纳爱斯集团市场营销策略研究.pdfVIP

要 市场营销是企业生存和发展的基础，企业必须结合自身特点，把握市场动态， 制定相应的市场营销策略，才能在激烈的市场竞争中求得生存与发展。 日化行业是我国市场化程度较早的产业。在当前日化行业市场竞争日趋激烈 的形势 ，纳爱斯集团作为我国日化行业的龙头企业面临着来自国内海外的巨大 的机遇与挑战。如何面对市场竞争，认清市场形势，发挥自身优势，明晰自身的 营销中的问题与不足，制定相应的营销策略对该企业有重要意义。 本文以纳爱斯公司为研究背景，结合国内日化行业的现状和趋势，通过对纳 爱斯公司的营销环境、内外部资源、市场细分及市场定位的全面介绍，分析了纳 爱斯公司在市场营销上的情况；并且以STP 战略理论和4P 营销理论为指导，针对 纳爱斯公司的具体情况，对其目标市场的产品、价格、渠道、促销、等营销组合 策略提出了建议。试图为纳爱斯公司提供一些比较 观又有一定可操作性的市场 营销策略。但纳爱斯集团有限公司的市场营销策略是一个动态、复杂的系统工程， 其制定和实施还需要进行进一步深入地研究和探索。 关键词：纳爱斯集团 日化行业 营销策略 1 Abstract Market is the basis of the survival and development of an enterprise. In order to guarantee survival and development in the competitive market, the enterprise must establish market-oriented marketing strategy, which integrate the characteristics of the enterprise. The Household Chemical Products industry is one of the earliest industries belonging to the market economy in China. At present, competition is very keen in household chemical products indtustry market. Nice Group Co. ，Ltd. ，which is the largest company of Chinese household chemical products industry market. ，is facing with enormous competitive stress and challenge. How to confront competition ， recognize the situation, develop its own advantage ，clear its own problem and deficiency in marketing ，and to make marketing strategy is very important to this company. The paper uses Nice Group Co. ，Ltd. as the background. Incorpate current situation and trend in the domestic household chemical products industry . With an overall analysis of the marketing environment, interior and exterior resource, marketing segmenting, marketing positioning of Nice Group Co. ，Ltd. as well a