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论文编号：	10896
作者编号：	2220160862
上传时间：	2019/6/12 23:23:22
中文题目：	达克宁品牌市场营销策略研究
英文题目：	Research of Daktarin brand & portfolio marketing strategy
指导老师：	白长虹
中文关键字：	市场营销策略、SWOT分析、STP营销、品牌管理、消费者沟通
英文关键字：	Marketing strategy;SWOT analysis;STP strategy;Brand management;Consumer communication
中文摘要：	摘要 达克宁品牌在中国的推广始于1985年，作为西安杨森多年投资积累的拳头品牌，20多年来一直占据抗脚气市场绝对领先的地位，占有超过50%市场份额。对于消费者而言，达克宁品牌几乎和“治疗脚气”属于一个概念。近年随着国内仿制药的兴起，OTC药品种类越来越多，竞争也越来越激烈；同时消费者媒体消费习惯也在发生转变，传统的大规模电视广告推广的效果逐渐在下降；达克宁为代表的一些老牌OTC产品都出现了增长乏力的问题。这不仅仅是作为一个品牌要持续解决的问题，同时也是作为整个OTC行业所面临的主要挑战。 本文的研究从两个方面展开，一方面是运用竞争优势和竞争战略等理论分析方法以及品牌营销管理中STP营销及4P营销的相关理论，展开对于品牌竞争战略的理论分析。另一方面，运用上述相关理论对达克宁品牌所处的竞争环境状况、未来成长机会进行分析，并给出具体品牌营销实施方案以保证营销策略的落地和执行。本研究既立足于理论工具的梳理与分析，又充分结合了达克宁品牌为代表的OTC行业品牌的现实问题和挑战，一方面解决品牌在市场竞争中遇到的问题，以保证该品牌的持续领先和增长。另一方面为以达克宁为代表的OTC成熟品牌产品周期管理以及在新的市场环境下如何发现机会重获新生，提供借鉴。因而具有重要的理论和现实意义。 本文主要结论：达克宁品牌应围绕成为抗脚气领域专家的品牌定位，充分运用达克宁品牌作为市场上唯一一个具备多剂型多配方的抗脚气品牌，并具有最高品牌知名度的优势，覆盖最为完整的消费者需求。提出了达克宁品牌市场营销策略的具体实施方案。结合达克宁品牌所发现的机会点，如吸引新的品类用户、促进店员联合用药推荐、电商渠道开拓等，制定了具体的落地执行方案。 关键词：市场营销策略；SWOT分析；STP营销；品牌管理；消费者沟通
英文摘要：	Abstract The promotion of Daktarin brand in China began in 1985. As a leading brand in the anti-fungal market for more than 20 years, it has occupied more than 50% of the market share. For consumers, Daktarin and "anti-fungal" are almost same. In recent years, with the rise of OTC generic drugs in China, branded OTC drugs are facing more fierce competition. With the change of consumer media consumption habits, the effect of traditional mass TV advertising promotion is gradually declining. Some branded OTC products represented by Daktarin have appeared the problem of weak growth. This study is carried out from two aspects. On the one hand, theoretical analysis methods such as competitive advantage and competitive strategy, as well as related theories of STP marketing and 4P marketing in brand marketing management, are used to carry out theoretical analysis of brand competitive strategy. On the other hand, using the above-mentioned theories, the paper analyses the competitive environment and future growth opportunities of Daktarin brand, and gives specific brand marketing implementation plans to ensure the implementation of marketing strategies. It solves the problems encountered by the brand in the market competition, so as to ensure the sustained leadership and growth of the brand. And it also has important theoretical and practical significance for OTC mature brand product cycle management represented by Daktarin and how to find opportunities to rebirth in the new market environment. The main conclusions of this paper are as follows: Daktarin brand should focus on the brand positioning of experts in the field of anti-fungal, make full use of Daktarin brand as the only anti-fungal brand with multi-dosage and multi-formula in the market, and have the advantage of the highest brand awareness, covering the most complete consumer needs. The specific implementation plan of Daktarin brand marketing strategy is put forward. Based on the opportunities found by the Daktarin brand, such as attracting new category users, attracting young users, promoting the recommendation of joint drug use by drugstore assistants, and developing e-commerce channels, the specific implementation plan was formulated. Key Words: Marketing Strategy; SWOT analysis; STP strategy; Brand management; Consumer communication
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