本文選題：個(gè)人護(hù)理品原料 + 產(chǎn)品結(jié)構(gòu)細(xì)分��； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：近年來,隨著人們生活品質(zhì)的提高,消費(fèi)者對(duì)個(gè)人護(hù)理品的需求呈現(xiàn)多元化。而隨著個(gè)人護(hù)理品自身的多元化發(fā)展,個(gè)人護(hù)理品原料也必將呈現(xiàn)多元化發(fā)展的趨勢(shì)。個(gè)人護(hù)理品原料作為化學(xué)品產(chǎn)業(yè)鏈中的一個(gè)分支有著它獨(dú)有的特性,這個(gè)特征決定了代理商在個(gè)人護(hù)理品原料銷售環(huán)節(jié)中的重要性。SAIFU是一家在個(gè)人護(hù)理品原料代理領(lǐng)域有著二十年經(jīng)驗(yàn)的民營企業(yè),隨著企業(yè)自身的成長和個(gè)人護(hù)理品行業(yè)外部環(huán)境的變化,面臨著新的挑戰(zhàn)和新問題。 本論文基于工業(yè)品分銷理論,結(jié)合STP營銷策略和4P營銷組合以及SAIFU當(dāng)前面臨的行業(yè)外部環(huán)境和企業(yè)自身問題,針對(duì)個(gè)人護(hù)理品原料代理進(jìn)行系列的營銷策略研究和分析。根據(jù)所研究內(nèi)容提出相應(yīng)的調(diào)整方案,并且針對(duì)調(diào)整后所面臨的風(fēng)險(xiǎn)和如何控制給出相應(yīng)建議。營銷策略研究重點(diǎn)在新供應(yīng)商引進(jìn)、產(chǎn)品結(jié)構(gòu)細(xì)分、大客戶策略和個(gè)人護(hù)理品原料營銷團(tuán)隊(duì)建設(shè)等。 通過本論文的研究,可有助于SAIFU在個(gè)人護(hù)理品原料代理中正確制定自身的戰(zhàn)略目標(biāo)和后期銷售方向,不斷提升自身在同行業(yè)中的核心競爭力,同時(shí)也有助于作者在后期工作中不斷進(jìn)行調(diào)整和改進(jìn)。
[Abstract]:In recent years, with the improvement of people's quality of life, consumers' demand for personal care products is diversified. With the diversified development of personal nursing products, the raw materials of personal nursing products will also present the trend of diversification. As a branch of the chemical industry chain, the raw materials of personal care products have its unique characteristics. This feature determines the importance of agents in the marketing of raw materials for personal care products. SAIFU is a private enterprise with 20 years of experience in the field of raw materials agency for personal care products. With the growth of enterprises and the changes of the external environment of personal care products industry, they are facing new challenges and new problems. Combined with STP marketing strategy, 4P marketing combination and SAIFU's current industry external environment and enterprise's own problems, this paper makes a series of marketing strategy research and analysis on personal care raw material agent. According to the contents of the study, the corresponding adjustment scheme is put forward, and the corresponding suggestions on the risk and how to control the adjustment are given. Marketing strategy research focuses on the introduction of new suppliers, product structure segmentation, major customer strategy and personal care products raw materials marketing team building. It is helpful for SAIFU to correctly formulate its own strategic goal and later sales direction in the personal care raw material agent, to continuously enhance its core competitiveness in the same industry, and also to help the author to constantly adjust and improve in his later work.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.72

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本文編號(hào)：2007865