汉高洗涤产品在上海市场的营销战略研究.pdf

汉高洗涤产品在上海市场的营销战略研究 摘要 上海是一座区域地位高,经济发展快,人口众多的特大型城市,它的 零售市场对各品牌的大众快速消费品公司而言是必争之地。如何在竞争 激烈的上海市场采取合适的营销战略,打出品牌,站稳脚跟,取得发展是 非常重要也是非常不容易的。我们看到了太多企业因为没有合适的营销 战略而在上海失败的案例。本文对汉高公司洗涤剂产品这几年在上海市 场的营销战略，其中包括它的品牌战略，销售渠道战略和促销推广战略 这三个方面展开深入的研究，分析出目前失败的原因并提出合理化的建 议和新的营销战略方案，希望能为汉高洗涤今后在上海市场的发展规划 出正确的道路。并从中总结一些原理做推广应用,为一些类似的品牌和产 品在上海市场健康的发展提供有现实意义的操作和发展的思路 。 关键词:汉高洗涤产品，上海零售市场,品牌战略，销售渠道战略,促销推 广战略 4 THE MARKETING STRATEGY STUDY OF HENKEL WASHING PRODUCTS IN THE SHANGHAI MARKT ABSTRACT Shanghai is a big city with fast economic development and a large population. The retail market is extremely important for all brands of fast moving consumer goods companies. How can a new brand take appropriate marketing strategy and become successful in the competitive market is always a big and very difficult issue for them. We have seen too much unsuccessful cases because of poor marketing strategy. For the long-term and the healthy development of Henkel washing products in Shanghai, this thesis will first focus on the study of the performance of marketing strategy of Henkel detergents in Shanghai markets over the years .And then reconstruct the marketing strategy in the following several aspects: the new brand strategy, the new sales channel strategy and the new effective brand promotion strategy in the Shanghai