六神浴露发展的营销策略-工商管理专业论文.docxVIP

00M067赵赞 00M067赵赞 六神浴露发展的营销策略 摘要 近年来，中国的化妆品及洗护用品市场发展迅速，在中国消费市场巨大潜力的诱 惑下，许多中外企业纷纷涉足这一行业，由于产品利润率高，进入壁垒较低，使得在 市场上竞争的企业日趋增多，竞争日益激烈。如何让品牌拥有牢固的市场地位，在竞 争中取得有利的位置，是所有洗化行业企业所面临的共同问题。 上海家化是中国最大的化妆品企业，六神是其拥有的著名品牌，在中外企业竞争 激烈的浴露市场上占有最大的市场份额。2001年，上海家化成为中国化妆品行业的 第一家上市公司，对公司的发展带来了机遇和压力。六神浴露作为公司的重要产品和 盈利来源，如何保持已有的市场地位并取得发展，是摆在企业经营者面前的重要课题。 本文通过对洗化行业和浴露市场的分析，并结合企业本身的现状，经过对市场的进一 步细分，提出了新的组合营销策略，以期巩固六神浴露的市场地位，并为企业带来持 久的盈利。 本文希望通过对六神浴露的营销策略研究及分析，能对化妆品及洗护用品企业的 营销策略提供一些借鉴。 关键词：浴露 六神 中国市场 营销策略 00M067赵赞 00M067赵赞 六神浴露发展的营销策略 Abstract In recent decades，China cosmetics market is expanding extremely quicMy．Under such great temptation of the potential consuming market in china，quite a lot China enterprises as well as foreign enterprises get into this line．Benefited from the high margin， enterprises meet fewer barrier on their way of entering，however this leads to the bloody competition in the market due to the quickly increasing number of enterprises in the same line．Now all cosmetics have to face the salTle problem，that is how to let their own brand possess a stable and advanced market position． Shanghai Jahwa is the biggest state—owned cosmetics enterpfise，Liushen，which is one ofJahwa’s famous brands，cuts offthe largest piece ofcake in the bathing liquid market．In 2001，Shanghai Jahwa became the first Chinese cosmetics enterprise entering the stock market，which brought both opportunity and pressure．AS the main sourse of profit and key product，the topic of Liushen how to protect its owned market share and keep developing in the bathing liquid market becomes the priority for the management of Jahwa．This thesis raised some new point ofmarketing strategy through cosmetics market analysis and market segment witll current situation of the enterprise in order to stable the market share of Liushen bathing liquid and bring instant profit． Key Words： bathing liquid Liushen Chinese Ma