飘柔（Rejoice）.docVIP

飘柔（Rejoice） Marketing environment analysis 1. macro factors in marketing environment (1) overall economic situation: After the change of the economic situation in 2008, facing the unprecedented challenges brought by the international financial crisis, China launched a new round of macro control at an unprecedented strength. The implementation of an active fiscal policy and a moderately easy monetary policy have delivered a clear signal: expanding domestic demand, maintaining growth and adjusting structural control measures will push Chinas economy out of the woods and into a new stage of development. (2) overall consumption situation: Due to China overall economic strength increased, Chinese peoples income is also rising, the consumption level reached the highest level in history, and a huge and growing population China base rate has a good potential to make their consumption, with the rapid development of economy, the reform and opening up, the consumption outlook is promising! 2, micro factors in marketing environment Chinas shampoo and hair care products are the largest market in the cosmetics industry and even in the daily chemical industry, with the most difficult market competition. With the further regulation of the market order, more grey market will be dominant and market development will be promoted. China is currently the worlds highest production and sales volume of shampoo countries, according to the relevant agencies inferred, 2000 shampoo market size of more than 13 billion yuan, bathing lotion sales of about 2 billion yuan. Show Sofres survey, the main city family average annual purchases Rose Shampoo from 1.4 in 1999 rose to 1.5 liters in 2000, the average annual number of purchases is still flat for 3.9 times, the average purchase amount in 1999 is 370 ml, 381 ml of 2000. The output of Chinas shampoo has reached 250 thousand tons. Attached: Table 5-1 growth of shampoo / conditioner in China (10000 tons per unit) Year 1975 19801985199019951996199719