摘要
近年来，随着国人口腔保健意识日渐增强，国内牙膏市场容量快速增长。2015
年，46 家规模以上牙膏生产企业利润总额同比增长 20.22%，行业利润增幅快于
市场规模增幅，行业发展前景看好。由此，国外牙膏企业携资金、品牌和营销优
势强势进攻，国内牙膏龙头企业抓住细分市场高定价高投入，国内外医药企业等
潜在进入者纷纷跨界涌入，市场竞争日趋激烈。纳爱斯牙膏整体销售虽保持逐年
增长态势，但已赶不上行业增长速度，面临发展瓶颈，市场营销策略急需优化

本文依托市场营销相关理论，以纳爱斯牙膏为对象，研究其市场营销策略

研究过程中，利用 PEST 分析法对市场宏观环境进行分析，利用 SWOT 分析法和波
特五力模型，分析纳爱斯牙膏面临的市场内外部环境、竞争环境。依托 STP 和
4P 营销组合理论，“对症下药”制定纳爱斯牙膏国内市场营销优化策略，提出策
略优化实施的支撑措施

本文研究得出纳爱斯牙膏应采用双品牌策略：成人牙膏仍采用“纳爱斯”品
牌，立足当前，功能沿用“营养护龈”，价格定位中低端，主攻传统优势渠道；
青少年牙膏启用新品牌“健爽白”，面向未来，占位男生女生这一空白细分市场，
价格定位高端、超高端，主攻大卖场、电商等现代渠道。本文的研究成果不仅为
纳爱斯牙膏产品开发和市场营销活动提供了实践指导方案，同时营销策略优化思
维对国内整个牙膏行业发展也具有一定的借鉴意义

关键词：纳爱斯，牙膏，营销，策略，优化浙江工业大学硕士学位论文 纳爱斯牙膏市场营销策略优化研究
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Abstract
In recent years, with the increasing awareness of oral care in China, the domestic
toothpaste market volume increased rapidly. In 2015 top 46 toothpaste enterprises’
total profit grew 20.22%, besides industry profits increased faster than the growth of
market, so the development prospect of this industry was optimistic. Therefore foreign
toothpaste enterprises brought capitals, brands and marketing advantages with strong
attack, meanwhile leading domestic toothpaste enterprises grasped the market
withpremium price and high investment, in addition domestic and foreign
pharmaceutical companies and other potential entrants cross-bordered. Thus the
market competition was being increasingly fierce. Although overall sales of Nice
group toothpaste maintained growth year after year, but it couldn’t catch up with the
growth rate of the industry. Obviously Nice group faced the bottleneck of
development, so urgent to optimize the marketing strategy.
Based on the related theory of marketing, with Nice toothpaste as the object of
study on marketing strategies, in the course of the study I used the PEST analysis
method to analyze the macro environment of the market, and the SWOT analysis
method , further the Potter five forces model analysis on Nice toothpaste market
which facing with internal and external environment, competition environment. Based
on the STP strategy and 4P marketing theory, like an antidote against the disease that
I developed Nice toothpaste strategy on marketing optimization, and put forward the
optimization measures to support implementation of the strategy.
In this paper, it is concluded that Nice toothpaste should adopt double brand
strategy: adult toothpaste is “Nice” brand, based on the current function,
using“nutrition care” with middle to low-end price positioning by main traditional
channels; a new brand “Jian Shuang Bai” for teenagers, for the future, boys and girls
the blank market segments with the price positioning high-end and ultra high-end for
supermarket, online retailers and other modern channels. The results of this study
provide not only a practical scheme for Nice toothpaste product development and
marketing activities, but also marketing strategy optimization thinking on
development of domestic whole toothpaste industry with certain guidance and
reference .
Keywords: NICE, Toothpaste, Marketing, Strategy, Optimization浙江工业大学硕士学位论文 纳爱斯牙膏市场营销策略优化研究
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目 录
摘要 ...Ⅰ
Abstract ...........Ⅱ
1 绪论...1
1.1 研究背景与研究意义.......1
1.1.1 研究背景 ...........1
1.1.2 研究意义 ...........1
1.2 研究框架.....2
1.2.1 基本思路 ...........2
1.2.2 研究方法 ...........3
1.2.3 研究内容 ...........3
1.3 创新与特色...4
2 相关理论综述 .......5
2.1 营销策略相关理论 ........5
2.1.1 消费者行为理论.....5
2.1.2 STP 战略 ...........8
2.1.3 4P 营销组合 .......10
2.1.4 全方位营销........11
2.1.5 互联网营销........14
2.2 相关研究工具 ...........15
2.2.1 PEST 分析法 .......15
2.2.2 SWOT 分析法 .......15
2.2.3 波特五力模型......16
3 国内牙膏市场环境及营销存在问题 17
3.1 国内牙膏行业发展现状 ...17
3.1.1 市场规模逐年扩大 ..17
3.1.2 利润空间增长较快 ..17
3.1.3 跨界企业越来越多 ..18
3.2 国内牙膏行业宏观环境分析（PEST）....18
3.2.1 政治法律环境（P）.18
3.2.2 经济环境（E）.....19
3.2.3 社会文化环境（S）.20浙江工业大学硕士学位论文 纳爱斯牙膏市场营销策略优化研究
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3.2.4 科学技术环境（T）.22
3.3 国内牙膏行业发展趋势 ...23
3.3.1 功效牙膏快速崛起...23
3.3.2 产品价格越来越高...24
3.3.3 企业高定价高投入...24
3.3.4 品牌认知趋于集中...25
3.3.5 线上销售比例增加...26
3.4 主要竞争对手分析........27
3.4.1 黑人...27
3.4.2 云南白药...........28
3.4.3 佳洁士.28
3.4.4 高露洁.29
3.4.5 舒客...29
3.5 国内牙膏行业营销存在问题30
3.5.1 广告宣传夸大化.....30
3.5.2 重概念炒作轻研发...30
3.5.3 产品同质化严重.....31
3.5.4 营销费用投入高.....31
4 纳爱斯牙膏市场营销策略存在问题 ...........33
4.1 纳爱斯牙膏国内市场概况..33
4.2 纳爱斯牙膏市场 SWOT 分析 35
4.2.1 优势（S）分析......35
4.2.2 劣势（W）分析......36
4.2.3 机会（O）分析......36
4.2.4 威胁（T）分析......37
4.3 纳爱斯牙膏市场波特五力分析......... 38
4.3.1 同行业竞争者的竞争程度.........38
4.3.2 潜在进入者的威胁...39
4.3.3 替代品的威胁.......40
4.3.4 供应商的议价能力...40
4.3.5 购买者的议价能力...41
4.4 纳爱斯牙膏营销策略存在问题..........41
4.4.1 STP 战略存在问题 ..41
4.4.2 4P 营销组合存在问题 ...........43
4.4.3 营销策略优化必要性48浙江工业大学硕士学位论文 纳爱斯牙膏市场
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