The Marketing Strategy Of The Bawang Shampoo Products

With China’s rapid economic growth and the people’s increasing income, shampoo products market has been the largest market scale, the most difficult competition and the biggest attraction in domestic daily chemicals market. With the development of more than20years, domestic shampoo market is growing from its adolescence to maturity, brand’s concentration degree is getting higher and higher. In domestic shampoo market, the market share of the fist four major brands is over60%, especially the first three major brands of P&G is over50%. With the development of market, the new brand will continue to enter,the competition of shampoo market will be more and more tighter. Although c-bons can compete with foreign enterprise such as P&G in terminal market, overall, the market is still the world.of foreign brands. Enterprise want to remains absolutely advantage to sustainable development in the fierce competition market, to a great extent, depends on choosing the correct target market, and develop appropriate marketing strategies.Therefore, the marketing strategy research of shampoo has the important theoretical guidance and practical significance for the development of our local enterprise. The article in profits from the related marketing theory, selects Bawang shampoo products marketing strategy for object of study. Through describing the development status and marketing situation of Bawang shampoo products,analyzing the existing problems in the current marketing strategy and the reasons of these problems. On this basis,the author make4P strategy and give executive suggestions, expecting to offer some valuable help to offers a clear development direction and the theoretical guidance to Bawang shampoo product marketing and provide some reference to our other local shampoo products manufacturer and sales enterprise. Using documentary research and case studies combining research methods. Documentary research is mainly related marketing strategy theory of the research literature and academic achievements, and to find a theoretical basis, case study law through a lot of literature, and summarized and analyzed. The innovation of this paper is to apply the basic principles of marketing, to analyze and solve practical problems of Bawang shampoo products in the marketing based on4P marketing strategy recommendations for improvement, in order to help Bawang to obtain competitive advantage in the fierce market competition, the conclusion of shampoo products production and sales enterprises to develop marketing has certain reference significance.