B公司H品牌的品牌建设优化研究

发布时间：2018-06-23 05:05

本文选题：女性私密护理 + 品牌建设　；参考：《南昌大学》2016年硕士论文

【摘要】：每个女人几乎都知道脸庞对女性容貌、外在吸引力甚至家庭幸福的重要性,大多数的女人只要经济条件允许也都会每天不厌其烦的在脸上擦着洗面奶、爽肤水、精华液、面霜、粉底、面膜等等保养品,细心呵护脸上的每寸肌肤、每条纹理,却少有人会专门有意识地用心照顾自己最重要的私密健康,更别提专门购买女性私处的健康洗护产品了。女性私处(生殖道的外阴及内阴)因其生理的天然半开放特点、每月固定的生理周期、生育小孩、性生活以及清洁卫生习惯等各方面原因,特别容易产生多种感染,如细菌性阴道炎、滴虫性阴道炎、霉菌性阴道炎等。一旦感染,就容易出现异味、瘙痒、白带异常等多种问题,对女性正常的工作、生活带来不便,严重的疾病如盆腔感染、子宫内膜炎等还会影响女性正常的生殖健康。而由于女性私密产品的特殊性,女性私处护理产品在中国国内市场起步晚、发展缓慢,迄今为止,也不过出现过妇炎洁、洁尔阴等寥寥可数的私密产品品牌。其中,以H品牌为代表,大部分的私密产品品牌经历十数年的发展,大多都遇到了销售停滞不前甚至下降、品牌形象老化、品牌认知模糊等品牌经营问题,未来如何做强做大?从品牌建设的鼻祖美国企业来看,坚持品牌建设的科学方法并结合新环境运用符合时代的新方式可能是这些私密品牌进行经营突破的关键。基于以上,本文计划从品牌建设的本质出发,以消费者心智为根本,以创新运营为突破,以B公司H品牌为代表,对女性私密品牌的优化建设进行了专项研究。进而对女性私密品牌的品牌建设形成全面、系统的营销观点和操作实务,对企业的营销分析、战略制定提供有建设性的现实指导意义。
[Abstract]:Almost every woman knows the importance of her face to women's looks, outward appeal and even family happiness. Most women rub their faces with facial cleansers, toner, essence, cream every day as long as economic conditions permit. Foundation, facial mask and other care products, carefully care for every inch of skin, every texture, but few people will take care of their most important private health, not to mention the purchase of women's private health care products. Women's private places (genital and inner vulva) are particularly susceptible to multiple infections due to their natural, semi-open nature, fixed monthly physiological cycles, childbearing, sexual life, and cleaning and hygiene habits. Such as bacterial vaginitis, trichomoniasis vaginitis, mold vaginitis and so on. Once infected, it is easy to appear odour, pruritus, leucorrhea abnormal and other problems, to women's normal work, life inconvenience, serious diseases such as pelvic infection, endometritis and so on will affect women's normal reproductive health. Due to the particularity of women's private products, women's private nursing products started late in China's domestic market and developed slowly. So far, only a few private product brands, such as female Yanjie and Jieer Yin, have appeared. Among them, with H brand as the representative, most of the private product brands have experienced more than ten years of development, most of them have encountered sales stagnation or even decline, brand image aging, brand cognitive ambiguity and other brand management problems, how to strengthen in the future? From the point of view of the original American enterprises of brand construction, the key to the breakthrough of these private brands is to adhere to the scientific method of brand building and to apply new ways in accordance with the times. Based on the above, this paper plans to proceed from the essence of brand building, take the consumer mind as the foundation, take the innovation operation as the breakthrough, take the B company H brand as the representative, has carried on the special research to the female private secret brand optimization construction. Furthermore, it provides constructive practical guidance for the brand construction of women's private brands, which is a comprehensive, systematic marketing viewpoint and operational practice, and provides a constructive practical guidance for the marketing analysis and strategy formulation of enterprises.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.72;F273.2

【参考文献】