联系我们

论文查询结果	返回搜索

论文编号：	12570
作者编号：	2320180503
上传时间：	2021/6/16 9:58:23
中文题目：	消费升级和互联网背景下妮维雅护肤品市场营销策略研究
英文题目：	Research on Marketing Strategy of Nivea Skin Care under the Background of Internet and Consumption Upgrade
指导老师：	吴晓云
中文关键字：	妮维雅护肤；营销策略；环境分析；市场细分
英文关键字：	Nivea Skin Care；Marketing Strategy；Environment Analysis；Market Segmentation
中文摘要：	伴随着居民收入水平不断提升，人们对外表形象的追求提高以及核心消费人群结构的变化，我国的护肤品行业在过去几年中持续稳健增长，2017中国护肤品市场规模达到1787亿元，超越日本成为全球第二大护肤品消费市场，2020年我国护肤品市场将超过2000亿元。中国护肤品市场的庞大容量和广阔增长空间，吸引了全球企业入华竞争，使得行业的竞争日趋白热化。护肤品行业具备较低的进入壁垒以及产品、渠道高度同质化的特点，新的产品和商业模式一经出现极易被竞争对手迅速复制，因此企业持续进行产品创新和塑造独特的品牌形象，就显得尤为重要。 妮维雅作为一家德国的百年护肤品牌，于1882年成立于德国汉堡，是全球最大的护肤用品品牌，集团拥有近两万名员工，产品行销100多个国家。1994年妮维雅在华合资建厂登陆中国。为迅速打开中国市场，妮维雅在2001年前后以“男士护肤”为切入点并迅速成为男士市场的领导品牌。凭借优良的产品品质和早已熟稔的“商超+电视广告”的组合营销模式，妮维雅在本世纪的前十年赢得了快速发展。然而，电子商务的异军突起使妮维雅过去所依赖的营销渠道、销售渠道发生了颠覆性的变革；同时，由于妮维雅长期专注于大众基础护肤产品，在消费升级、消费多元化的今天，妮维雅品牌老化和低端化的问题开始凸显。德国企业对产品品质的工匠精神和传统固执的营销方法的矛盾，在妮维雅身上体现的淋漓尽致。 如今的妮维雅要走出被动防守的境地，势必要在品牌升级、渠道再造方面做出一番努力。本文在借助妮维雅京东旗舰店大数据、美妆行业报告、调查问卷和实地考察数据，借助分析和横纵向对比，总结妮维雅目前的发展现状，评估公司当前存在的问题及不足，并针对妮维雅所处护肤行业特点，找到妮维雅在当前竞争环境中所处位置，提出了产品本地化、品牌年轻化、渠道再造的营销策略。旨在通过具体的妮维雅案例分析，为快消品公司在当前消费升级和互联网变革的中国市场进行管理模式创新提供参考。
英文摘要：	With the continuous improvement of residents' income and growing importance of consumers’ personal image , skin care industry has continued to grow steadily in the past few years. In 2017, skin care market revenue reached ￥178.7 billion in China, surpassing Japan to become the second largest skin care market all over the world. It is predicted that the Chinese skin care market will reach ￥200 billion in 2020. The huge capacity and high growth speed of China's skin care market attracted international enterprises to rushed into Chinese market, making the fierce competition in the industry. Since skin care industry has the low entry barriers and high homogeneity of products, new products and business models could be easily coped by competitors. The facts show that it is vital important for enterprises to innovate outstanding products and create unique brand image to win in the competition. As an over 100 years German skin care brand of Beiersdorf company, Nivea was founded in Hamburg in 1882.Today Nivea is the largest skin care brand in the mass market over the world. The company has nearly 20,000 employees and the products has reached to more than 100 countries. In 1994 Nivea came back to Chinese market and set up a joint venture factory in shanghai . Nivea was pioneers in the Men’s beauty and quickly became the leading brand in China. With outstanding product quality and mass TV advertisement, Nivea sales revenue boomed quickly in the first decent of 21th century. However, Nivea has undergone a subversive change in the era of Internet, At the same time, Nivea’s basic product line cannot satisfy consumer’s diversified needs. Today Nivea brand image has been outdated and slipped into low-end competition. The contraction of outstanding product quality and outdated sales strategy is embodied in Nivea incisively. To avoid the negative situation, Nivea must make changes in brand and channel strategy. This paper collects data from questionnaire ,Nivea Jingdong flagship store’s data system and public report of Skin Care industry. Through analysis and comparison, this paper summarizes the company’s current situation and finds out the strengths and weaknesses of Nivea in the environment. Using marketing positioning and marketing segmentation method, Nivea new strategy include product innovation, brand upgrade and channel integration. By the specific case analysis of Nivea, this paper aims to provide a practical reference for FMCG company to win in Chinese market in the context of consuming upgrade background and mobile Internet era .
查看全文：	预览  下载(下载需要进行登录)