着个人护理品自身的多元化发展,个人护理品原料也必将呈现多元化发展的趋势。个人

护理品原料作为化学品产业链中的一个分支有着它独有的特性,这个特征决定了代理商

在个人护理品原料销售环节中的重要性。SAIFU是一家在个人护理品原料代理领域有着

二十年经验的民营企业,随着企业自身的成长和个人护理品行业外部环境的变化,面临

着新的挑战和新问题。

本论文基于工业品分销理论,结合STP营销策略和4P营销组合以及SAIFU当前

面临的行业外部环境和企业自身问题,针对个人护理品原料代理进行系列的营销策略研

宄和分析。根据所研宄内容提出相应的调整方案,并且针对调整后所面临的风险和如何

控制给出相应建议。营销策略研宄重点在新供应商引进、产品结构细分、大客户策略和

个人护理品原料营销团队建设等。

通过本论文的研宄,可有助于SAIFU在个人护理品原料代理中正确制定自身的战略

目标和后期销售方向,不断提升自身在同行业中的核心竞争力,同时也有助于作者在后

期工作中不断进行调整和改进。

关键词:个人护理品原料;产品结构细分;客户需求;营销团队;营销策略

第II页
华东理工大学硕士学位论文

Research on the Marketing Strategy of SAIFU for Personal Care

Material Agent

Abstract

In recent years,as people have been improving their quality of life, their demands for

personal care products become diversified. With the diversified development of personal care

products, the materials of personal care products also present diversified development trend.

As part of chemical material industry chain, personal care products have their unique

characteristics, which determine the importance of distributors or agents in the selling process

of personal care materials. As a private enterprise who has 20-year experience in acting as one

of the agents of personal care materials, SAIFU is confronted with new challenges and new

problems in its growth process because of the changes in the external environment of personal

care industry.

Based on the distribution theory of industrial products, combined with STP marketing

strategy and 4P marketing mix,SAIFU ’s current business situation and existing problems, this

paper makes a series of research and analysis on marketing strategies of the proxy of personal

care materials. Based on the research,the author brings forward appropriate adjustment

scheme,and proposes appropriate recommendations on how to control the risks facing after

adjustment. Marketing Strategies study focuses on the introduction of new suppliers,product

structure subdivision, key accounts strategy and the building of personal care materials

marketing team.

Through the study of this paper, it can help SAIFU establish correct strategic objectives

and future marketing direction in personal care materials agent, and enhance its core

competitiveness in the industry; at the same time,this paper can provide a good reference and

guidance for the future work of the author to make proper adjustment and improvement.

Keywords: personal care materials; agents; product segmentation; customer demand;

marketing team; marketing strategy