本文選題：雷諾香水 + 市場定位　； 參考：《華北電力大學(xué)》2013年碩士論文

【摘要】：近年來隨著中國經(jīng)濟的快速發(fā)展、人均可支配收入的不斷增長及消費意識的增強,為中國的香水市場提供了廣闊的發(fā)展前景,但目前整體的香水市場容量相對較小,面對各大國際化妝品牌紛紛攜其香水品牌進駐中國,香水行業(yè)的競爭也在不斷加劇,為了獲得更好地發(fā)展,同其他國際品牌一樣,雷諾也必須面對拓寬銷售渠道、擴大市場份額的難題。在此背景下,針對雷諾公司這一特定對象的香水營銷體系進行了專項研究,其意義不僅可以為雷諾香水營銷體系建設(shè)的方案及實施措施提供參考,也可為類似規(guī)模、類似公司結(jié)構(gòu)和處于類似發(fā)展階段的香水公司提供有益的借鑒。 本文首先從政策法規(guī)、經(jīng)濟、社會及技術(shù)四個方面對中國香水市場的宏觀環(huán)境進行了分析,然后通過對雷諾香水的介紹、競爭環(huán)境分析、主要競爭對手及產(chǎn)品對比分析、購買者的分析幾個方面對雷諾香水市場的微觀環(huán)境進行了剖析,還針對目前中國香水市場容量相對狹小的問題分析了阻礙其發(fā)展的幾點因素,從而為雷諾香水市場營銷策略的制定及實施提供了基本的依據(jù)；其次,從對雷諾香水的SWOT分析入手,明確了雷諾香水的優(yōu)勢、劣勢、機會及面臨的威脅,同時相應(yīng)地給出了匹配的戰(zhàn)略選擇；然后對雷諾香水的市場細分、目標(biāo)市場選擇和市場定位制定了相應(yīng)的雷諾香水市場選擇及指導(dǎo)方針。最后,主要對雷諾香水中國市場營銷策略做了具體的闡述,具體分為產(chǎn)品策略、價格策略、渠道策略、促銷策略,消費者洞察策略,另外,從香水作為一種契合個人氣質(zhì)、具備文化內(nèi)涵的特殊產(chǎn)品考慮,對以維護顧客忠誠度為核心的“4Vs”的營銷策略對雷諾香水作了進一步的分析。 針對上述分析,本文給出了雷諾公司的營銷策略如下改進建議：堅持差異化的目標(biāo)市場策略,開發(fā)新產(chǎn)品、擴大營業(yè)網(wǎng)點、拓寬銷售渠道、以消費者為核心建立全新的終端營業(yè)推廣模式并提升一線香水顧問的咨詢服務(wù)水平。
[Abstract]:In recent years, with the rapid development of Chinese economy, per capita disposable income growth can be enhanced constantly and consumer awareness, and provides a broad prospect for China perfume market, but the overall market capacity of perfume is relatively small, in the face of major international cosmetics brands have to bring its perfume brands Chinese, perfume industry competition in the increasing, in order to achieve better development, as well as other international brands, Renault also must face to expand sales channels, expand market share problem. Under this background, aiming at the specific of Renault like perfume marketing system conducted a special study, its significance can not only provide reference for the construction of Reynolds perfume marketing system and implementing measures, can also be of similar size, similar in structure and provides a useful reference for the similar stage of development of perfume company.
This paper from the policy, economy, society and technology four aspects of the macro environment for the China perfume market is analyzed. Then based on Reynolds perfume, competitive environment analysis, competitor analysis and comparative analysis of several aspects of the main products, buyers of the micro environment of the Reynolds perfume market are analyzed, also at present Chinese perfume market capacity is relatively small and the problem analysis of several factors that hinder its development, so as to provide the basis for the formulation and implementation of Reynolds perfume marketing strategy; secondly, starting from the analysis of Reynolds SWOT perfume, perfume Reynolds clear advantages, disadvantages, opportunities and threats, and the corresponding given the strategic choice, then the Reynolds perfume; market segmentation, target market selection and market positioning for the Reynolds market and choose the corresponding perfume The guidelines. Finally, the main marketing strategy of Reynolds perfume China elaborates, divided into specific product strategy, price strategy, channel strategy, promotion strategy, consumer insight strategy, in addition, from the perfume as a fit personal temperament, with special cultural connotation of products for consideration, in order to maintain customer loyalty the core of the "4Vs" marketing strategy made a further analysis of the Reynolds perfume.
Based on the above analysis, this paper gives the Reynolds company's marketing strategy the following suggestions: target market strategy adhere to the differentiation and development of new products, expand business outlets, expand sales channels, to consumers as the core to establish new mode of terminal sales promotion and promotion of a line of perfume consultation service level.

【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.72

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