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  本文選題：洗發(fā)護發(fā)類產品　切入點：品牌定位　出處：《上海交通大學》2008年碩士論文　論文類型：學位論文

【摘要】：隨著中國經濟的快速增長與消費市場迅速擴大,國內外洗發(fā)護發(fā)產品的飛速發(fā)展,并且隨著人們對生活品質的要求逐漸增大,以及消費習慣的養(yǎng)成,洗發(fā)護發(fā)產品行業(yè)逐步進入競爭白熱化狀態(tài)。面對著市場的飽和和競爭的加劇,越來越多的公司意識到市場競爭最終將是品牌的競爭,品牌競爭的主要內容還是爭取最大多數消費者。 作為洗發(fā)護發(fā)產品品類市場第二大供應商的聯(lián)合利華,既受到市場地位第一的寶潔公司的擠壓,又受到其他競爭廠商的追趕,大有市場份額被侵占的威脅,在保衛(wèi)原有市場份額的基礎上進一步爭取更多的消費者,成為發(fā)展戰(zhàn)略的最重要的一部分。在這個巨大的消費市場里,市場細分已經相當成熟,因此研究如何合理地細分市場、不同目標消費群的品牌偏好,以及品牌偏好背后的構成因素,對于聯(lián)合利華的品牌定位以及搶奪市場份額具有重要意義。 本文利用科學的問卷設計及調查,獲得消費者數據,結合營銷工程的聚類分析對目前洗發(fā)護發(fā)市場進行細分,再使用感覺圖譜評估每個細分市場的特性,結合聯(lián)合利華的實際情況及其品牌實際定位進行分析。本文研究共分三個部分,第一部分主要介紹研究背景,第二部分通過研究消費者調研數據,運用聚類分析將消費者分為三個細分市場。第三部分是針對細分三個市場,分析該消費群組對十一個主要品牌的七大屬性的感知及偏好評分,并由此繪得感覺圖譜-偏好圖譜。
[Abstract]:With the rapid growth of China's economy and the rapid expansion of the consumer market, the rapid development of shampoo products at home and abroad, and with the increasing demand for quality of life, as well as the formation of consumption habits, In the face of market saturation and intensified competition, more and more companies realize that the market competition will eventually be brand competition. The main content of brand competition is to win the most consumers. Unilever, as the second largest supplier of hair and hair products in the market, has been squeezed by P & G, the company with the highest market position, and caught up by other competitive manufacturers. As a result, there is a threat that market share will be encroached upon. It has become the most important part of the development strategy to gain more consumers on the basis of protecting the original market share. In this huge consumer market, the market segmentation is already quite mature, so we study how to segment the market reasonably, The brand preference of different target consumers and the factors behind brand preference are of great significance to Unilever's brand positioning and market share. This paper uses scientific questionnaire design and investigation, obtains consumer data, combines the clustering analysis of marketing engineering to subdivide the current shampoo market, and then uses the sensory map to evaluate the characteristics of each subdivision market. This paper is divided into three parts: the first part mainly introduces the research background, the second part through the study of consumer research data, The third part is to analyze the perception and preference of the seven attributes of 11 major brands in the consumer group, and draw the sensory map and preference map.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.72

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本文編號：1643188