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论文编号：	8160
作者编号：	2220130045
上传时间：	2016/5/26 16:21:02
中文题目：	利洁时集团杜蕾斯产品在上海便利系统的竞争策略研究
英文题目：	Reckitt Benckiser durex product convenient system of competition strategy research in Shanghai
指导老师：	杨斌
中文关键字：	三大一般性战略，创新和创新管理，公司核心能力
英文关键字：	The three generic strategies，Innovation and management innovation， Company''s core capabilities.
中文摘要：	摘 要杜蕾斯1994年自引进中国大陆市场销售3年多，业绩已接近1亿。上世纪90年代安全套的销售处在半市场化状态，其销售渠道对应只有三块：居委会、妇联和药店。安全套的生产由国家计生委指定的七家乳胶厂掌握，杜蕾斯当时的销售渠道主要在药店。到了90年代末期，在市场日益开放及迫于国内安全套品类的竞争，考虑到英国距中国万里之遥，高昂的货运成本让杜蕾斯无力在市场层面投入更多，于1998年3月与青岛乳胶厂合资的青岛伦敦乳胶公司成立。为精细化运作市场，杜蕾斯需要选择新的代理开拓新区域，曼伦1999年10月有幸获得东北三省的代理权，开始了服务杜蕾斯之旅，当时的现代通路连锁超市、便利店、大卖场在华南和华东已呈蓬勃发展阶段，东北的市场当时还是传统销售渠道的天下。曼伦因出色的业绩呈现逐步拿到其它区域的代理权，根据公司状况，外部市场环境，首先在现代通路发展最早的上海，选择便利系统做出了陈列创新的发展战略，一举扭转了现代通路里杜蕾斯可有可无生存堪忧的局面。本文运用波特的竞争理论的三大一般性战略和营销传播及概念创新的理论，运用创新和创新管理及竞争发展中不断完善的公司核心能力，剖析了有策略性和针对性的与品类其它品牌杰士邦和冈本的竞争，销售占比的不断提升至今天的近50%，仍在不断发展中；及时抓住了这几年飞速兴起的的电子商务业务，为杜蕾斯的快速发展和曼伦的新一轮发展奠定了基础。
英文摘要：	Abstract Durex was introduced to mainland China in 1994, its sales reached to 100 million RMB after 3 years developing. In 90's of 20 th Century ,Condoms’ distribution channels was limited to community service, Women's Federation and pharmacy .And its production was limited to seven state-owned enterprises.Phamacy was the only channel for Durex to sale. In the late 1990 s, Forced by competition in the domestic condoms and the high freight and transport costs, Durex was swamped with Lack of market invests. Finally，Durex Jointed venture with Qingdao Latex Factory named as Qingdao Durex Co. Ltd, London. In order to realize the Company ′ s targets of fine management ,Durex needed to explore new market. Manon luckily got the agency of northeast three provinces, started its service to Durex. During that time, the northeast three provinces is the traditional distributing channels ,While in Eastern China and SouthChina modern retail channels such as hypermarkets, supermarkets and CVS was booming. Because of the excellent sales achievement, Manon got more dealership. Manon Chosen CVS in Shanghai of which is the modern channels first developed as the City to develop the innovative ideas and mode of development. This turned out to be a a remarkable turnaround for Manon in the modern channles . The paper discusses the Durex focued on the development of core capability and the method of targeted the competition with Okamoto and Jissbon with the help of Mac. Porter's competitive theory and theories of integrated marketing communication. Thus the Durex MS continue rise up 50%.which is rising still.In the last few year ，by seizing the opportunity of emerging e-commerce business, Manon established foundation for the rapid development of Durex.
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