【摘要】：隨著國(guó)內(nèi)女性個(gè)人護(hù)理衛(wèi)生用品市場(chǎng)競(jìng)爭(zhēng)的日益激烈與集中，同時(shí)女性對(duì)特殊日子晚上的保護(hù)要求及心理安慰的需要越來(lái)越高，大于等于380mm超長(zhǎng)夜用系列衛(wèi)生巾的市場(chǎng)需求越來(lái)越大，全渠道銷(xiāo)量每年以雙位數(shù)增長(zhǎng)，并成為各競(jìng)爭(zhēng)品牌的重要爭(zhēng)奪細(xì)分市場(chǎng)，也是市場(chǎng)份額的重要爭(zhēng)奪環(huán)節(jié)。 現(xiàn)時(shí)市場(chǎng)份額排名前四位的女性個(gè)人護(hù)理衛(wèi)生用品品牌占近60%的市場(chǎng)份額，前五位品牌占近70%，，其中主要以國(guó)際知名品牌（W品牌/S品牌）為主，國(guó)有民族品牌僅有AN集團(tuán)旗下的Q品牌和JX公司旗下的A品牌。如何在此激烈競(jìng)爭(zhēng)的市場(chǎng)中鞏固并逐步擴(kuò)大自己的市場(chǎng)份額，是各競(jìng)爭(zhēng)者的目標(biāo)及挑戰(zhàn)。 作為經(jīng)歷市場(chǎng)15年磨練的民營(yíng)企業(yè)品牌A品牌，一直致力于個(gè)人護(hù)理用品的研發(fā)、生產(chǎn)和銷(xiāo)售，現(xiàn)時(shí)市場(chǎng)占有率排名第四。為爭(zhēng)奪超長(zhǎng)夜用衛(wèi)生巾的細(xì)分市場(chǎng)，結(jié)合市場(chǎng)需求于2014年推出超長(zhǎng)420MM衛(wèi)生巾。如何在激烈競(jìng)爭(zhēng)中贏得市場(chǎng)份額和地位，超長(zhǎng)夜用衛(wèi)生巾的促銷(xiāo)計(jì)劃將是關(guān)鍵因素。 本計(jì)劃書(shū)就贏得市場(chǎng)份額的關(guān)鍵產(chǎn)品——A品牌超長(zhǎng)夜用衛(wèi)生巾制定適合廣州市場(chǎng)的2014年的產(chǎn)品促銷(xiāo)計(jì)劃，通過(guò)一系列的促銷(xiāo)方式對(duì)未來(lái)一年廣州地區(qū)的營(yíng)銷(xiāo)工作進(jìn)行指導(dǎo)，以達(dá)到提升產(chǎn)品銷(xiāo)量，以及知名度和美譽(yù)度，從而進(jìn)一步提升整體品牌的市場(chǎng)占有率。 計(jì)劃書(shū)首先從JX公司的發(fā)展歷史及未來(lái)發(fā)展目標(biāo)進(jìn)行闡述，并對(duì)廣州市場(chǎng)的歷史銷(xiāo)售數(shù)據(jù)進(jìn)行深入分析與研究，然后運(yùn)用宏觀環(huán)境分析法從經(jīng)濟(jì)、人口、消費(fèi)者需求等角度進(jìn)行分析，運(yùn)用SWOT分析法從內(nèi)外部的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅等角度對(duì)產(chǎn)品的營(yíng)銷(xiāo)態(tài)勢(shì)及環(huán)境進(jìn)行分析，為2014年A品牌超長(zhǎng)夜用衛(wèi)生巾產(chǎn)品在廣州市場(chǎng)制定營(yíng)銷(xiāo)目標(biāo)及營(yíng)銷(xiāo)計(jì)劃的選擇提供決策依據(jù)。 最后具體從人員推銷(xiāo)、銷(xiāo)售促進(jìn)、業(yè)務(wù)廣告、公共關(guān)系四方面制定A品牌超長(zhǎng)夜用衛(wèi)生巾廣州市場(chǎng)2014的促銷(xiāo)計(jì)劃。并簡(jiǎn)要分析風(fēng)險(xiǎn)所在，為促銷(xiāo)計(jì)劃提供一定的風(fēng)險(xiǎn)控制，幫助廣州市場(chǎng)更好的完成2014年該產(chǎn)品的市場(chǎng)營(yíng)銷(xiāo)工作。
[Abstract]:With the increasingly fierce and concentrated competition in the domestic market for women's personal care products, women's need for protection and psychological comfort in the evening of special days is becoming higher and higher. The market demand of the super long night sanitary napkins greater than or equal to that of 380mm is increasing. The sales volume of the whole channel increases by double digits every year and becomes an important competition for the subdivision market of each competitive brand and also an important link for the market share. At present, the top four female brands of personal care and hygiene products account for nearly 60% of the market share, and the top five brands account for nearly 70%, among which the main ones are international well-known brands (W brand / S brand). State-owned national brands only AN Group's Q brand and JX's A brand. How to consolidate and expand their market share in this competitive market is the goal and challenge of each competitor. As a private enterprise brand A which has been honed for 15 years, it has been committed to personal care products research and development, production and sales, the current market share ranked fourth. In order to compete for the market segment of super long night sanitary napkins, the super long 420MM sanitary napkins will be introduced in 2014 in combination with market demand. How to win the market share and position in the fierce competition, the promotion plan of the super long night sanitary napkin will be the key factor. This plan makes the 2014 product promotion plan suitable for Guangzhou market with brand A brand super long night sanitary napkin, which is the key product to win market share, and guides the marketing work in Guangzhou area in the coming year through a series of promotion methods. To achieve increased product sales, as well as visibility and reputation, and further enhance the overall brand market share. The plan is first expounded from the history and future development goals of JX Company, and the historical sales data of Guangzhou market are analyzed and studied in depth, and then macro-environment analysis is used to analyze the economy and population. Consumer demand and other aspects of the analysis, using SWOT analysis from the internal and external strengths, weaknesses, opportunities, threats and other aspects of the product marketing situation and environment analysis, It provides a basis for making marketing target and choosing marketing plan for 2014 brand A super long night sanitary napkin products in Guangzhou market. Finally, the promotion plan of brand A super long night sanitary napkins Guangzhou market 2014 is formulated from the aspects of personnel promotion, sales promotion, business advertisement and public relations. It also briefly analyzes the risk, provides certain risk control for the promotion plan, and helps the Guangzhou market to complete the marketing work of the product in 2014.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.8

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