Research On Marketing Strategy Of Seeyoung Shampoo

In recent years, the domestic shampoo market is gradually showing a new development trend. Brand concentration increasing, Procter & Gamble, Unilever, Henkel transnational group to occupy most of the market share. Multinational giants to occupy the Chinese shampoo market, began to pay attention to the three or four line of the city, the sales channel sink further, and gradually penetrate into the rural market. The domestic shampoo brand suffered multiple squeeze foreign brand competition and channel change, development dilemma. At the same time, with the continuous improvement in people’s income level, the rapid development of high-end personal care market, foreign brands was one step ahead. Consumers are more willing to spend more money to buy more high-quality products.Guangzhou Huanya cosmetics Limited company of science and technology to fully understand the current situation and development trend of the shampoo market, in 2014 launched the high-end hair care brand, seeyoung. Based on the related marketing theory as the instruction, research and promotion marketing strategy selection of source of shampoo. First of all, from the macro environment analysis, five forces model analysis, consumer analysis and brand competition pattern analysis and other aspects of the shampoo market marketing opportunities, combined with SWOT analysis method, the face of corporate and product advantages, weaknesses, opportunities and threats analysis. On this basis, using the analysis of marketing strategy,4P theory of product, price, promotion, channels are combined with each other. Finally, put forward some suggestions, hoping to provide a clear direction of development and theoretical guidance for the development and the source of shampoo. At the same time, but also for surviving in the other domestic enterprises shampoo production and management to provide a reference, The literature research method and case study method is the main research method of this paper to take. Literature research method is mainly to study the marketing strategy of the relevant literature and the academic results, the theoretical basis for the. Case study method is on the basis of literature research, extensive collection of relevant data, and these data were analyzed, summarized and concluded. The innovation of this paper is to analyze the related theory of marketing, the source of the marketing strategy of shampoo, the source for the subsequent development of recommendations for improvement, in order to help nourish shampoo to source a space in the fierce competition in the market. The conclusion of the study has a certain reference value for the adjustment of marketing strategy of domestic shampoo production and sales enterprises, adapt to the new trend of the development of the market.