好來化工(中山)有限公司營銷策略案例研究.pdf

1、大連理工大學(xué)碩士學(xué)位論文好來化工（中山）有限公司營銷策略案例研究姓名：高峰申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：易學(xué)東20091114好來化工(中山)有限公司營銷策略案例研究TheResearchofMarketingStrategyofHawley&hazelCo，LtdAbstractSince1990s，F(xiàn)astMovingConsumerGoods(FMCG)industry，inparticulartheOralCarep

2、roducts，especiallyToothpasteMarketisbecomeoneofthemostviciouscompetitionareasAfter20yearsofdevelopmentToothpasteMarkethasgraduallymovedfromSOmanydomesticbrandscrowded，evolutiontoCrest，Colgate，Darlie，Zhonghuathefourintern

3、ationalbrandswhichaccountfornearly70％marketshareFreemarketcompetitionhascometoanend，thefourmajorinternationalbrandshascompletelymonopoliedthetoothpastemarketofChinaUndergoingmajorchangesinthemarketenvironmentAsearlyas200

4、1，evenbeforeChinaformallyjoinedtheWTO，thedomesticmarkethasinfactcloselyconnectedwithinternationalstandardsIntowardmarket—orientedprocessl，theleadershipofsupplychainsystemshasshiftfromManufacturers，DistributorstetailersWi

5、thoutanyspecialbackground，withill10years，Hawley&HazelChemicals(Zhongshan)Co，Ltd，itsmarketsharefromlessthan2％rosesharplyupt0145％，salesfrom50millionayeartomorethan2billion，DarliebrandfromtheHnknowntoenterthetopthree，oneoft

6、heleadingbrandsIthasBecameamiracleinFMCGHoweveranumberofseriousproblemshasemerged：(1)nleperformanceinModemTradeandTradationalTradearefacingfiercecompetitioninfluencethebrand’slongtermdevelopment；(2)Hawley&Hazel‘SDistribu

7、torsareincreasinglydecreaseprofits；(3)DarlieisoverrelianceonMTchannel，insufficientattentiontotheTT；(4)TherapidexpansionofH&HenterpriseorganizationalstructuremanagementsystemslagbehindthemarketdevelopmentPositiveorganizat

8、ionalculturebecomemoreandmorebureaucratic，internalcommunicationcostsincreaseFacedwimmanyseriouschallengesHawley&HazelhowtodealwithisanurgentstrategicstrategyInthispaper，thebrand’Smarketsharewillbethekeyfactortoanalizejud

9、geandevaluateit’smarketpositionTheuseofdataandinformationprimarilyfrominternalmaterialsaswellastheNielsenresearchcompanyInthispaper，multiangleinvestigationreachedthefollowingconclusions：(1)MakeHawley&Hazel’Sdevelopmentdi