浅析海飞丝的营销策略_英语论文                       

A Brief Analysis of Head And Shoulders Marketing Strategies  

摘要

洗发水，作为一项日常生活中必不可少的必需品，人们应该都很熟悉。正因为人们对洗发水的广泛需求，它的市场非常广阔，也导致洗发水品牌之间的竞争尤为激烈。仅在中国，就有3000多个洗发水品牌。每过一段时间，就会有一些新品牌如春笋般涌出，与此同时，也会有一些老品牌经不起竞争日趋激烈的洗发水市场的考验，如夕阳一般落下。然而，有几个洗发水品牌始终屹立不倒，把持着洗发水市场的大部分份额。海飞丝就是其中特别耀眼的一个，从它刚开始进入中国市场，就取得了巨大成功，并在随后与其它洗发水品牌的较量中，一直保持着行业的领先地位。这其中有什么秘诀呢？是海飞丝这一洗发水品牌刚好契合中国市场？不，并不完全是。要知道，海飞丝不仅在中国，在其它国家，也同样出色。事实上，海飞丝是一个成功的国际品牌。一个好的国际品牌，必然离不开多元化的营销策略的支持。本文对海飞丝的营销策略进行探究，分析其成功的原因，以及带给同类品牌的启示。

关键词：洗发水  竞争  海飞丝  营销策略

Abstract

Shampoo, as one of the essential necessities of daily life, is the one everyone should be very familiar with. Because of people’s extensive demands for shampoo, its market is very broad. But this also leads to the particularly fierce competition between shampoo brands. In China alone, there are more than 3000 shampoo brands. Every once in a while, there are some new brands gushing. At the same time, there will be some of old brands perish in the increasingly fierce competition in the shampoo market. However, a few shampoo brands always stood and held the majority of the market share. Head and Shoulders is the especially dazzling one. From the beginning it enters the Chinese market, it has achieved great success, and then maintained the leading position in the industry during the competition with other brands for a long time. What is the secret of it? Does the Head and Shoulders shampoo brand just fit Chinese market? No, not exactly. You know, Head and Shoulders is not only popular in China, but also in other countries. In fact, Head and Shoulders is a successful international brand. A good international brand, can not do without the support of a variety of marketing strategies. This thesis researches the marketing strategy of Head and Shoulders, analyzes the reasons for its success, and finds its enlightenment to the same brand.

Key words: shampoo  competition  Head and Shoulders  marketing   strategy

Contents

摘 要 1

Abstract 2

Chapter 1 Introduction 3

Chapter 2 Analysis of advantages of Head And Shoulders marketing strategies 5

2.1 Market research 5

2.2 Accurate positioning 5

2.3 Broad sales channels 6

2.4 Localization strategy 7

Chapter 3 Problems and Solutions 8

3.1 Weak terminal construction 8

3.2 Less investment in campus market 9

3.3 More competitors 9

3.3.1 Similar anti dandruff products 9

3.3.2 Stronger competitor 11

Chapter 4 Enlightenment to local brands 13

4.1 Correct brand positioning 13

4.2 Enriching connotation of brand 13

4.3 Research and development 14

4.4 Functional and emotional benefits 14

Chapter 5 Conclusion 16

Acknowledgments 17

References 18