A Study On The Terminal Strategy Of The Shampoo Market Of China

This paper is to highlight the terminal strategy of the shampoo market of China. The paper is adopting theoretic and experiential research methods. The structure of this text is arranged as follows: Firstly, the paper examines the concept and theory of terminal sales promotion by means of classifying and defining the terminal. Secondly, the paper studies the Chinese shampoo market via reviewing the history, analyzing the status quo and summarizing the characteristics. Thirdly, the paper sums up the practicability and limitation of the terminal sales promotion strategy from the case of C-BONS corp.In current economic environment with global violent competition, the importance of the terminal strategy has been more obvious, so more and more firms have involved the contest of the terminal. Only if they win this game, they will acquire the control of the industry, especially in the Chinese shampoo market. In the fierce competition of the shampoo market, more and more firms regard the terminal as primary task and invest a lot of money for terminal building. It is obviously that the terminal is the key of the sales link for it is more like the final kick in front of the door in a football match. But since more and more firms have involved into the competition, the expenses of the terminal have been beyond their burdens. At the same time, the homogeneity of terminal has emerged. Its attraction to consumers has decreased.This paper investigates the C-BONS'success and loss of the terminal strategy and concludes the terminal is a systematic work which includes the products'brand formatting, the firms'culture cultivating and the marketing building. In this respect, the author tries to provide another aspect on the terminal for the firms in Chinese shampoo industry.