导　　师： 龚振

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着国内女性个人护理卫生用品市场竞争的日益激烈与集中，同时女性对特殊日子晚上的保护要求及心理安慰的需要越来越高，大于等于380mm超长夜用系列卫生巾的市场需求越来越大，全渠道销量每年以双位数增长，并成为各竞争品牌的重要争夺细分市场，也是市场份额的重要争夺环节。 现时市场份额排名前四位的女性个人护理卫生用品品牌占近60/%的市场份额，前五位品牌占近70/%，其中主要以国际知名品牌（W品牌//S品牌）为主，国有民族品牌仅有AN集团旗下的Q品牌和JX公司旗下的A品牌。如何在此激烈竞争的市场中巩固并逐步扩大自己的市场份额，是各竞争者的目标及挑战。 作为经历市场15年磨练的民营企业品牌A品牌，一直致力于个人护理用品的研发、生产和销售，现时市场占有率排名第四。为争夺超长夜用卫生巾的细分市场，结合市场需求于2014年推出超长420MM卫生巾。如何在激烈竞争中赢得市场份额和地位，超长夜用卫生巾的促销计划将是关键因素。 本计划书就赢得市场份额的关键产品——A品牌超长夜用卫生巾制定适合广州市场的2014年的产品促销计划，通过一系列的促销方式对未来一年广州地区的营销工作进行指导，以达到提升产品销量，以及知名度和美誉度，从而进一步提升整体品牌的市场占有率。 计划书首先从JX公司的发展历史及未来发展目标进行阐述，并对广州市场的历史销售数据进行深入分析与研究，然后运用宏观环境分析法从经济、人口、消费者需求等角度进行分析，运用SWOT分析法从内外部的优势、劣势、机会、威胁等角度对产品的营销态势及环境进行分析，为2014年A品牌超长夜用卫生巾产品在广州市场制定营销目标及营销计划的选择提供决策依据。 最后具体从人员推销、销售促进、业务广告、公共关系四方面制定A品牌超长夜用卫生巾广州市场2014的促销计划。并简要分析风险所在，为促销计划提供一定的风险控制，帮助广州市场更好的完成2014年该产品的市场营销工作。 As the fierce and concentrated competition on market of domestic female personal care,the demand for380mm or more super large night use sanitary napkins is greater and greaterwhich with the higher needs of elaborate protect and comfort in heart in that special days. Thesales on all channels soared by twice every year. It is become vital fighting segment marketand market share for each competition brands. At present, it is nearly60/%market share on brand of female personal care in the rankingtop four and nearly70/%in ranking top five which is dominated by international famousbrands like brand W/&brand S and domestic brands only brand Q of AN group and Brand Aof JX company. It is the target and challenge of each competition about how to consolidateand expand market share in such a fierce competition. Brand A of private enterprise was always focus on R/&D, production and sale in the15years which development in market. It is become the Fourth brand of female personal care inthe modern channel market. Enterprise A will launch super large night use sanitary napkins420mm combined with market demands. The promotion plan is key element for how to winthe market share and position. This business plan describes sales promotion plan of Brand A super large Night usesanitary napkins in Guangzhou market in2014, which is the critical product to gain moremarket share. The plan is market guidance through series promotion of the coming year inGuangzhou, which would enhance its sales of this product and its market share in all brands. First, the paper elaborates the company JX’s history and future development goals. Italso deeply analysis and research company’s sales figures in the past year in Guangzhou. Andthen analysis marketing trend and environment by SWOT analysis that from strengths,weakness, opportunities and threats and by macro environmental analysis that from economy,population, consumer demands and so on. This paper as guidance of marketing goal andmarketing plan of Brand A super large Night use sanitary napkins in Guangzhou market in2014which decisions have to be based. Last, the paper enacts sales promotion plan of Brand A super large Night use sanitarynapkins in Guangzhou market in2014though from personal selling, sales promotion,advertisement and public relations. And make a brief analysis of risk to help complete bettermarketing plan of this product in Guangzhou.

关 键 词： 促销 促销计划 市场营销

分 类 号： [F274 F426.8]

领　　域： [经济管理] [经济管理] [经济管理]