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论文编号：	5921
作者编号：	2220081010
上传时间：	2013/12/6 15:38:43
中文题目：	快速消费品LX品牌营销策略研究
英文题目：	Study on LX brand marketing strategy of fast moving consumer goods
指导老师：	白长虹
中文关键字：	洗发水;品牌;品牌资产;品牌营销
英文关键字：	shampoo; brand;,brand equity;brand marketing
中文摘要：	进入21世纪以来,中国巨大的快速消费品市场规模和潜在增长空间大量吸引全球知名企业进驻中国日化用品领域,以此为代表的中国洗发水产品市场竞争更是日趋激烈。由于产品同质化日趋严重，品牌间的竞争已经从功能、包装、个性化、广告等方面逐步转向品牌忠诚度的建设和品牌资产维护和挖掘上。随着几大国际知名日化品牌相继进驻中国，经过25年的发展，市场竞争态势逐渐固化，宝洁一家独大，强者恒强，二线品牌已经形成较为固定的几大品牌，因此，在这个机遇与挑战并存的市场，洗发产品的品牌营销策略决定着消费者的消费行为和最终的市场份额的分配格局。 本文所论述的LX品牌为L日化用品公司在中国投放的洗发产品之一，论文在回顾了相关品牌营销理论的基础上，结合LX品牌目前的品牌营销现状，运用PEST分析法发现行业特点和行业现状,然后运用市场细分法等战略分析方法，发现LX品牌在品牌营销中的战略定位始终不清，导致最终用户的品牌印象失焦，战略定位的不足直接影响到产品推广困难和在市场定位中陷入误区。通过LX品牌营销现状结合SWOT分析法找到LX品牌营销的问题，找到问题成因，帮助LX品牌在不断变化的市场中找准战略定位和品牌定位的关键，最后根据分析结果给出适合LX品牌发展的市场定位和战略定位目标，为L公司的LX洗发水品牌的品牌营销战略实施提出了建设性的意见和建议。 对于洗发水市场，由于新概念、新技术层出不穷，采用传统的单纯依靠技术优势加渠道促销战略很难奏效，好不容易建立的品牌忠诚度一夕之间可能就会被新品牌打破，因此，本文旨在运用品牌营销的相关理论，分析LX品牌在品牌营销中存在的问题，对其品牌建设和品牌营销手段提出构想和建议，希望能提供一个新思路作为品牌发展的建议，同时也为相似的日化企业的品牌建设提供一个参考，从中得到有益的启发。
英文摘要：	Since the 21st century, China's huge scale and potential cosmetic market consumption growth space of global well-known enterprises in the area of supplies, as a representative of Chinese shampoo product market competition is increasingly fierce. Due to the increasingly serious product homogeneity, brand competition has from the aspects of function, packing, personalization, advertising and so on gradually turned to the construction of brand loyalty and brand equity on maintenance and mining. With several big famous international cosmetic brands are stationed in China, after 25 years of development, the market competition gradually solidified, p&g dominance, the strong stronger, second-tier brands had formed a relatively fixed a few big brands, therefore, in this both opportunities and challenges of the market, wash hair product brand marketing strategy decides the consumption behavior of consumers and the final pattern of market share in the distribution. This article expounds the LX brand for the chemical products company L in China on the product, one of the paper on the basis of reviewed the related theory of brand marketing, combined with the present situation of brand marketing, LX brand features using PEST analysis found that industry and the status quo of the industry, and then USES the law of market segmentation strategy analysis methods, such as, found that LX in the brand marketing strategy of brand positioning is always not clear, lead to the end user's brand image out-of-focus, the lack of strategic positioning directly affect the product promotion difficulties and misguided in market positioning. Through LX brand marketing present situation combined with SWOT analysis method to find LX brand marketing problem, find the problem, help LX brand in a constantly changing market find the key of strategic positioning and brand positioning, according to the analysis results are given for LX brand market positioning and strategic orientation of the development of goals, LX shampoo brand for L company brand marketing strategy implementation of constructive opinions and Suggestions are put forward. For shampoo market, because of new concepts, new technology emerge in endlessly, the use of the traditional pure rely on technical superiority and channel sales promotion strategy worked very hard, very not easy to build brand loyalty suddenly may be broken by a new brand, therefore, the purpose of this paper is to apply the theory of brand marketing, analysis of problems existing in the LX brand in brand marketing, the brand building and brand marketing ideas and Suggestions are put forward, hope to provide Suggestions for the development of a new way of thinking as a brand, as well as similar chemical enterprise brand construction to provide a reference, get the beneficial inspiration.
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