漢高洗滌產(chǎn)品在上海市場的營銷戰(zhàn)略研究.pdf

1、 漢高洗滌產(chǎn)品在上海市場的營銷戰(zhàn)略研究 THE MARKETING STRATEGY STUDY OF HENKEL WASHING PRODUCTS IN THE SHANGHAI MARKT 學(xué) 校 ： 上 海 交 通 大 學(xué) 學(xué) 院 ： 安 泰 經(jīng) 濟 與 管 理 學(xué) 院 專 業(yè) ： 工 商 管 理 （ MBA） 作 者 ： 朱 敏 強 導(dǎo) 師 ： 李 乃 和 學(xué) 號 ： 10612

2、02121 1061202121 1061202121 1061202121 班 級 ： Z0612022 Z0612022 Z0612022 Z0612022 答 辯 日 期 ： 2008 年 11 月 2 日 5 THE MARKETING STRATEGY STUDY OF HENKEL WASHING PRODUCTS IN THE SHANGHAI MARKT ABSTRACT Shanghai is a big

3、city with fast economic development and a large population. The retail market is extremely important for all brands of fast moving consumer goods companies. How can a new brand take appropriate marketing strategy and bec

4、ome successful in the competitive market is always a big and very difficult issue for them. We have seen too much unsuccessful cases because of poor marketing strategy. For the long-term and the healthy development of He

5、nkel washing products in Shanghai, this thesis will first focus on the study of the performance of marketing strategy of Henkel detergents in Shanghai markets over the years .And then reconstruct the marketing strategy i

6、n the following several aspects: the new brand strategy, the new sales channel strategy and the new effective brand promotion strategy in the Shanghai market. And at last we will summarize the reasonable proposal for hea