本文關(guān)鍵詞： 滴露消毒產(chǎn)品 市場開發(fā) 營銷組合策略　出處：《昆明理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著L集團(tuán)公司進(jìn)入中國以來,截至2013年底,L集團(tuán)公司滴露消毒系列產(chǎn)品已經(jīng)成為國內(nèi)日用家居消毒市場上的領(lǐng)導(dǎo)者,市場份額居全國第一位,成為中國日用家居消毒行業(yè)品類的領(lǐng)頭羊。同時L集團(tuán)公司“消毒專家”的稱號也逐漸被廣大消費(fèi)者所熟知。L集團(tuán)公司的營銷策略也成為學(xué)者探討和研究的學(xué)術(shù)話題。然而隨著一線城市的消費(fèi)日趨飽和,L集團(tuán)公司在二三線城市的市場上的表現(xiàn)卻不盡如意。如何爭對L公司的滴露品牌順利拓展西部的二、三線城市就成為本文研究的主要目的了 快速消費(fèi)品行業(yè)是朝陽行業(yè),已成為當(dāng)前最有前途的行業(yè)之一。由于快速消費(fèi)品行業(yè)需要的技術(shù)含量和資金量不是很高,前期投入不高,進(jìn)入門檻低,由于涉及人們的日常生活需求,因而市場容量大、消費(fèi)需求又旺盛、產(chǎn)品更新速度快,隨著中國經(jīng)濟(jì)的不斷發(fā)展和新型城鎮(zhèn)化的建設(shè),中國有巨大的市場消費(fèi)潛力,使得眾多中外企業(yè)紛紛涉足快消品領(lǐng)域,行業(yè)競爭也日益白熱化,因此如何在竟?fàn)幖ち业男袠I(yè)內(nèi)搶占先機(jī),獲得更高的市場份額,讓不斷更新的產(chǎn)品能快速為廣大中國消費(fèi)者所接受,是所有快速消費(fèi)品企業(yè)面臨的問題。 本文以快速消費(fèi)品行業(yè)的代表之一家化行業(yè)作為研究對象,重點(diǎn)研究日用家居消毒系列產(chǎn)品代表公司L集團(tuán)公司,希望通過L集團(tuán)公司開發(fā)二、三線城市的營銷現(xiàn)狀的分析以及家化行業(yè)的現(xiàn)狀分析,理出公司目前市場開發(fā)策略方面存在的問題,結(jié)合本人在昆明理工大學(xué)MBA在讀期間所學(xué)的相關(guān)市場營銷理論,提出相應(yīng)更接近市場實(shí)際的市場開發(fā)策略,希望能夠幫助公司提供成功的實(shí)際案例,便于為公司開發(fā)其它城市提供了經(jīng)驗(yàn),同時也對相關(guān)消毒類家化企業(yè)市場開發(fā)策略提供一些借鑒。
[Abstract]:Since L Group entered China, as of end of 2013, the company has become the domestic domestic household disinfection market leader, market share ranked first in the country. To become the leader of household disinfection industry in china. At the same time, L group company "disinfection expert" The title of "L Group" has also become an academic topic for scholars to discuss and study. However, with the consumption of first-tier cities becoming increasingly saturated. The performance of L Group Company in the market of the second and third tier cities is not satisfactory. How to compete for the L company's Dilu brand to successfully expand the second and third tier cities in the west has become the main purpose of this paper. FMCG industry is a sunrise industry, has become one of the most promising industries. Because the FMCG industry needs not very high technical content and capital amount, the early investment is not high, and the entry threshold is low. Because of the daily life demand of people, the market capacity is large, the consumption demand is exuberant, the product renewal speed is fast, with the continuous development of Chinese economy and the construction of new urbanization. China has a huge market consumption potential, so many Chinese and foreign enterprises have been involved in the field of fast consumer goods, the industry competition is becoming increasingly fierce, so how to seize the first opportunity in the competitive industry, to obtain a higher market share. It is a problem for all FMCG companies to make their products fast and acceptable to Chinese consumers. In this paper, one of the representatives of the fast moving consumer goods industry as the research object, focusing on the daily household disinfection series of products on behalf of the company L Group, hoping to develop through L Group II. The analysis of the marketing status of the third-tier cities and the analysis of the current situation of the home chemical industry, the company's current market development strategy of the existing problems. Combined with the relevant marketing theory that I learned during the study of MBA in Kunming University of Science and Technology, this paper puts forward the corresponding market development strategy closer to the actual market, hoping to help the company to provide a successful practical case. It provides the experience for the company to develop other cities, and also provides some reference for the market development strategy of the related disinfection domestic chemical enterprises.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.72;F274;F272

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