男士化妆品市场分析与产品开发.pdf

男士化妆品市场分析与产品开发 摘 要 近年来，中国化妆品市场的竞争日趋激烈，如何避开竞争，找到新的市场增长 点是广大化妆品企业面临的一个严峻问题，也是他们寻求突破的一个机会。在众多 的市场分割之中，男性化妆品市场是一个最有潜力的市场空白点。笔者站在北京大 宝化妆品有限公司的立场，设计了一套完整的男式化妆品开发设计方案。 笔者通过分析男士化妆品市场现状和潜力，充分证明了大宝细分男士化妆品市 场的意义；在此基础上，结合大宝公司的现状，并根据笔者亲自做的市场调查，设 计出了一套完整的大宝新产品开发方案。该方案不仅详细阐述了新产品开发的种 类、原则、方法、程序以及策略，并且设计出了一套完整的产品系列。新产品系列 包括护肤、护发、剃须用品以及香水四大类11项产品。 这个新产品开发方案对于大宝企业来说具有现实的意义，它可以帮助企业在化 妆品市场整体竞争日趋剧烈的市场条件下，在男用化妆品这一局部市场取得较好的 经济利益。在开发了这个系列之后，大宝的产品系列将更加完善，市场也将更加广 阔。 关键词 男士化妆品, 现状分析, 新产品开发 ： I 男士化妆品市场分析与产品开发 Abstract In recent years, the whole cosmetic market in China is on keen competition. It is a severe problem that how can the cosmetic company avoid the competition and find a new point of market increasing. It is also an opportunity for the companies to stand out of the market. In all of the market dividing, the market of cosmetics for men use is the most potential one. This essay is in the position of the Beijing Sanlu Factory, design an integrated series of proposals which is about the development and planning of the cosmetics for men use. Firstly, the author analyse the present situation and the potentiality of this market ,fully prove the meaning of the market dividing for the company; secondly, combining with the status of the Beijing Sanlu Factory and the questionnaires which is designed by the author ,the author design an integrated series of products. The new series include skin-care, hair-care，shaving-care and fragrance this fore kinds with a total of 11 varieties. This design for new products development has the realistic meaning for the Beijing Sanlu