一按灵营销策略.docx

市场营销课程大作业结题报告学院：经济与管理学院班级：信息管理与信息系统小组：“不按也灵”小组报告人：郝论语指导教师：熊国钺市场营销小组大作业报告不按也灵小组引言年来，我国牙膏行业通过实施生产许可证制度，完善标准体系，加大创新力度，使产品的安全性有了大幅提高，质量、功效和感观指标已达到较高水平，完全可以和国际一流产品媲美，竞争力日趋增强。我国牙膏行业已经从充分竞争阶段过渡到垄断竞争阶段，并出现了差异化经营、品牌培育等不同的发展模式。　　2014年，我国牙膏行业市场规模为400亿元。现在中国牙膏市场份额大体被4类产品分割：一是“高露洁”等外资、合资品牌，二是像“云南白药”这样的著名民族品牌，三是中小企业的产品，四是一部分假冒伪劣产品。外资、合资品牌无论是销售额、市场占有率还是美誉度方面，在中国市场均取得了明显优势，国产牙膏处于整体的弱势。但随着本土品牌的产品创新力度加大和销售渠道的逐步完善，以及国内本土品牌在中草药牙膏和功效性牙膏等细分市场的突破，国产牙膏的市场占有率将会进一步扩大。这种外资品牌占有绝大多数市场份额的竞争格局有望得到改变。据中国产业调研网发布的2015年中国牙膏市场现状调查与未来发展前景趋势报告显示，目前全国牙膏购买的普及率已经达到了较高的水平，牙膏已经融入进了人们的日常生活，成为我国居民的稳定的生活支出，随着人们生活水平的提高，以及加强爱牙洁牙的宣传和引导，我国牙膏购买的普及率将会进一步提高。另外一个方面，消费者对牙膏的需求已经高度多样化，市场划分已经初步完成，但是唯有高端市场尚未饱和，并且前景广阔，所以我小组拟定设计推出一款全新的，定位于高端人群和新潮消费者的牙膏产品。并对此策划进行论述和理论分析。目录背景介绍·································································31.1 小组介绍·····························································3 1.1.1 小组成员·························································3 1.1.2 小组思路·························································4 1.2 环境分析·····························································4 1.2.1 微观环境分析·····················································4 1.2.2 宏观环境分析·····················································4二、市场定位·································································5 2.1 产品介绍·····························································5 2.1.1 产品核心·························································5 2.1.2 产品包装·························································5 2.2 SWOT分析···························································6 2.3 目标市场STP战略·····················································6三、品牌策划·································································73.1 4P分析······························································73.2 传播策略广告策划···················································8 3.2.1 策划思路·························································8 3.2.2 广告文案··············································