相宜本草的产品组合策略研究.docVIP

相宜本草的产品组合策略研究 摘要 随着我国经济的快速持续发展和人民物质文化生活水平的显著提高，人们对美的追求逐渐提升，化妆品行业生机蓬勃，呈现迅速发展的态势。然而化妆品市场竞争十分激烈，各种品牌不断涌入中国市场,，抢占市场份额。一方面中国的高端化妆品市场被各种国际大品牌占领，人们经济实力的提升常常伴随着阶级意识的增强，因此对高端化妆品的需求也越来越大。另一个方面许多国产老品牌为了打破传统低价的形象，开始推出一些高端的化妆品，以占领更多市场份额。 相宜本草作为国产天然活性化妆品品牌，在化妆品市场如此激烈的情况下，该如何平稳发展，如何在保持市场占有率的情况下谋求市场份额的增长？本文通过调查分析相宜本草产品组合的现状，就其产品线和产品组合长度、宽度等方面存在的一些问题提出合理解决方案，优化其产品组合。 关键词：相宜本草 产品组合 长度 宽度 深度 关联度 产品优化升级 Abstract With the remarkable improvement of Chinas rapid economic development and peoples material, cultural life level, gradually raise the peoples pursuit for beauty, cosmetics industry booming, showing the rapid development of the situation. However, the cosmetics market competition is very fierce, variousbrands continue to pour into China market. On the one hand Chinese high-endcosmetics market is all kinds of international brands to occupy the economic strength of the upgrade, people often accompanied by enhanced class consciousness, the high-end cosmetics demand is also growing. On the other hand, many domestic old brand in order to break the traditional image of cheap,began to introduce a number of high-end cosmetics, to occupy more market share. Affordable herbal medicine as domestic natural active cosmetics brand, in the cosmetics market is so fierce, how to develop steadily, how to seek market share growth to keep the market share of the case? In this paper, through the investigation and analysis of current situation of affordable herbal product portfolio, and put forward reasonable solutions to some problems of its product line and product mix length, width etc., to optimize the product mix. Keywords：INOHERB Product combination Length width Depth Correlation degree Product upgrades 目录 一、研究背景及意义 1 （一）研究背景 1 （二）研究意义 1 二、理论基础 2 （一）产品组合及相关概念 2 （二）产品组合的衡量变量 2 （三）产品组合的影响因素和决策类型 2 三、相宜本草营销环境分析 4 （一）公司简介 4 （二）行业竞争分析 4 （三）消费者分析 7 四、相宜本草产品组合现状分析 7 （一）产品组合长度现状 8 （二）产品组合宽度现状 8 （三）产品组合深度现状 9 （四）产品组合关联度现状 9 五、