屈臣氏品牌市场营销剖析.docVIP

目 录 一、公司简介·····························································2 二、价值·································································2 1．顾客群·······························································2 2．品牌定位·····························································3 三、营销组合·····························································4 1． 产品·································································4 2． 设施·································································6 3. 人员·································································7 4．设施································································9 5．价格································································9 6. 渠道································································11 7．推广································································13 四、存在问题···························································15 1．产品与价格的矛盾····················································15 2．产品与渠道的矛盾····················································16 3．顾客群与品牌定位的矛盾··············································16 4．价格与推广的矛盾····················································16 5. 渠道与顾客群的矛盾··················································17 6. 推广与品牌定位的矛盾················································17 五、建设改进···························································17 六、结论·······························································18 屈臣氏品牌市场营销分析 一、公司简介 屈臣氏是和记黄埔有限公司旗下屈臣氏集团之保健及美容品牌，是亚洲最大的保健及美容产 品零售商，业务遍布12个亚洲及欧洲市场，包括中国内地、香港、台湾及澳门、新加坡、泰国、马来西亚、菲律宾、南韩、印度尼西亚、土耳其及乌克兰，经营超过3,200家店铺及超过900家药房。在中国，屈臣氏在200多个城市拥有超过1000家店铺和三千万名会员，是中国目前最大的保健及美容产品零售连锁店。在屈臣氏的产品结构中,涵盖了药品、化妆品、护肤用品等个人护理品以及食品、美容产品和衣饰品，同时为顾客提供个人化的咨询及建议，充分体现了屈臣氏专门集中经营销售个人护理用品的经营特色。屈臣氏在质量与创新方面建立了相当声誉，为顾客奉上令人惊喜不断和物超所值的购物环境，从而赢得顾客高度信赖。 屈臣氏广西大学分店是屈臣氏零售品牌旗下的一家分店。店铺地处西乡塘大学城，周边聚集多所高校，目标顾客群以追求个性、时尚、健康的大学生、年轻上班族及周边小区居民为主。店铺总体色彩明亮，产品分类陈列清晰，满足年轻时尚女性消费者的消费心理需求。我们小组将从屈臣氏广西大学分店作为切入点，对屈臣氏品牌进行市场全面详细的营销分析。 二、价值 顾客群 屈臣氏服务于化妆品行业，着重于个人护理产品。屈臣氏采用集中化目标市场策略，能