U公司洗发护发类产品品牌定位研究分析

论文摘要

随着中国经济的快速增长与消费市场迅速扩大,国内外洗发护发产品的飞速发展,并且随着人们对生活品质的要求逐渐增大,以及消费习惯的养成,洗发护发产品行业逐步进入竞争白热化状态。面对着市场的饱和和竞争的加剧,越来越多的公司意识到市场竞争最终将是品牌的竞争,品牌竞争的主要内容还是争取最大多数消费者。作为洗发护发产品品类市场第二大供应商的联合利华,既受到市场地位第一的宝洁公司的挤压,又受到其他竞争厂商的追赶,大有市场份额被侵占的威胁,在保卫原有市场份额的基础上进一步争取更多的消费者,成为发展战略的最重要的一部分。在这个巨大的消费市场里,市场细分已经相当成熟,因此研究如何合理地细分市场、不同目标消费群的品牌偏好,以及品牌偏好背后的构成因素,对于联合利华的品牌定位以及抢夺市场份额具有重要意义。本文利用科学的问卷设计及调查,获得消费者数据,结合营销工程的聚类分析对目前洗发护发市场进行细分,再使用感觉图谱评估每个细分市场的特性,结合联合利华的实际情况及其品牌实际定位进行分析。本文研究共分三个部分,第一部分主要介绍研究背景,第二部分通过研究消费者调研数据,运用聚类分析将消费者分为三个细分市场。第三部分是针对细分三个市场,分析该消费群组对十一个主要品牌的七大属性的感知及偏好评分,并由此绘得感觉图谱-偏好图谱。

论文目录

• 摘要
• ABSTRACT
• Chapter1 Introduction
• 1.1 Research background and meaning
• 1.2 Research method and structure
• Chapter2 Hair Care market environment in China
• 2.1 Introduction of Hair Care product
• 2.1.1 Definition and segmentation of Hair Care category
• 2.1.2 History of Hair Care product industry
• 2.2 Market scope analysis
• 2.3 Competition analysis of Hair care products industry
• 2.3.1 Current market competition
• 2.3.2 Key market players
• 2.4 Market development trend
• 2.5 Channel analysis
• Chapter3 Unilever and Hair care brands introduction
• 3.1 Unilever introduction
• 3.2 Hair care brands - Lux, Hazeline and Clear
• Chapter4 Questionnaire design and implementation
• 4.1 Objective of the survey
• 4.2 The selection of research target consumers
• 4.3 Attributes about hair care products
• 4.4 Questionnaire design and implementation
• 4.4.1 Two phases of questionnaire
• 4.4.2 Design of the questionnaire
• 4.5 Survey implementation
• Chapter5 Market segmentation and positioning
• 5.1 The meaning of market segmentation
• 5.1.1 The definition of market segmentation
• 5.1.2 The basic knowledge of market segmentation
• 5.2 The way of segmentation and analysis of survey results
• 5.2.1 Analysis of the situation of the respondents
• 5.2.2 Data simplifying
• 5.2.3 Cluster analysis
• 5.3 The process of market segmentation
• 5.3.1 Identify segment factors
• 5.3.2 Market segmentation with cluster analysis
• 5.3.3 Market segmentation characters and potential consumption evaluation
• 5.4 Positioning method and theory （perceptual-map and perceptual-preference map）
• 5.4.1 The meaning of Joint space map
• 5.5 Perceptual-map and perceptual-preference map of Unilever Hair care brands
• 5.6 Positioning of Unilever Hair care brands
• 5.7 Conclusion
• Chapter6 Summary and Suggestion
• 6.1 Research limitation
• 6.1.1 Research experience
• 6.1.2 Research limitation
• 6.2 Summary and future
• Reference
• Appendix
• Acknowledgement
• The Directory of the Article Published during MBA