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| 品牌组合之发行新型洗发水产品的营销【英文】 摘 要 目前，随着生活水平的提高，年轻一代的消费者往往对一些传统的产品产生了新的追求，如可回收利用的包装、环境友好型成分或更加便捷的使用体验。这些市场细分为小型独立品牌提供了更多机会以提高市场份额，但是新产品的开发通常蕴含着各种风险。本文将重点研究运用客户关系以及新产品开发的有关理论，根据目前热门的市场趋势如可降解包装、环境友好材料等以及多次定性研究，发展初步的品牌概念并进行优化，最终形成洗发水品牌Rebirth Dew。然后本文将根据英国的市场背景，给出具体的产品经营策略，包括针对目标客户的分销策略和沟通策略。本篇论文将品牌的客户关系管理与运营细分至新兴产业的产品开发，使用半结构采访的定性研究方式综合地分析了潜在消费者的态度，这样理论与实际结合的策略为今后相关产品的开发提供了案例。 关键词：市场营销；新品牌开发；洗发水；客户关系管理；推出计划 BRAND PORTFOLIO DISSERTATION IN LAUNCHING NEW SHAMPOO ABSTRACT At present, with the improvement of living standards,the young generation of consumers normally have a specific performance for some traditional products, such as recyclable packaging, environmentally friendly ingredients or more convenient using experience. These market segments provide new opportunities for small independent brands to increase own market share, but the development of new products often involves various risks. This paper will focus on the application of customer relationship and new product development theories, based on the current hot market trends such as biodegradable packaging, environmentally friendly materials and many qualitative studies to developand optimize the initial brand concept, and finally form the shampoo brand Rebirth Dew. Then, according to the market background of the UK,this paper will give specific product management strategies, including the distribution strategy and communication strategy for target customers. In this paper, the customer relationship management and operation of brands are subdivided into the product development of emerging industries,and the qualitative research method of semi-structured interview is used to comprehensively analyze the attitude of potential consumers. In this way, the strategy of combining theory with practice providesa case for the development of related products in the future. Key words: marketing, new brand development, shampoo, CRM, launch plan. |
