冷酸灵牙膏营销策略研究.doc

摘要:随着生活水平的提高，人们开始追求健康的生活，牙齿护理成为了人们每天必做的事情。近年来，牙膏行业的竞争越来越激烈。残酷的市场竞争促使牙膏行业认识到市场营销策略的重要性。市场营销策略的规划和实施对于其企业发展壮大有着不可轻视的作用。科学行之有效的营销策略，完善的营销策略运营体系，可以帮助企业提高营销策略运作水平，树立名优品牌形象，增强核心竞争力。

　　本文采用市场调查、现场实践、实证分析等方法，对重庆登康公司冷酸灵牙膏市场营销策略的产品策略，价格策略，分销策略，促销策略，品牌策略整体情况进行细致分析；揭示了重庆登康公司冷酸灵牙膏营销策略现状和存在新产品研发慢且占总销售额比重低，渠道结构与铺货不合理，公共关系缺乏经验与线上推广方式单一，牙膏产品品牌单一等问题；提出了加快新产品研发速度改善产品结构，优化分销渠道结构与提高铺货合理性，提高公关水平与增加线上营销推广方式，注重多元化发展推出新的牙膏品牌等改进措施和建议。重庆登康公司作为典型的民族牙膏品牌企业，重庆登康公司营销策略的研究，对其企业自身可持续发展具有一定的有益启示。

关键词：冷酸灵 营销策略 现状 问题 改进建议

Abstract:As living standards improve, people began to pursue a healthy life, dental care has become something people do every day. In recent years, the toothpaste industry more competitive. Brutal competition in the market to procure toothpaste industry recognizes the importance of marketing strategies. Marketing strategy planning and implementation for its business development and growth has not underestimate the role. Science effective marketing strategies, improve marketing strategies operating system that can help companies improve operational level marketing strategy, establish famous brand image, enhance core competitiveness.

　　　　In this paper, market research, field practice, empirical analysis and other methods, Chongqing Dencare company Lengsuanling toothpaste marketing strategy product strategy, pricing strategy, distribution strategy, promotion strategy, brand strategy and detailed analysis of the overall situation; reveal Chongqing Dencare company Lengsuanling toothpaste status and existing marketing strategy new product development is slow and low proportion of total sales, and distribution in the channel structure is irrational, the lack of experience in public relations and online marketing single way, a single brand of toothpaste and other issues; proposed accelerate the pace of new product development to improve the product structure, optimize the structure and improve distribution channels distribution rationality, improve public relations and increase the level of online marketing approach, focusing on diversification launched a new brand of toothpaste and other improvement measures and recommendations. Chongqing Dencare company national company as a typical toothpaste brands, Chongqing Dencare company Marketing Strategy, sustainable development of its enterprise itself has some useful insights.

Keywords: Lengsuanling; Marketing Strategy;Actuality; Problem; Recommendations for improvement