霸王洗发水云南市场渠道策略研究

发布时间：2018-01-14 07:32

本文关键词：霸王洗发水云南市场渠道策略研究　出处：《云南财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：洗发水行业,是日用化工行业中的一个子行业,是生产与人们日常生活息息相关的一个品类。随着改革开以来中国经济的持续增长和人民生活水平的快速提高,中国已经成长为全球最大的洗发水产品生产国与消费国。霸王洗发水作为民族品牌洗发水重要代表,见证了近年来民族品牌洗发水行业发展的兴衰。在洗发水市场竞争日趋惨烈的情况下,霸王洗发水面临着极大的压力和挑战。本文以营销渠道管理的相关理论为基础,采用SWOT分析模型对霸王洗发水云南区域所面临的优势与劣势,机遇与威胁进行了分析,进而对霸王洗发水云南市场进行了STP分析。结合作者具体负责霸王洗发水云南省市场渠道管理工作七年的经验,通过对霸王洗发水宏观经济环境、行业发展现状与企业自身营销渠道现状的分析,利用市场营销学中渠道管理的相关理论,对云南市场销售渠道从长度、宽度与广度三方面重新进行了合理的设计与规划;如何有效减少渠道冲突,激励渠道成员的积极性,从而使销售渠道健康良性运转;如何对销售渠道进行精细化管理,提升渠道运作效率,最大化地发挥渠道的作用。文章最后给出了云南市场霸王洗发水渠道建设的相关建议。
[Abstract]:Shampoo industry is a sub-industry in daily chemical industry, which is closely related to people's daily life. With the continuous growth of Chinese economy and the rapid improvement of people's living standard since the reform. China has grown into the world's largest producer and consumer of shampoo products. Witnessed the rise and fall of the national brand shampoo industry in recent years. In the shampoo market competition is becoming increasingly fierce. Overlord shampoo is facing great pressure and challenge. Based on the theory of marketing channel management, this paper uses SWOT analysis model to analyze the advantages and disadvantages faced by Bawang shampoo in Yunnan region. The opportunity and threat were analyzed, and then the STP analysis was carried out on the market of Bawang Shampoo in Yunnan Province. Combined with the author's seven years' experience in managing the market channel of Bawang Shampoo in Yunnan Province. Through the analysis of the macro-economic environment, the industry development and the marketing channels of the enterprises, the author makes use of the relevant theory of channel management in marketing to analyze the length of the marketing channels in Yunnan. Width and breadth of the three aspects of the reasonable design and planning; How to effectively reduce channel conflicts, encourage the enthusiasm of channel members, so as to make the healthy operation of sales channels; How to fine manage the sales channel, improve the efficiency of the channel operation, and maximize the role of the channel. Finally, the article gives the relevant suggestions on the construction of the Shampoo channel of Yunnan market hegemonic.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

【相似文献】