On the Marketing Strategy of Chain Enterprises

Paper: Talk about the marketing strategy of large supermarket chains in China.

If the model paper (similar) of the project report needs to be modified or deleted, it is only for providing the model paper.

Research on marketing strategy. The report is divided into two parts. The first part is the background, significance and method of the research, which mainly expounds the background of this paper, the theoretical and practical significance of the research, the problem analysis, the technical route and the research structure; The second part is an overview of the paper, including the titles of each chapter.

Topic: Research on Marketing Strategy of Household Washing Products-Research Background, Significance and Methods Household washing products include shampoo, shower gel, soap, toothpaste and other human care cleaning products, as well as washing powder, detergent and other non-human care cleaning products. Although the uses of these products are very different, from the marketing point of view, there are many similarities: the marketing characteristics of products are similar, the target market is similar, and the consumer psychology is similar. The channels are similar, the promotion methods are similar, and so on. Therefore, we can study and discuss the marketing strategies of these products as a group. For daily washing products, it belongs to fast-moving consumer goods and experiential consumer goods. Compared with ordinary consumer goods, the application of marketing ideas and strategy practice is more prominent.

At present, although the domestic daily washing products market is in a competitive situation, the foreign enterprise corps represented by Procter & Gamble and Shiseido in Japan has formed an overwhelming advantage. Then, in an industry where the barriers to entry such as technology, capital and scale advantages are not obvious, why can't China enterprises take advantage of their familiarity with the local market to seek a breakthrough in product marketing? Strengthen yourself and compete with foreign companies. What is the main gap between China enterprises and multinational giants in marketing strategy? How to make better use of marketing strategy in this industry? These problems deserve our consideration and study. I am very interested in the application of marketing strategy in this industry, and understand the problems existing in the marketing practice of domestic daily washing products enterprises. Inspired by my tutor Professor Shi Youchun, I chose "Research on Marketing Strategy of Daily Washing Products" as my master's thesis. First, through the research and discussion on the marketing strategy of daily washing products in this specific industry, we can enhance our understanding of the marketing law of this industry, make up for the blank in the field of marketing research, and enrich the marketing law of this industry. Secondly, through a large number of empirical investigations, we can understand the excellent brand operation, rigorous research methods, innovative marketing ideas and meticulous distribution management of multinational giants such as Procter & Gamble, which is known as the West Point Military Academy in the marketing field, and summarize the successful experience of marketing strategies in this industry. Thirdly, by learning the successful experience of these multinational companies, we can provide practical and theoretical guidance for China enterprises to enter and expand the industry. The experience of success or failure summarized from it can even provide general rules for enterprises engaged in the production and marketing of non-daily washing products. In addition, the thinking mode and design method embodied in the marketing theory and strategy design process involved in this paper will help enterprises how to effectively carry out marketing management and how to conduct industry analysis. Consumer behavior analysis and competitor research have a strong practical guiding role in the design of marketing strategy. In order to facilitate discussion and research, this paper divides the topic into three major topics and a series of sub-topics.

Question: 1. What is this? The basic situation of daily detergent products, industries and markets was summarized.

It can be further decomposed into: 1, the definition and classification of detergent products, although there are some ready-made classification standards according to the characteristics of products, here we mainly classify and describe them according to the characteristics of marketing; 2. What is the competitive situation of the daily detergent industry, including brand concentration and brand competitive position; 3. Describe the marketing strategies mainly adopted by different enterprises in this industry.

Second, why, is to use marketing theory to explain why the current marketing situation of daily chemical cleaning products industry is like this. Are there any general rules to follow? If so, what is the same?

Yes, this problem can be further decomposed into: 1. According to the basic principles of marketing and the basic characteristics of chemical industry, the possible characteristics of marketing in chemical industry, such as production characteristics and market demand characteristics, are analyzed. 2. Make a causal analysis of what it is and the possible marketing characteristics of the industry according to the empirical research results; 3. The basic conclusion based on marketing theory and empirical materials, that is, why the brand concentration of this product is like this, why the market competitive position of this brand is like this and so on. 3. What should it be, that is, to guide the practice of enterprises with basic conclusions? This paper will focus on what domestic enterprises should take.

The problems can be divided into: 1, advantages and disadvantages of major domestic enterprises and resource analysis; 2. Describe the current brand awareness and competitive position of these enterprises, as well as the experience summary of success and failure; 3. Should

What kind of marketing strategy should be chosen, such as market, product positioning, advertising strategy, etc.

Aiming at this series of problems, this paper will study the marketing strategy of daily washing products. In theoretical preparation, it is necessary to integrate various marketing theories and involve many disciplines such as economics, management, psychology, behavioral science, etc., and systematically analyze and discuss the marketing problems of daily washing products industry, which requires strong academic nature. Secondly, it will need a lot of empirical research and collect detailed information.

Abundant information, including: macro-development information of the industry, information of various enterprises, articles related to various newspapers and magazines, sales of major supermarkets and department stores, etc. , need literature retrieval, investigation, case analysis, interview, causal analysis, logical analysis, induction and deduction, etc. The emphasis and difficulty of this paper will be reflected in two parts: why and what. Of course, due to the wide variety of products and enterprises involved in this industry, it is impossible to do detailed research in the length of a paper. Only a few representative products and enterprises are selected here for in-depth discussion and research. Similarly, it is impossible for us to study all aspects of marketing in the length of a paper. In the process of further data collection, collation and analysis, we will find out some factors that have the greatest influence on the market competition in this industry.

The technical route of this paper is as follows: theoretical preparation, empirical research, literature retrieval analysis and summary, investigation and interview, case study, experimental method and other causal analysis, logical analysis, induction and deduction, classification research, synthesis and so on. What should be product classification? The summary analysis of competitive strategy, causal analysis of possible characteristics, conclusion, strategic suggestion, experience summary and analysis of advantages and disadvantages are the basic conclusions.

The research structure of this paper is as follows: The outline of the second paper is introduced.

1 Basic situation of household detergent products and industry

1. 1 Definition and classification of household detergent products

1.2 Industry Status and Development Trend at Home and Abroad

2. Basic market situation of daily detergent products

2. 1 Summary of market situation of household washing products

2.2 Marketing situation of major multinational enterprises

2.3 Marketing situation of major domestic enterprises

3. Marketing strategy analysis of household detergent products

3. 1 Overview of basic marketing principles

3.2 Basic analysis of the characteristics of daily chemical products industry

3.3 Analysis of key marketing factors in household washing products industry