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论文编号：	7866
作者编号：	2120132518
上传时间：	2015/12/7 23:56:29
中文题目：	纳爱斯洗衣剂产品市场营销渠道研究
英文题目：	Research on Detergents Marketing Channel of Nice
指导老师：	任星耀
中文关键字：	纳爱斯;洗衣剂产品;营销渠道
英文关键字：	Nice; laundry products; marketing channel
中文摘要：	2006-2010五年来，中国洗涤用品主要产品的产量年增长率均在6%以上，2010年总产量首次突破800万吨，其中洗衣粉市场平均年增2.2％，洗衣液平均增长27.2％，且洗衣液有逐渐取代洗衣粉、洗衣皂的趋势，洗衣剂市场的高速增长也使得各日化企业在渠道、促销和产品研发上的竞争仍将进一步加剧。目前，我国洗衣剂市场基本已经形成寡头垄断模式，即形成以宝洁、联合利华为首的外资品牌和以纳爱斯、立白、蓝月亮为主的国内品牌市场。在各大品牌的争夺和竞争环境下，营销渠道成为了日化企业在市场竞争中不可忽视的重要因素。好的营销渠道可以协助企业将有竞争力的产品以最快的速度推广到市场的各个角落，从而为企业带来更多的利润。因此，如何通过渠道创新创造渠道优势成为了许多企业决策者共同关注的问题。 本文对营销渠道的相关理论进行了回顾，对渠道的关系、渠道的功能、渠道的职能等进行了简要的阐述。其次对我国洗衣剂市场尤其是洗衣液产品市场的环境进行了分析，从渠道模式、市场现状、消费行为及需求多个角度进行了分析，并对市场的未来发展趋势进行预测，提出我国洗衣剂产品市场营销渠道的发展之路。 作为我国洗衣剂产品的领导者，纳爱斯公司在我国洗衣剂产品市场保持着高速的增长，且市场份额一直位居前列，在洗衣剂产品的中高端市场更是保持着第一的市场占有率。纳爱斯的成功，得益于其与众不同的营销渠道策略。本文以纳爱斯作为案例，分析该公司在渠道设计、成员管理、渠道控制、渠道激励以及冲突管理五个方面的内容。通过对纳爱斯营销渠道的分析，总结了纳爱斯营销渠道先进有效的管理方法，希望能对行业相关人员有所借鉴。
英文摘要：	From 2006 to 2010， the main Chinese laundry products increased at an average rate of 6% or more every year. In 2010, its total amount firstly broke through 8 million tons, among which laundry powder market increased at a rate of 2.2% and laundry detergent, which tends to instead of laundry powder and laundry soap, increased at 27.2%. Therefore, the rapid development of laundry products enhanced the fiercer competition on marketing channel, promotion, and research among manufacturers. At present, Chinese laundry products’ market has already formed a forum of oligopoly basically, i.e. a market monopolized by foreign brands leaded by Procter & Gamble and Unilever and home brands such as Nice, Liby, Blue Moon. At this competitive atmosphere, Marketing Channel became a quite important strategy to consider for daily chemical enterprises. A good marketing channel can help an enterprise launch the competitive products to market as its fastest rate, which will obtain more profit. Therefore, how to take the advantage of channel innovation becames a common concern for most companys’ policy-makers. This paper retrospects the theories about marketing channel, and briefly elaborates channels’relationship, function, and effect. Then the author analyzes the atomosphere of laundry market and laundry detergent from the perspectives of channel module, market status quo,consuming behavior and needs, forecast market future development tendency, and raises the development route of Chinese laundry marketing channel. As the brand leader and the number one in the mid- and high-end market of Chinese laundry detergent,NICE Group’s products’sales volume has always been listed on the top and rapidly increased. The success of Nice Group is a result of unique marketing channel strategy. This paper takes Nice as an example, analyzes the five factors such as channel design, employee management, channel controlling, channel motivation and conflict management, to conclude its effective management method so as to?provide reference?for peers of the same trade.
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