JY手帕纸再定位分析.pdfVIP

THE REPOSITIONING RESEARCH OF JY BRAND HANDKERCHIEF TISSUE ABSTRACT Over the past 30 years, China Household Tissue Paper industry ushered in the rapid development. Because new capacity release in 20 14 beyond the rising needs, the market was more competitive, which shows the price war intensified. It was in low-profit status for each company of tissue industry. Obviously branding management is the right way to avoid the trouble. It is so important for tissue brand to segment the market, target the market and have market positioning. Now, many companies in the industry are still relatively superficial about the understanding of consumer needs about handkerchief tissue products. There is a certain blindness when they make strategic planning. They even do not have any data and they do not know how to make it come true. JieYun (hereinafter referred to as JY) brand of Shanghai Orient Champion (hereinafter referred to as DG) Group ,as one of leaders of the East China household paper market , has already achieved a certain market share of paper handkerchief. And its sales growth, profit, market share and other indicators are sluggish recently. It is found that the reason is the weakness of segmentation research and a clear positioning of the brand, which is vague 万方数据 and broad. In the market segments and accelerate competition in the background. It has been difficult to meet the demands of todays target market that the brand stick to one brand positioning in many years while consumers become more individually and the market is more competitive. If you do so, it would have encountered a bottleneck for further development. If