纳爱斯洗涤产品差异化营销策略研究毕业论文可编辑.doc

纳爱斯洗涤产品差异化营销策略研究毕业论文 摘 要 近年来,有数百家企业的日化洗涤行业竞争激烈,既有外资500强的宝洁、利华,也有国营背景的上市企业南风集团、白猫集团,还有发展势头良好的民营企业立白、传化等。但行业内另有一家优秀企业浙江纳爱斯集团公司,在短短十年间即从一个地方国营小厂发展到年产值50亿元的行业霸主,创造了业内一个奇迹,这其实有很多原因,本文认为,其成功的主要原因是该公司在行业内抢先采用差异化战略,从而使肥皂、洗衣粉均成为行业第一,进而树立起强大的竞争优势。 本文结构设置是:第一部分对竞争战略理论进行了综述和概括,重点对差异化战略进行了分析和阐述;第二部分简述该公司的背景及发展历史;第三部分为本文的重点,分析和论述纳爱斯是如何成功地利用竞争战略理论,尤其是差异化战略理论来大力推动公司的发展;第四部分在上述分析的基础上,指出高速发展中的纳爱斯面临的问题和障碍,并进而提出纳爱斯的发展战略要进行调整和优化其思路。 关键词:洗涤行业;纳爱斯;差异化营销 Abstract In recent years, several hundred enterprises for washing industry competition is intense, daily both foreign 500pg, jewels, also have the state-run background listed enterprise south wind group, white group, have good development situation of private enterprises made white, transfer etc. But otherwise a excellent enterprise in the industry of Zhejiang province, on Nice company, in just 10 years from a place that state-run small factory development to a $5 billion industry output, created the overlord a miracle, this actually have many causes, this paper thinks its success is the main cause of the company in the industry by differentiation strategy took, which makes soap and detergent, and are as an industry first establish strong competitive advantage This paper structure setup is: the first part of competitive strategy are reviewed and summarized theory, focus on the differentiation strategy are analyzed and expounded; The second part of the paper briefly introduces the background and development history of the company; The third part is the this article analyses and discusses the key, how is love, successfully using the competition strategy theory, especially the differentiation strategy theory to promote the development of the company; The fourth part in the above analysis, and points out that the basis of high-speed development, on the facing problems and love, and then puts forward obstacles on the development strategy of love, should undertake adjustment and optimization and its optimization of t