中国洗发水市场终端策略研究

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1、华中科技大学硕士学位论文中国洗发水市场终端策略研究姓名：赵鹏申请学位级别：硕士专业：工商管理导教师：田志龙200604132Abstract2ThispaperistohighlighttheterminalstrategyoftheshampoomarketofChina.Thepaperisadoptingtheoreticandexperientialresearchmethods.Thestructureofthistextisarrangedasfollows:Firstly,thepaperexaminestheconceptandthe

2、oryofterminalsalespromotionbymeansofclassifyinganddefiningtheterminal.Secondly,thepaperstudiestheChineseshampoomarketviareviewingthehistory,analyzingthestatusquoandsummarizingthecharacteristics.Thirdly,thepapersumsupthepracticabilityandlimitationoftheterminalsalespromotionstrat

3、egyfromthecaseofC-BONScorp.Incurrenteconomicenvironmentwithglobalviolentcompetition,theimportanceoftheterminalstrategyhasbeenmoreobvious,somoreandmorefirmshaveinvolvedthecontestoftheterminal.Onlyiftheywinthisgame,theywillacquirethecontroloftheindustry,especiallyintheChinesesham

4、poomarket.Inthefiercecompetitionoftheshampoomarket,moreandmorefirmsregardtheterminalasprimarytaskandinvestalotofmoneyforterminalbuilding.Itisobviouslythattheterminalisthekeyofthesaleslinkforitismorelikethefinalkickinfrontofthedoorinafootballmatch.Butsincemoreandmorefirmshaveinv

5、olvedintothecompetition,theexpensesoftheterminalhavebeenbeyondtheirburdens.Atthesametime,thehomogeneityofterminalhasemerged.Itsattractiontoconsumershasdecreased.ThispaperinvestigatestheC-BONS'successandlossoftheterminalstrategyandconcludestheterminalisasystematicworkwhichinclud

6、estheproducts'brandformatting,thefirms'culturecultivatingandthemarketingbuilding.Inthisrespect,theauthortriestoprovideanotheraspectontheterminalforthefirmsinChineseshampooindustry.Keywords:TerminalShampoomarketMarketingstrategy21.1引言随着市场经济的发展、市场竞争的不断加剧，终端的重要性日益突出，各厂家对终端的争夺更为激烈。

7、只有控制了终端，才能控制市场的主动权。如果不重视终端建设，没有把握终端的能力，就不可能真正赢得市场，就不可能真正树立品牌。在中国快速发展的洗发水市场，终端竞争尤为激烈，尤其随着众多超级终端在国内的兴起，越来越多的厂家把控制终端作为企业营销的首要任务，针对大卖场，连锁超市，不断投入高额的费用进行终端建设：扩大陈列面、加强卖场的广告宣传、派驻导购人员推介、频繁地开展各种促销活动等。一时间，洗发水市场终端竞争硝烟弥漫。毫无疑问，作为企业销售的“临门一脚”，终端是产品销售最重要的环节，然而，随着越来越多的洗发水厂家加入到终端的竞争中来，终端的费用也在不断地大

8、幅提升，许多企业已不堪重负，而终端营销的同质化现象也日趋严重，消费者对终端促销也日趋理性，终端促销的效果在不