深圳三九精細化工有限公司拓展日化市場營銷策略研究.pdf

1、復旦大學碩士學位論文深圳三九精細化工有限公司拓展日化市場營銷策略研究姓名：王剛申請學位級別：碩士專業(yè)：工商管理指導教師：呂巍2000.4.1夏量大掌碩竄學位畢業(yè)論文——————————————————————————————————__。Topic：MAKETINOSTRATEGICSTUDYOFSANJIUCHEMICALCO，LTDINEXPLORINGINTODAILYCHEMICALMARKETSummary：ShenzhenS

2、anjiuFineChemicalCO，Ltd(SFCC)，acoreenterpriseofSanjiuEnterpriseGroupwasfoundedin1995Over5yearsitdevelopedintoartentrprisethathascoveredmanyindustriessuchaspackageprinting，machinerymanufacturingandgeneticpharmacy，etcfromt

3、hebasisoffinechemicalindustryPresently，itcanrealizeRMB300mollionofoutputinvalueandoverRMB80millionofprofittaxeseveryyearItnowservesasthemostsuccessfullytransindustrydevelopmentmodelinSanjiuEnterpriseGroup，IttookSanjiuFin

4、eChemicalCo，Ltdlessthan3yearsthatturnedCHIEFthemainbrandofSFCCintotheNo1choiceintheautomobilecareproductmarketinChina，andrealized20miUionofprofitperyearSFCChadinitiallyfinisheditsoriginalcapitalaccumulationAttheendof1997

5、，SFCCdecidedtOenterthedaily—chemicalmarketwhichhasapromisingprospectandtookthehousecare&cleasingseriesasthemainentranceAlthoughthemarketingsituationwasslumpthattime，theproductsonsalewasstillgothighattentionbythewholesale

6、rwithintheareathesalesincomethatyearclimbedtO3millionAtthebeginningof1998，SFCCdecidedtobuildthemarketthroughwholesalinginhopetOpassthelaunchingperiodquickly，butthemarketsituationofdaily—chemicalisquitedifferentfromthatof

7、automobilecareproductBecauseofthemistakesinmakingmarketingstrategyandtacticsthereexitedbigresistanceinthechannelDifferencebetweenmarketingfeedbackandanticipationisbigandtheseasonalproductsresultedinlargeamountsendingback

8、andoverstockinsomedistrictsFacingthechangingsituationanddifferentcharacteristicofthemarket，SFCCadjustedallmarketingtacticsaccordinglyWithemphasisonmaindistrictchoosing、pricing、channeldesigns、advertising、promotion、sales—t