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《飄柔市場營銷中英文分析》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫。
1、RejoiceIntroduction:InOctober1989,asabrandofprocter&gamble's,floatsoftintoChina.For16years,floatsofthasbeentheleadingbrandofChineseshampoomarket,becomeapartoftheChinesewoman'slife."Themostbeautiful,silkyhair"rejoiceinthearticleisdifferentfromwesternconsumers,inthemindoftheChinesewo
2、men,beautifulhairstandardalwayswillbealittledeleterious,smoothandeasytocomb.Trendscomeandgo,butthishasneverchanged.That'salsorejoicefor16years,hasbeencommittedtobringChinesewomen.Challengethesoftlimit,constantlybringpeopleupverysmoothexperience,thatistorejoice.Calminthefaceofpressu
3、re,beconfidentandpolishedlook,willbethebesttoshowyourselfinfrontoftheworld,thisisthewomentorejoice..(1989年10月，作為寶潔旗下的品牌，飄柔進入中國。十六年來，飄柔一直是中國洗發(fā)水市場的領(lǐng)導(dǎo)品牌，成為中國女性生活的一部分?！叭犴樀男惆l(fā)最美麗”飄柔之定位篇與西方消費者不同，在中國女性的心目中，美麗秀發(fā)的標準永遠都是柔柔亮亮，順滑易梳。潮流來來去去，惟獨這點從未改變。這也正是飄柔十六年來一直致力帶給中國女性的。挑戰(zhàn)柔順極限，不斷帶給人們升極的柔順體驗，這就是飄
4、柔。從容面對壓力，保持自信優(yōu)雅的形象，將最美好的自我展示在世界面前，這就是飄柔女性。)Strategicfocusandplan:1、mission:Weareaimatsatisfyingtheconsumers’needoffunctionaldiversityoftheshampooandtakingcareofthepubliclife.2、goals:⑴nonfinancialgoals:①retainitspresentimageashighqualitybutcheapproductsIntheshampoocategoriesinwhichi
5、tcompetes.②addanewproductevery2orthreeyears.③furtherpromoteitspopularityandpenetrance.(滲透率）⑵financialgoals:retain15%shareoftheshampoomarketinthefuture.3、corecompetencyandsustainablecompetitiveadvantage:Lowpricealongwithhighquality,widepopularityandawareness.Situationanalysis:1、SWOT
6、analysis:Strength⑴Thepriceandqualityoftheproductisconsistent.產(chǎn)品價格與質(zhì)量比較吻合，基本做到優(yōu)質(zhì)優(yōu)價。⑵IthasenteredtheChinesemarketforalongtimeandhasalargermarketawarenessandpenetration.進入中國市場的時間較長，具有較大的市場認識度與滲透率。⑶Ithasavarietyofproducts,strongbrandresearchanddevelopmentcapabilitiesanddandruff,smooth,
7、treatmentandotherspecies,sothecustomershavemanychoices.產(chǎn)品種類多，品牌研發(fā)能力強，有去屑、柔順、焗油等種類，顧客選擇多樣性。⑷Rejoice’sadvertisingcampaignispowerful,anditsadvertisingslogan:rejoicethatself-confidence;Thislaunch,static,beautyoneachside;Launch,cardiac,floatsoftaredeeplyrootedintheheartsofthepeople,such
8、asadvertisingformdiversifi
