上海地區(qū)除異味劑香味劑產(chǎn)品市場(chǎng)研究報(bào)告(已修改)
2025-05-26 00:01 本頁(yè)面
【正文】 ：2004上海地區(qū)除異味劑/香味劑產(chǎn)品市場(chǎng)研究報(bào)告 上海工程技術(shù)大學(xué)廣告系目錄 Catalogue摘要 提案要點(diǎn)~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~2Summary Important points of presentation前言 相關(guān)說(shuō)明~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~3Foreword Related elucidation抽樣方案說(shuō)明Sampling project elucidation 訪問(wèn)方法說(shuō)明interview method elucidation統(tǒng)計(jì)方法說(shuō)明 Statistics method elucidation 進(jìn)度安排說(shuō)明Degree of progress arrangement elucidation數(shù)據(jù)說(shuō)明Data elucidation第一部分 行業(yè)綜述~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~6The first part Professions overview 市場(chǎng)概況General situation of marketing 主競(jìng)品牌Main opponent第二部分 消費(fèi)行為分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~12The second part Consumes behavior analysis~ 上海市場(chǎng)消費(fèi)概況The general situation of Shanghai market consumes 消費(fèi)者消費(fèi)行為描述The personal consumer’s behavior describes 消費(fèi)單位消費(fèi)行為描述The unit consumer’s behavior describes第三部分 銷(xiāo)售通路與終端分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~20The third part Sale thoroughfare and terminal analysis 消費(fèi)者消費(fèi)渠道The outlet of personal consumer 消費(fèi)單位產(chǎn)品來(lái)源The unit consumer’s product source第四部分 廣告與促銷(xiāo)分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~21 The fourth part advertising and promotion analysis 廣告主題The topic of advertisement 廣告創(chuàng)意元素 The creativity element of advertisement 廣告風(fēng)格The style of advertisement 促銷(xiāo)手段The means of promotion第五部分 SWOT分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~25The fifth part Analysis about SWOT Strength強(qiáng)勢(shì) Weakness弱勢(shì) Opportunity機(jī)會(huì) Threat威脅第六部分 我們的建議~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~26The sixth part Our suggestion Product 產(chǎn)品 Price定價(jià) Place通路 Promotion推廣附錄 問(wèn)卷及其他Appendix questionnaires and others 消費(fèi)者調(diào)查問(wèn)卷 The consumer investigation questionnaire 消費(fèi)單位電話調(diào)查問(wèn)卷The unit telephone investigation questionnaire 原始數(shù)據(jù)庫(kù)（見(jiàn)光盤(pán)）Primitive database( see the pact disc) 報(bào)告摘要Report summary除異味劑/香味劑是日化類(lèi)快速消費(fèi)品中相對(duì)年輕的產(chǎn)品品類(lèi)。使用者主要包括普通消費(fèi)者和服務(wù)性消費(fèi)單位。近年來(lái)，消費(fèi)者市場(chǎng)發(fā)展迅猛，潛力巨大。全國(guó)市場(chǎng)的年消費(fèi)金額約為5O億元人民幣，上海市場(chǎng)占到全國(guó)市場(chǎng)的1/8，從消費(fèi)潛力上看，上海市場(chǎng)的總消費(fèi)金額可以達(dá)到現(xiàn)有的23倍，即1218億元人民幣。消費(fèi)單位市場(chǎng)穩(wěn)步增長(zhǎng)。上海市場(chǎng)雖相對(duì)成熟，不過(guò)總的看來(lái)仍處于自由競(jìng)爭(zhēng)狀態(tài)。已有超過(guò)20個(gè)品牌在市場(chǎng)上爭(zhēng)奪份額，但真正的市場(chǎng)領(lǐng)袖并未出現(xiàn)，消費(fèi)者的品牌忠誠(chéng)也尚未形成。值得關(guān)注的主要競(jìng)爭(zhēng)品牌包括：上海莊臣的佳麗、小林日化的爽花蕾、香居源、江蘇凱達(dá)的凱達(dá)等。消費(fèi)者與消費(fèi)單位均已初步形成一定的消費(fèi)習(xí)慣，特別是消費(fèi)者，其品類(lèi)選擇、價(jià)格取向、購(gòu)買(mǎi)使用習(xí)慣、產(chǎn)品特征偏好等都呈現(xiàn)個(gè)性化傾向。綜合看來(lái)，消費(fèi)者對(duì)此類(lèi)產(chǎn)品還有許多期望，如提高產(chǎn)品的安全性、穩(wěn)定性和環(huán)保性，拓展產(chǎn)品的類(lèi)別和檔次，改善產(chǎn)品的外觀設(shè)計(jì)和包裝選材等等。消費(fèi)者有不滿意，生產(chǎn)企業(yè)就有新的空間。針對(duì)現(xiàn)有的市場(chǎng)態(tài)勢(shì)，報(bào)告也為市場(chǎng)的新加入者提供了一些建議。This kind of product bee the day turns a product for the fast consumer goods inside is opposite and young category. The user primarily includes the mon consumer and the enterprise unit with the service. In the recent years, the development of the consumer market increases rapidly and the potential is very large. The year of the national market consumes the amount of money is nearly 5 billion RMB. The market of Shanghai occupies the national market of 1/8. Seen from the consume of the potential, the total consumption amount of money of the market of Shanghai can attain current 23 times, just about 1218 billion RMB. The unit market increases steadily.Though the market of Shanghai is opposite mature, it still remains the free petition appearance. There has been fighting the quota on the market for over 20 brands, but the real leader of the market still hasn’t disappeared and the brand loyalty of the consumer also hasn’t formed.The main petition brand that should be paid attention to includes: Glade、爽花蕾、香居源、凱達(dá)and so on. The consumer and the enterprise both have formed the first step of the consumption habit. Especially for the consumers, their choice to the category, price mindset, purchase to their usage habit and product characteristic hobby etc. presents the character tendency. In a word, consumers still have lots of expectation to this kind of products, for example the improvement of the safety of the product、the stability with the environmental protection、expanding the category of the product with the file time、the improvement of the external appearance design of the product and the packing chooses the material etc. If the consumers have dissatisfied with the products, the business
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