蓝月亮洁厕精的市场调查分析及对策.doc

广东金融学院 2008-JX16- 本科毕业论文（设计） 蓝月亮洁厕精的市场调查分析及对策 ----来自广州市场的实证分析 摘 要 当中国加入WTO以后，中国市场的品牌竞争便愈发激烈。笔者将目光聚焦到家用日化产品的竞争市场上。可以看到，仅是一家超市，以广州市越秀区中山六路的百佳超市为例，就有10种不同品牌的家用洁厕精在销售。当然，每一个品牌的洁厕精当中又有少则2款、多则5款的不同功能产品。因此，可以断定，无论是家用日化产品，还是其他的商品，其品牌的竞争已经进入白热化阶段。每一品牌都正在努力地攻占市场，希望分得市场的一杯羹。在大做宣传、促销、抢占超市展位和大力拓展产品宽度的同时，企业们还有什么措施可以使自身的产品立于不败之地，甚至于成为市场的领跑者呢？这就是本文的调查目的。通过对5个超市和50位消费者的调查，得出了相关洁厕精市场的调查结论和分析，并通过结论得出了应对对策。 关键词：洁厕精；品牌竞争；调查报告；蓝月亮 Abstract After China joined the WTO, Chinese marketplace brand competition is just more fierce.The sight is focused on a competitive market of family cleansing product.It is well known, just in one supermarket, there are over ten different brands of family cleansing product. All of them are on sale. Each brand at least has 2 different designs and 5 different functions.No matter the home use date product, or the other commodities, its brand competition already entered the superheating competition. Each brand all diligently is attacking and occupying the market, and hope to get more consumers. Therefore, they try their best to do more promotion, makes more advertisement, and do more research to enlarge the saleroom. Besides that, what is more? How to be the leader brand in this competitive market? This is this article investigation goal. The answer will be given after read the investigations which comes form 5 supermarkets and 50 consumers. Key words：family cleansing product；Brand competition；Survey；Bluemoon 目 录 一、引言………………………………………………………………………1 (一)选题背景…………………………………………………………………1 1. 由家用洁厕精引发的思考 …………………………………………… 1 2. 本市场调查的介绍 ……………………………………………………1 (二)选题意义…………………………………………………………………1 (三)研究思路和方法…………………………………………………………2 1. 调查的时间…………………………………………………………2 2. 调查的地点及对象………………………………………………………2 3. 调查的方式…………………………………………………………3 二、我国家用洁厕精市场发展现状及存在的问题 …………………3 (一) 我国家用洗涤品市场发展现状 ………………………………………3 (二) 我国家用洗涤品市场发展存在的问题… ……………………………4 1.品牌形象不够清晰…………………………………………………………4 2.市场并购加剧，产业集群区域趋势明显…………………………………4 3.营销通路需要创新…………………………………………………………5 (三)我国家用洁厕精市场的现状………………