本文關(guān)鍵詞：不同促銷因素對歐萊雅洗護發(fā)品類銷量影響的實證研究　出處：《廣東外語外貿(mào)大學》2013年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 歐萊雅 洗護品類 促銷因素 實證研究 面板數(shù)據(jù)

【摘要】：隨著中國經(jīng)濟的發(fā)展，歐萊雅在中國的業(yè)務(wù)保持了持續(xù)、穩(wěn)定、快速發(fā)展的良好態(tài)勢。在2008年金融危機時，歐萊雅發(fā)現(xiàn)在中國等發(fā)展中國家金融危機影響還不是很大，因此就決定在發(fā)展中國家加快發(fā)展步伐，在中國推出歐萊雅大眾洗護發(fā)產(chǎn)品。目前在中國大眾洗發(fā)市場競爭非常激烈，寶潔，聯(lián)合利華等國際知名快消企業(yè)占據(jù)大部分市場份額，面對激烈的競爭，各大企業(yè)紛紛推出不同促銷手段，歐萊雅也不例外。然而不同促銷手段，促銷因素對產(chǎn)品銷量究竟有何影響，如何定量評估影響大小是擺在歐萊雅面前的重要課題。 本文創(chuàng)新的運用品類管理中品類促銷的思想，首先將歐萊雅洗護產(chǎn)品劃分為4個品類，分別為洗發(fā)類，護理類，洗護套裝組合類，總類。并選取3個歐萊雅目前主要促銷因素：品類折扣率，競爭對手相關(guān)品類折扣率，，海報促銷類型。通過實證研究的方法來分析品類折扣率，競爭對手相關(guān)品類折扣率，海報促銷類型這3個促銷因素分別對洗發(fā)類，護理類，洗護套裝組合類，總類這4個品類的銷量影響的顯著性比較。 本文選取歐萊雅在大潤發(fā)華東區(qū)2011年7月到2012年7月真實的POS銷售數(shù)據(jù)，在需求價格理論，國內(nèi)外前人研究的的基礎(chǔ)上建立計量模型方程，通過面板數(shù)據(jù)的處理方法，分別對4個品類做面板數(shù)據(jù)回歸分析。 經(jīng)過實證研究得到了3個結(jié)論： （1）品類自身折扣率與競爭對手相關(guān)品類折扣率對品類銷量影響顯著，且品類自身折扣率與銷量正相關(guān)，競爭對手相關(guān)品類折扣率與銷量負相關(guān)；海報促銷對品類銷量影響證實有效，且大海報促銷效果小海報促銷效果無海報促銷效果，所以歐萊雅應(yīng)該加大在海報促銷上的投入。 （2）對于歐萊雅洗發(fā)類來說,競爭對手洗發(fā)類折扣率影響系數(shù)大于自身洗發(fā)類折扣率影響系數(shù),說明歐萊雅洗發(fā)類產(chǎn)品在品牌影響力,消費者購買傾向上還是比較弱勢.洗發(fā)類品牌忠誠度比較低,所以,應(yīng)該加大品牌影響力的投入,適當控制促銷折扣力度 （3）對于歐萊雅護理類來說,自身護理類折扣率影響系數(shù)大于競爭對手護理類折扣率影響系數(shù).說明,歐萊雅護理類產(chǎn)品品牌影響力比較高,消費者對歐萊雅護理類產(chǎn)品購買力傾向比較高.所以歐萊雅應(yīng)該保持自己的優(yōu)勢項目，在促銷力度上加大投入，提前搶占更多的市場份額。
[Abstract]:With the development of China ' s economy , Eleaya maintained a good momentum of sustained , stable and rapid development in China . At the time of the 2008 financial crisis , Oleaya found that the impact of financial crisis in developing countries such as China was not great , so it was decided to accelerate the pace of development in developing countries . In the face of fierce competition , various big companies have launched different promotional methods . In this paper , the idea of category promotion in category management is innovated . First of all , the product is divided into four categories , namely , hair washing , nursing , washing and protecting suit , and the total class . There are three main promotion factors : the category discount rate , the category discount rate of the competitor , the poster promotion type . The three promotion factors of the category discount rate , the competitor ' s category discount rate and the poster promotion type are analyzed through the empirical study . In this paper , the real POS sales data from Jul . 2011 to July 2012 are selected by Oelea . Based on the demand price theory and the previous research in China and abroad , a model equation is established , and the data regression analysis of the panel data is carried out through the processing method of the panel data . The empirical research has obtained three conclusions : ( 1 ) The category discount rate related to the competitor has a significant impact on the category sales , and the discount rate of the category is directly related to the sales volume , and the category discount rate of the competitor is related to the sales volume ; the relative category discount rate of the competitor is inversely related to the sales volume ; the effect of the poster promotion on the category sales sales is valid , and the promotion effect of the big poster is less than the promotion effect of the poster , and the promotion effect of the poster promotion effect is not poster promoting effect , so the investment on the promotion of the poster should be increased . ( 2 ) For the Eleaya shampoo , the effect factor of the discount rate of the competitor ' s shampoo is greater than that of its own shampoo discount rate , which indicates whether the Eleaya hair - washing product is weak in brand influence , consumer buying tendency or weak . The brand loyalty of shampoo is low , so the input of brand influence should be increased , and the promotion discount should be controlled properly ( 3 ) For the Eleaya nursing class , the influence coefficient of self - care class discount rate is more than that of competitor nursing class discount rate . It is stated that the influence of the brand influence is higher , and the consumer ' s tendency of purchasing power is higher .

【學位授予單位】：廣東外語外貿(mào)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F416.72

【參考文獻】

相關(guān)期刊論文 前8條

1 江明華,董偉民;價格促銷的折扣量影響品牌資產(chǎn)的實證研究[J];北京大學學報(哲學社會科學版);2003年05期

2 邱志理;淺析消費者的態(tài)度與促銷策略[J];商業(yè)研究;1994年04期

3 文瑤玲;價格歧視理論及思考[J];當代經(jīng)濟;2005年01期

4 韓睿;西方促銷研究及啟示[J];華東經(jīng)濟管理;2005年05期

5 張美忠;李蓮英;;淺議信息時代企業(yè)營銷管理創(chuàng)新[J];價格月刊;2006年06期

6 羅紀寧;消費者預期理論與企業(yè)定價決策[J];商業(yè)經(jīng)濟文薈;2002年01期

7 張穎,李穎;價格歧視理論的現(xiàn)實意義[J];理論學習;2005年09期

8 陳碩堅;高價敢賣,低價會賣 賣場的參照價格策略[J];中國商貿(mào);2002年08期

本文編號：1376818