SAIFU个人护理品原料代理营销策略研究

发布时间：2018-06-12 02:29

本文选题：个人护理品原料 + 产品结构细分　；参考：《华东理工大学》2015年硕士论文

【摘要】：近年来,随着人们生活品质的提高,消费者对个人护理品的需求呈现多元化。而随着个人护理品自身的多元化发展,个人护理品原料也必将呈现多元化发展的趋势。个人护理品原料作为化学品产业链中的一个分支有着它独有的特性,这个特征决定了代理商在个人护理品原料销售环节中的重要性。SAIFU是一家在个人护理品原料代理领域有着二十年经验的民营企业,随着企业自身的成长和个人护理品行业外部环境的变化,面临着新的挑战和新问题。本论文基于工业品分销理论,结合STP营销策略和4P营销组合以及SAIFU当前面临的行业外部环境和企业自身问题,针对个人护理品原料代理进行系列的营销策略研究和分析。根据所研究内容提出相应的调整方案,并且针对调整后所面临的风险和如何控制给出相应建议。营销策略研究重点在新供应商引进、产品结构细分、大客户策略和个人护理品原料营销团队建设等。通过本论文的研究,可有助于SAIFU在个人护理品原料代理中正确制定自身的战略目标和后期销售方向,不断提升自身在同行业中的核心竞争力,同时也有助于作者在后期工作中不断进行调整和改进。
[Abstract]:In recent years, with the improvement of people's quality of life, consumers' demand for personal care products is diversified. With the diversified development of personal nursing products, the raw materials of personal nursing products will also present the trend of diversification. As a branch of the chemical industry chain, the raw materials of personal care products have its unique characteristics. This feature determines the importance of agents in the marketing of raw materials for personal care products. SAIFU is a private enterprise with 20 years of experience in the field of raw materials agency for personal care products. With the growth of enterprises and the changes of the external environment of personal care products industry, they are facing new challenges and new problems. Combined with STP marketing strategy, 4P marketing combination and SAIFU's current industry external environment and enterprise's own problems, this paper makes a series of marketing strategy research and analysis on personal care raw material agent. According to the contents of the study, the corresponding adjustment scheme is put forward, and the corresponding suggestions on the risk and how to control the adjustment are given. Marketing strategy research focuses on the introduction of new suppliers, product structure segmentation, major customer strategy and personal care products raw materials marketing team building. It is helpful for SAIFU to correctly formulate its own strategic goal and later sales direction in the personal care raw material agent, to continuously enhance its core competitiveness in the same industry, and also to help the author to constantly adjust and improve in his later work.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72

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