【作者】 欧阳胜；

【Author】 Ouyang Sheng (Jishou University, Jishou Hunan 416000)

【机构】 吉首大学；

【摘要】 在国内的洗发水市场上,许多行业都面临着同质化的问题,因而创造顾客是企业营销过程中必须解决的重要课题,而顾客的需求差异是实施差异化营销策略的重点。因此,营造一个与众不同的营销策略,形成差异化优势,是值得考虑的模式。本文在分析洗发水市场的现状下,以"清扬"作为个案,从4P理论的角度来分析清扬的差异化营销策略,对其存在的问题进行了具体阐述并对营销中的问题提出相应的建议,为其营销提供了新的思路。更多还原

【Abstract】 In the domestic shampoo market, many companies are facing a same problem---Homogenization. In their marketing process, a significant task is to find the customer of their own products, to differentiate the needs of their customer, which is extremely important in executing the differentiated marketing strategy. For those homogenized companies, the model of using a unique marketing strategy and differentiate a brand is a strategy that worth considering. In this article, Using the 4P theory to analysis the marketing strategy of CLEAR and to find the current problems in its strategy. Several suggestions have also been made on how to improve its marketing strategy in the future.更多还原