基于我國口腔清潔護(hù)理用品行業(yè)品牌塑造策略研究
發(fā)布時(shí)間：2019-04-24 20:56
【摘要】：改革開放以來,人們的生活水平越來越高,健康意識(shí)越來越強(qiáng)。因此,個(gè)人清潔護(hù)理產(chǎn)品就越來越多的受到人們的關(guān)注和重視。自2000年以來我國個(gè)人清潔護(hù)理用品市場(chǎng)的平均增長(zhǎng)幅度為23.8%,最快的年份甚至達(dá)到了42%的增長(zhǎng)速度。我國擁有13億多人口,市場(chǎng)需求巨大,潛力可觀。目前,口腔清潔用品市場(chǎng)以外資大企業(yè)控制為主,我國中小企業(yè)在這一市場(chǎng)的地位比較狹窄�！皩殱崱焙汀奥�(lián)合利華”兩大跨國公司,憑借其在資金、技術(shù)和品牌方面的強(qiáng)大優(yōu)勢(shì),成為中國日化市場(chǎng)上的霸主,控制了絕大部分市場(chǎng)份額。他們收購或者擠垮了一些本土品牌,在一定程度上形成了壟斷。本土企業(yè)品牌競(jìng)爭(zhēng)力較弱,科研創(chuàng)新能力較低,所以只能處于中低端市場(chǎng),生存艱難。隨著國際品牌將觸角進(jìn)一步延伸到中低端市場(chǎng),本土口腔清潔護(hù)理用品品牌將面臨更加嚴(yán)峻的挑戰(zhàn)。基于此,本文選擇本土口腔清潔護(hù)理用品品牌塑造策略作為研究對(duì)象,期望通過這一研究,能夠給本土日化企業(yè)提供有益參考。 基于以上背景,本文以品牌塑造的相關(guān)理論分析為基礎(chǔ),并運(yùn)用了案例分析法和對(duì)比分析法,探討我國口腔清潔護(hù)理用品品牌塑造的問題并總結(jié)出相關(guān)策略。第一章主要介紹了選題背景及意義、國內(nèi)外品牌塑造的相關(guān)文獻(xiàn)綜述、本文的總體框架和研究方法。第二章闡述了品牌認(rèn)知理論、品牌產(chǎn)品理論、品牌定位理論、品牌渠道理論以及品牌傳播理論等品牌塑造相關(guān)理論,為后文的分析提供了理論基礎(chǔ)。第三章回顧了我國口腔清潔護(hù)理用品行業(yè)的發(fā)展歷程,并重點(diǎn)分析了現(xiàn)階段我國口腔清潔護(hù)理用品市場(chǎng)的現(xiàn)狀和存在的主要問題。第四章在前面各章節(jié)分析的基礎(chǔ)之上,總結(jié)并提出了我國口腔清潔護(hù)理用品品牌塑造的策略。第五章以云南白藥牙膏作為案例,分析本文提出的我國口腔清潔護(hù)理用品品牌塑造策略的可行性。第六章進(jìn)行了總結(jié)與展望。
[Abstract]:Since the reform and opening up, people's living standard is higher and higher, health consciousness is stronger and stronger. Therefore, more and more people pay attention to personal cleaning care products. Since 2000, the average growth rate of our country's personal cleaning and nursing products market has been 23.8%, and the fastest year has even reached 42% growth rate. Our country has more than 1.3 billion people, the market demand is huge, the potential is considerable. At present, the market of oral cleaning products is mainly controlled by large foreign enterprises, and the position of small and medium-sized enterprises in this market is relatively narrow. P & G and Unilever, thanks to their strong financial, technological and brand strengths, have become the dominant players in China's daily chemical market, controlling most of the market. They bought or squeezed down some local brands, forming a monopoly to a certain extent. Local enterprise brand competitiveness is weak, scientific research innovation ability is lower, so can only be in the middle and low end market, survival is difficult. As the international brand extends to the middle and low end of the market, the local brand of oral cleaning products will face even more severe challenges. Based on this, this paper chooses the brand-building strategy of local oral cleaning products as the research object, and hopes that this study can provide a useful reference for the local daily chemical enterprises. Based on the above background, based on the theoretical analysis of brand building, and using case analysis and comparative analysis, this paper discusses the problems of brand building of oral cleaning and nursing products in China and summarizes the relevant strategies. The first chapter mainly introduces the background and significance of the topic, the related literature review of brand building at home and abroad, the overall framework and research methods of this paper. The second chapter expounds the brand shaping theories such as brand cognition theory, brand product theory, brand positioning theory, brand channel theory and brand communication theory, which provides a theoretical basis for the later analysis. The third chapter reviews the development of oral cleaning products industry in China, and analyzes the current situation and main problems of oral cleaning products market in China. Based on the analysis of the previous chapters, the fourth chapter summarizes and puts forward the strategy of brand-building of oral cleaning and nursing products in China. The fifth chapter takes Yunnan Baiyao toothpaste as a case to analyze the feasibility of brand-building strategy of oral cleaning and nursing products proposed in this paper. Chapter six summarizes and looks forward to it.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.8
本文編號(hào)：2464780
[Abstract]:Since the reform and opening up, people's living standard is higher and higher, health consciousness is stronger and stronger. Therefore, more and more people pay attention to personal cleaning care products. Since 2000, the average growth rate of our country's personal cleaning and nursing products market has been 23.8%, and the fastest year has even reached 42% growth rate. Our country has more than 1.3 billion people, the market demand is huge, the potential is considerable. At present, the market of oral cleaning products is mainly controlled by large foreign enterprises, and the position of small and medium-sized enterprises in this market is relatively narrow. P & G and Unilever, thanks to their strong financial, technological and brand strengths, have become the dominant players in China's daily chemical market, controlling most of the market. They bought or squeezed down some local brands, forming a monopoly to a certain extent. Local enterprise brand competitiveness is weak, scientific research innovation ability is lower, so can only be in the middle and low end market, survival is difficult. As the international brand extends to the middle and low end of the market, the local brand of oral cleaning products will face even more severe challenges. Based on this, this paper chooses the brand-building strategy of local oral cleaning products as the research object, and hopes that this study can provide a useful reference for the local daily chemical enterprises. Based on the above background, based on the theoretical analysis of brand building, and using case analysis and comparative analysis, this paper discusses the problems of brand building of oral cleaning and nursing products in China and summarizes the relevant strategies. The first chapter mainly introduces the background and significance of the topic, the related literature review of brand building at home and abroad, the overall framework and research methods of this paper. The second chapter expounds the brand shaping theories such as brand cognition theory, brand product theory, brand positioning theory, brand channel theory and brand communication theory, which provides a theoretical basis for the later analysis. The third chapter reviews the development of oral cleaning products industry in China, and analyzes the current situation and main problems of oral cleaning products market in China. Based on the analysis of the previous chapters, the fourth chapter summarizes and puts forward the strategy of brand-building of oral cleaning and nursing products in China. The fifth chapter takes Yunnan Baiyao toothpaste as a case to analyze the feasibility of brand-building strategy of oral cleaning and nursing products proposed in this paper. Chapter six summarizes and looks forward to it.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.8
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