田七牙膏营销策略分析(1)(2).docVIP

关于田七牙膏的营销策略分析 摘要：本文主要是讨论在竞争如此激烈的牙膏市场，从现状和问题入手来确定田七牙膏的营销策略。首先是对营销现状环境分析，主要讨论分析消费者的需求和主要品牌例如佳洁士，高露洁，黑人，纳爱斯牙膏的竞争手段，其次根据消费者，竞争者和田七企业的自身情况三方面提出广州奥奇丽集团现阶段发展田七牙膏存在的主要问题，进而从提出的三个方面问题出发找出有利于田七牙膏营销策略选择的调整，改进，和创新性的有效建议，并最终确定未来田七牙膏的营销策略。 关键字：田七牙膏，营销策略，竞争者分析，消费者分析，企业自身状况分析 Title Abstract：This paper is mainly discussed in such fierce competition of toothpaste market, from the current situation and problems to determine tianqi toothpaste marketing strategies. first of all is to analyze the present situation environment, mainly discussing the demands of consumers and main brands competitive means such as crest Colgate, Nice and black ,then according to the consumer ,competitor and tianqi its own enterprising conditions ,putting forward the present development of Guangzhou aoqili corporate and the drawbacks of its producing tianqi toothpaste, And then put forward from these three aspects of problems to find out tianqi toothpaste marketing strategy ,the choice of adjustment and improvement, and innovative effective Suggestions, and finally determine the future marketing strategies of tianqi toothpaste. Key words：tianqi toothpaste marketing strategy analysis of competitor analysis of consumer enterprise its own conditions 目 录 营销现状环境分析 （一）消费者需求分析............................................4 1、消费群体分析................................................4 2、消费区域特征分析............................................4 3、消费者行为分析............................................. 5 消费者市场细分............................................. 5 （二）主要品牌竞争手段分析..................................... 6 1、高露洁..................................................... 6 2、佳洁士.......................................................6 3、黑人......................................................6 4、纳爱斯....................................................7 二、田七牙膏企业存在的问题.......................................7 （一）消费者方面..............................................7 （二）竞争者方面................................