摘要
摘要
在我国市场经济总量高速增长的背景下，人民群众的生活质量得到提升，
洗涤用品产业迎来前所未有的发展契机。作为人们生活中必不可少的快速消费
品之一，洗涤产品拥有较大的市场潜力。近年来，国内本土品牌洗涤企业的影
响力扩大，产品性能不断完善，这在整体上削弱了外资品牌的市场优势，有利
于本土洗涤用品企业的发展。
本文选取YA洗涤日化公司作为研究对象，分析该公司的宏观、微观营销环
境，营销现状与问题，提出改进建议及保障措施。
首先，运用文献研究法整理分析国内外市场营销的动向和研究成果，选取
适用于本次研究的相关营销理论和工具。其次，在对YA公司市场营销环境的研
究上主要采用PEST分析法、波特五力模型以及SWOT分析法。运用问卷调查法、
案例分析法对YA公司的营销现状展开探讨。最后，运用STP理论进行市场细分、
目标市场和市场定位现状的分析，发现 YA公司营销策略方面的问题并根据 4Ps
营销理论提出以满足顾客需要为中心的产品策略，以满足市场需要为参照的价
格策略，以拓展经营范围、挖掘新市场潜力为方向的渠道策略，以完善市场沟
通、实现产品多重价值为核心的促销策略，同时为组合营销策略提出相应保障
措施。
本文主要研究意义是在全面调研企业经营环境与市场营销现状的基础上，
通过理论与实际相结合的方式，提出合理的营销策略改进建议来帮助YA公司适
应激烈的市场竞争环境，对公司进一步提高综合实力有参考价值，也为相似的
洗涤日化公司发展提供借鉴。
关键词：日化企业；洗涤产品；营销环境；细分市场；营销策略
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Abstract
Abstract
Under the background of my country's rapid economic development, the living
standards of the people have been significantly improved, and the detergent industry
has ushered in unprecedented development opportunities. As one of the indispensable
fast-moving consumer goods in people's lives, detergent products have great market
potential. In recent years, the influence of domestic local brand washing companies
has been continuously improved, and the product performance has been continuously
improved, which has weakened the market advantages of foreign brands as a whole,
which is conducive to the development of local washing products companies.
This paper selects YA Washing Daily Chemical Company as the research object,
analyzes the company's macro and micro marketing environment, marketing status
and problems, finds the deficiencies of existing marketing strategies, and proposes
scientific optimization countermeasures.
First, usetheliterature researchmethod toanalyzethe dynamicsand
achievements of domestic and foreign marketing, and select relevant marketing tools
and theories suitable for this research. Secondly, in the analysis of YA company's
marketing environment, this paper uses PEST analysis method, Porter's five forces
model and SWOT analysis method. Then, it analyzes and researches the current
situation of YA company's marketing through questionnaire survey method and case
analysis method, and summarizes the problems of YA company's marketing strategy.
Finally, use STP theory to segment and locate YA's product market, and combine 4Ps
marketing theory to formulate product strategies that meet customer needs as the
center, and price strategies that adapt to the product life cycle to broaden the direction
and tap market potential. As the leading channel strategy, the promotion strategy is
centered on full communication and the multi-value of products, and corresponding
safeguards are formulated for the realization of the combined marketing strategy.
The research significance of this paper is that on the basis of fully studying the
marketing environment and marketing status, starting from the actual situation of YA
II
Abstract
company, combining theory and practice, formulating reasonable marketing strategies
to help YA company better cope with the fierce market competition environment, and
also It provides a reference for the development of similar small and medium-sized
washing and daily chemical enterprises, and has a positive effect on improving the
comprehensivecompetitivenessofenterprisesandmaintainingsustainable
development.
Keywords:Dailychemicalenterprises;Washing products;Marketing
environment; Market segmentation; Marketing strategy
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