. Therefore, more and more people pay attention to personal cleaning care products. Since 2000, the average growth rate of our country's personal cleaning and nursing products market has been 23.8%, and the fastest year has even reached 42% growth rate. Our country has more than 1.3 billion people, the market demand is huge, the potential is considerable. At present, the market of oral cleaning products is mainly controlled by large foreign enterprises, and the position of small and medium-sized enterprises in this market is relatively narrow. P & G and Unilever, thanks to their strong financial, technological and brand strengths, have become the dominant players in China's daily chemical market, controlling most of the market. They bought or squeezed down some local brands, forming a monopoly to a certain extent. Local enterprise brand competitiveness is weak, scientific research innovation ability is lower, so can only be in the middle and low end market, survival is difficult. As the international brand extends to the middle and low end of the market, the local brand of oral cleaning products will face even more severe challenges. Based on this, this paper chooses the brand-building strategy of local oral cleaning products as the research object, and hopes that this study can provide a useful reference for the local daily chemical enterprises. Based on the above background, based on the theoretical analysis of brand building, and using case analysis and comparative analysis, this paper discusses the problems of brand building of oral cleaning and nursing products in China and summarizes the relevant strategies. The first chapter mainly introduces the background and significance of the topic, the related literature review of brand building at home and abroad, the overall framework and research methods of this paper. The second chapter expounds the brand shaping theories such as brand cognition theory, brand product theory, brand positioning theory, brand channel theory and brand communication theory, which provides a theoretical basis for the later analysis. The third chapter reviews the development of oral cleaning products industry in China, and analyzes the current situation and main problems of oral cleaning products market in China. Based on the analysis of the previous chapters, the fourth chapter summarizes and puts forward the strategy of brand-building of oral cleaning and nursing products in China. The fifth chapter takes Yunnan Baiyao toothpaste as a case to analyze the feasibility of brand-building strategy of oral cleaning and nursing products proposed in this paper. Chapter six summarizes and looks forward to it.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8
本文编号：2464780
[Abstract]:Since the reform and opening up, people's living standard is higher and higher, health consciousness is stronger and stronger. Therefore, more and more people pay attention to personal cleaning care products. Since 2000, the average growth rate of our country's personal cleaning and nursing products market has been 23.8%, and the fastest year has even reached 42% growth rate. Our country has more than 1.3 billion people, the market demand is huge, the potential is considerable. At present, the market of oral cleaning products is mainly controlled by large foreign enterprises, and the position of small and medium-sized enterprises in this market is relatively narrow. P & G and Unilever, thanks to their strong financial, technological and brand strengths, have become the dominant players in China's daily chemical market, controlling most of the market. They bought or squeezed down some local brands, forming a monopoly to a certain extent. Local enterprise brand competitiveness is weak, scientific research innovation ability is lower, so can only be in the middle and low end market, survival is difficult. As the international brand extends to the middle and low end of the market, the local brand of oral cleaning products will face even more severe challenges. Based on this, this paper chooses the brand-building strategy of local oral cleaning products as the research object, and hopes that this study can provide a useful reference for the local daily chemical enterprises. Based on the above background, based on the theoretical analysis of brand building, and using case analysis and comparative analysis, this paper discusses the problems of brand building of oral cleaning and nursing products in China and summarizes the relevant strategies. The first chapter mainly introduces the background and significance of the topic, the related literature review of brand building at home and abroad, the overall framework and research methods of this paper. The second chapter expounds the brand shaping theories such as brand cognition theory, brand product theory, brand positioning theory, brand channel theory and brand communication theory, which provides a theoretical basis for the later analysis. The third chapter reviews the development of oral cleaning products industry in China, and analyzes the current situation and main problems of oral cleaning products market in China. Based on the analysis of the previous chapters, the fourth chapter summarizes and puts forward the strategy of brand-building of oral cleaning and nursing products in China. The fifth chapter takes Yunnan Baiyao toothpaste as a case to analyze the feasibility of brand-building strategy of oral cleaning and nursing products proposed in this paper. Chapter six summarizes and looks forward to it.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8
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