發(fā)布時間：2018-03-09 06:02

  本文選題：防脫發(fā)產(chǎn)品　切入點：因子分析　出處：《廣東工業(yè)大學》2013年碩士論文　論文類型：學位論文

【摘要】：J公司是成立于2003年5月的一家東莞小規(guī)模的民營企業(yè)。2004年11月17日,該公司開發(fā)的防脫育發(fā)香波產(chǎn)品“HMJ”洗發(fā)沐浴露的科研成果獲國家知識產(chǎn)權(quán)局頒發(fā)的發(fā)明專利證書。而且在J公司的努力經(jīng)營下,“HMJ”洗發(fā)沐浴露在本地有一定的名氣和口碑,也漸漸在該地市場有著穩(wěn)定的客戶群體。但是這款產(chǎn)品的銷售量一直很穩(wěn)定在300萬元左右,處于低利潤狀態(tài)。J公司并沒有因為這個專利,快速發(fā)展壯大的道路。究其原因,是因為該公司對營銷理論的把握局限,對產(chǎn)品定位不清晰,公司營銷投入不足,使得J公司在該款產(chǎn)品的銷售收入有逐年緩慢下降的趨勢。本文的研究目的在于為其產(chǎn)品制定全新的營銷策略。 本文首先對J公司洗發(fā)沐浴露原本的營銷戰(zhàn)略進行分析,指出存在問題有：(1)營銷模式單一,營銷理念模糊；營銷渠道狹窄,導致營銷受經(jīng)銷商的擠壓；(2)產(chǎn)品種類單一,電視廣告投入明顯低于預期,缺乏專業(yè)營銷人才；(3)缺乏消費者反饋機制。這些問題制約了J公司洗發(fā)沐浴露產(chǎn)品的市場拓展和銷售額的提高,J公司亟待轉(zhuǎn)變對其洗發(fā)沐浴露產(chǎn)品的營銷策略。 由此,本文提出了J公司洗發(fā)沐浴露的定位為對產(chǎn)品功能效果有較高要求的市場。理由是J公司的產(chǎn)品能滿足消費者要求,這類消費者對價格不敏感,公司可對其產(chǎn)品確定較的定價,從而獲得高額利潤。本文通過PEST分析和SWOT分析法對T公司營銷環(huán)境進行了全面的分析,驗證了營銷戰(zhàn)略的迫切性、必要性和可行性。通過對防脫發(fā)產(chǎn)品需求因素,得出其產(chǎn)品需求影響因素順序(按從大到小的需求排列)為：1、功能,2、品牌,3、價格,4、廣告,5、社交影響,6、沖動購買。據(jù)此用STP方法進行細分、目標市場選擇,對J公司洗發(fā)沐浴露產(chǎn)品進行了目標市場定位,并為其產(chǎn)品制定了相應的4P營銷策略。
[Abstract]:J company was founded in May 2003, a small private enterprise in Dongguan. November 17th 2004, The research results of "HMJ" shampoo product "HMJ" developed by the company obtained the patent certificate of invention issued by the State intellectual property Office. Moreover, with the efforts of J Company, the "HMJ" shampoo has a certain reputation and reputation in the local area. There is also a steady customer base in the local market. But the sales volume of this product has been very stable at around 3 million yuan, and the company is in a low profit state. J has not developed rapidly because of this patent. This is because the company's grasp of marketing theory is limited, the positioning of the product is not clear, and the company's marketing investment is insufficient. As a result, the sales revenue of J Company in this product has a trend of declining year by year. The purpose of this paper is to develop a new marketing strategy for the product. In this paper, the original marketing strategy of shampoo and bath lotion in J Company is analyzed, and the problems are pointed out: single marketing mode, vague marketing concept, narrow marketing channel, resulting in a single product category, which is squeezed by dealers. Television advertising investment was significantly lower than expected. These problems restrict J Company's market expansion and sales increase of shampoo and bath lotion products, which urgently need to change the marketing strategy of its shampoo and body soap products. Therefore, this paper puts forward that J company's shampoo and bath lotion is a market with high requirement for its function effect. The reason is that J company's products can meet the requirements of consumers, and this kind of consumers are not sensitive to price. The company can determine the price of its products and obtain the high profit. This paper analyzes the marketing environment of T Company by PEST analysis and SWOT analysis, and verifies the urgency of marketing strategy. Necessity and feasibility. Through the demand factors for anti-hair loss products, The order of influencing factors of product demand (from large to small) is: 1: 1, function 2, brand 3, price 4, advertising 5, social influence 6, impulse purchase. Based on this, the STP method is used to subdivide and select the target market. The target market orientation of J company's shampoo and bath lotion products was carried out, and the corresponding 4P marketing strategy was worked out for its products.
【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.72

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