上海家化品牌战略研究.pdf

的消费群体选择提供建议。 根据前面几章对上海家化竞争环境的分析，在本文的第七章中，利 用 SPACE 矩阵、波士顿矩阵等模型，对上海家化的品牌模式选择、品牌 战略方向选择进行分析。在这些分析的基础上，本文为上海家化提供了 进取型竞争品牌战略和保守型竞争品牌战略两条品牌战略建议。接下来 再利用定量战略计划矩阵对上海家化现行的多品牌战略与本文提供的两 条战略建议进行对比分析，最终确定进取型竞争品牌战略是最符合上海 家化竞争环境和发展远景的品牌战略。最后，本文为上海家化提出了关 于品牌定位的详细建议。 本文的研究是基于对市场信息和消费者消费行为信息的大量收集和 分析，相信所提出的建议对上海家化的品牌发展会有一定的参考价值。 关键词：上海家化，日化，品牌，品牌战略 BRANDING STRATEGY RESEARCH ON SHANGHAI JAHWA ABSTRACT In recent years, China’s household chemicals have experienced rapid development. The household chemicals have attracted many Foreign and Chinese enterprises to set foot in the industry due to its huge potential, high-profit and low entry barriers. And the competition is becoming more and more intense. Because of the homogeneity of products and easy access to technology, the brand has already become the core of the competition. For those household chemical enterprises, how to enhance and publicize the brands and how to make a strong market position for brands have already become key factors in creating competitiveness. Shanghai Jahwa owns a lot of brands. Among these brands, Liushen is a leading brand in its product category; Maxam is a brand looks forward to the rejuvenation which once has been a glorious brand. And still, there are other burgeoning brands represented by Herborist in Jahwa’s brand mix. In this market of competition, Shanghai Jahwa faces not only from those foreign-funded company with strong marketing power such as PG, Unilever, L’Oreal, but also faces numerous small and medium-sized native enterprises. In the era of brand competition, how to formulate and