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竹妃卫生巾品牌营销策略研究_MBA硕士毕业论文DOC

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文本描述
摘要
I
竹妃卫生巾品牌营销策略研究
摘要
作为现今女性日常生活中不可缺少的必需品之一,卫生巾存
在着巨大的消费市场。中国市场也已涌现了各种各样不同的卫生
巾品牌,市场竞争日益复杂及深入。在这一成熟行业中,竹妃品
牌作为一个新进入的品牌必将面临的巨大的竞争压力

本文通过运用 PEST 工具,首先对竹妃品牌所处的宏观市场
环境进行分析,接着对竹妃品牌所处的市场环境进行解读,落脚
于竹妃品牌的核心市场—山东进行梳理,并借助消费者调研这一
工具对目标消费者的偏好进行深入的把握

然后借助波特五力模型,对行业竞争的现状进行深入的探讨
,然后通过 SWOT 分析,确立竹妃品牌的优势和劣势,机会及威
胁,从而制定出竹妃品牌相应的发展战略及路径

同时运用 SPT 理论来对目标消费群进行区格,建立竹妃品牌摘要
II
的核心理念及品牌文化定位,寻求并探寻目标消费者的情感及价
值认知、认同的关键核心因素,得出竹妃品牌沟通的核心诉求

最后运用 4P 的营销理论理论来研究分析竹妃卫生巾品牌这
一新生品牌在这个竞争已相当激烈的、成熟的卫生用品行业,通
过运用针对性的品牌营销组合进入市场竞争,以期在山东市场获
得一席之地

借助竹妃品牌营销的探索,期望对中小企业的品牌运作进行
初步的摸索,对品牌定位及战略路径的选择上进行探讨,并在此
基础上对以 Y 公司为代表的中小企业的品牌运作现状进行深入的
评估挖掘,以确定其品牌战略目标,并实事求是的制定其可执行
的品牌营销策略,协助完善其品牌市场组织架构,对其品牌营销
策略的制定进行详细的阐释,以期对中小企业的品牌运作及管理
提供借鉴及参考

关键词 卫生巾 品牌 营销策略Abstract
III
BAMBOO-QUEEN SANITARY NAPKIN BRAND MARKETING
STRATEGY RESEARCH
ABSTRACT
As one of the necessities of daily life, sanitary napkins have a huge consumption market.
The Chinese market has also emerged a variety of different sanitary napkin brand, market
competition is increasingly complex and in-depth. In this mature industry, Bamboo Princess
brand as a new brand will face enormous competitive pressure.
This article through the use of PEST tool, this paper makes a theoretical analysis on the
Bamboo Princess brand which the macro market environment, then the Bamboo Princess of
the brand&39;s market environment of core market - based on Bamboo Princess brand in
Shandong to sort out, and with the help of consumer research of this tool on the target
consumer preferences in-depth grasp.
Then through the Potter five forces model, in-depth discussion on the present situation of
industry competition, and then through the SWOT analysis, the establishment of the Bamboo
Princess brand strengths and weaknesses, opportunities and threats, so as to formulate the
development strategy and path of the corresponding brand bamboo princess
At the same time SPT theory to grid to target consumer use, core concept and brand
culture to build brand bamboo princess, the key factor to seek and explore the emotional and
cognitive value, recognition of target consumers, the core demands of Bamboo Princess
brand communication.
Finally, using the marketing theory of 4P to study the Bamboo Princess sanitary napkinAbstract
IV
brand this new brand in the competition has been very intense, mature health products
industry, through the use of targeted brand marketing into the market competition, in order to
gain a foothold in the market in Shandong.
With the exploration of Bamboo Princess brand marketing, is expected to the small and
medium-sized enterprise brand operation to conduct a preliminary exploration, the brand
positioning and strategic choice of path of operation status of the brand represented by Y
company of small and medium-sized enterprises and based on mining in-depth assessment,
to determine the goal of brand strategy, and the formulation of the realistic implementation
of brand marketing strategy, to help improve its brand market structure, carries on the
detailed explanation of its brand marketing strategy formulation, in order to brand operation
and management of small and medium-sized enterprises to provide reference and reference.
Huang Yu
Supervised by:Wang Ling
KEYWORDS Sanitary napkin;Brand;Marketing strategy mix目录
V
目录
摘要 ...... I
Abstract.III
目录V
第一章 绪论...........1
1.1 研究意义 ...........1
1.2 研究内容 ...........3
1.3 研究方法及技术路线 ...3
1.4 本文的主要贡献与不足 ...........4
第二章 品牌营销理论综述...........6
2.1 品牌概念综述 ...6
2.2 品牌营销理论 ...8
第三章 竹妃品牌背景.....11
3.1 竹妃品牌介绍 .11
3.2 竹妃品牌产品系列 .....11
第四章 竹妃品牌营销环境分析.13
4.1 竹妃品牌的宏观环境分析 .....13
4.2 竹妃品牌的市场环境分析 .....18
4.3 竹妃品牌的竞争环境分析 .....34
第五章 竹妃品牌的战略路径.....44
5.1 竹妃品牌的战略定位 .44
5.2 竹妃品牌的战略路径 .49
第六章 竹妃品牌营销策略.........52
6.1 竹妃品牌市场差异化的竞争策略 .....52
6.2 竹妃品牌营销产品组合策略 .52
6.3 竹妃品牌营销价格策略 .........52
6.4 竹妃品牌营销渠道策略 .........54
6.5 竹妃品牌营销促销策略 .........55
参考文献...60
结论...........63
附录...........64
致谢...........72VI
图目录
图 01 论文逻辑框架.......4
图 02 竹妃 LOGO...........11
图 03 竹妃品牌产品系列.........12
图 04 中国 GDP 增长率14
图 05 中国总人口数变化及自然增长率 .........15
图 06 中国城镇化率...
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