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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2012-11-05编辑:lgg点击率:5748
论文字数:15000论文编号:org201210241333165772语种:英语 English地区:英国价格:$ 44
关键词:product differentiation strategysupplier powerglobal operation
摘要:本文分析了P&G在中国护发品市场使用的差异化战略,以及他们如何试图以这样的产品组合和顾客沟通。 This dissertation investigate the P&G use product differentiation strategy in China hair care market, and how they attempt to communicate with customers with such segmentation and product mix, to evaluate the efficiency of current strategy.
2.1 The literature review of Product Differentiation
“Differentiation is a competitive business strategy whereby firms attempt to gain a competitive advantage by increasing the perceived value of their products and services relative to the perceived value of other firm's products and services”
Along with the development of markets and competition grows, companies need to take strategies that could improve their competitiveness. 'product differentiation' strategy is right one of those strategies to the market share increasing. This concept was proposed by Chamberlin(1933) and become the basic to modern marketing views. And it was agreed that being unique or different is much important to success marketing and competing activities.
3. Research methodology.................................. 17
3.1 RESEARCH PROCESS................................. 17
3.2 PROBLEM FORMULATION .................................18
3.3 HYPOTHESES................................. 19
3.4 RESEARCH DESIGN................................. 20
TYPES OF RESEARCH DESIGN................................. 20
3.5 DATA COLLECTION................................. 21
3.5.1Primary Data: - .................................21
3.5.2 Secondary Data: .................................22
3.6 SAMPLE SIZE AND SELECTION PROCESS................................. 23
3.7 Data Analyse Methodologies .................................24
3.8 LIMITATIONS OF THE PRESENT STUDY .................................25
Data Analysis .................................26
4.1 environment of China and its hair care market .................................26
4.1.1 China economy .................................26
4.1.2 hair care market in China .................................28
4.1.2.1 market value .................................29
4.1.2.2 market volume .................................30
4.1.2.3 market category .................................31
4.1.2.4. Market Share .................................32
4.1.3 five force analyse for China hair care market .................................33
4.1.3.1 buyer power................................. 35
4.1.3.2 supplier power .................................35
4.1.3.3 new entrants .................................36
4.1.3.4 substitutes................................. 36
4.1.3.5 Rivalry................................. 36
4.2 P&G global operation .................................37
Conclusion
During the study and research, i still found some shortage that i need to overcome. Firstly, I do not have enough financial management skills, i can only figure out little information from the financial report, I can not do the deeper analysis through the financial report, such as the future forecasting, or trend calculation. Secondly, I am lack of practical experience, all I leant are 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。