L公司滴露消毒产品C市场开发战略研究

发布时间：2018-01-21 14:47

本文关键词： 滴露消毒产品市场开发营销组合策略　出处：《昆明理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着L集团公司进入中国以来,截至2013年底,L集团公司滴露消毒系列产品已经成为国内日用家居消毒市场上的领导者,市场份额居全国第一位,成为中国日用家居消毒行业品类的领头羊。同时L集团公司“消毒专家”的称号也逐渐被广大消费者所熟知。L集团公司的营销策略也成为学者探讨和研究的学术话题。然而随着一线城市的消费日趋饱和,L集团公司在二三线城市的市场上的表现却不尽如意。如何争对L公司的滴露品牌顺利拓展西部的二、三线城市就成为本文研究的主要目的了快速消费品行业是朝阳行业,已成为当前最有前途的行业之一。由于快速消费品行业需要的技术含量和资金量不是很高,前期投入不高,进入门槛低,由于涉及人们的日常生活需求,因而市场容量大、消费需求又旺盛、产品更新速度快,随着中国经济的不断发展和新型城镇化的建设,中国有巨大的市场消费潜力,使得众多中外企业纷纷涉足快消品领域,行业竞争也日益白热化,因此如何在竟争激烈的行业内抢占先机,获得更高的市场份额,让不断更新的产品能快速为广大中国消费者所接受,是所有快速消费品企业面临的问题。本文以快速消费品行业的代表之一家化行业作为研究对象,重点研究日用家居消毒系列产品代表公司L集团公司,希望通过L集团公司开发二、三线城市的营销现状的分析以及家化行业的现状分析,理出公司目前市场开发策略方面存在的问题,结合本人在昆明理工大学MBA在读期间所学的相关市场营销理论,提出相应更接近市场实际的市场开发策略,希望能够帮助公司提供成功的实际案例,便于为公司开发其它城市提供了经验,同时也对相关消毒类家化企业市场开发策略提供一些借鉴。
[Abstract]:Since L Group entered China, as of end of 2013, the company has become the domestic domestic household disinfection market leader, market share ranked first in the country. To become the leader of household disinfection industry in china. At the same time, L group company "disinfection expert" The title of "L Group" has also become an academic topic for scholars to discuss and study. However, with the consumption of first-tier cities becoming increasingly saturated. The performance of L Group Company in the market of the second and third tier cities is not satisfactory. How to compete for the L company's Dilu brand to successfully expand the second and third tier cities in the west has become the main purpose of this paper. FMCG industry is a sunrise industry, has become one of the most promising industries. Because the FMCG industry needs not very high technical content and capital amount, the early investment is not high, and the entry threshold is low. Because of the daily life demand of people, the market capacity is large, the consumption demand is exuberant, the product renewal speed is fast, with the continuous development of Chinese economy and the construction of new urbanization. China has a huge market consumption potential, so many Chinese and foreign enterprises have been involved in the field of fast consumer goods, the industry competition is becoming increasingly fierce, so how to seize the first opportunity in the competitive industry, to obtain a higher market share. It is a problem for all FMCG companies to make their products fast and acceptable to Chinese consumers. In this paper, one of the representatives of the fast moving consumer goods industry as the research object, focusing on the daily household disinfection series of products on behalf of the company L Group, hoping to develop through L Group II. The analysis of the marketing status of the third-tier cities and the analysis of the current situation of the home chemical industry, the company's current market development strategy of the existing problems. Combined with the relevant marketing theory that I learned during the study of MBA in Kunming University of Science and Technology, this paper puts forward the corresponding market development strategy closer to the actual market, hoping to help the company to provide a successful practical case. It provides the experience for the company to develop other cities, and also provides some reference for the market development strategy of the related disinfection domestic chemical enterprises.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274;F272

【参考文献】