Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Henkel Schwarzkopf Professional hair products marketing channels

Author HuYueMin
Tutor AnShengHui
School University of Foreign Trade and Economic
Course Business management
Keywords Professional hair products Schwarzkopf Marketing channels
CLC F426.72
Type Master's thesis
Year 2006
Downloads 250
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Professional hair products market from scratch, small-scale companies to flourish now , a whole have gone through a century . Professional hair products market is a huge demand in the market , it has a special marketing channels , also has valuable high profit margins . Professional hair products in China market foundation is weak , but after 20 years of nurturing , has now entered a period of rapid development . Professional hair products in the high-end market , the world's four major brands , except Goldwell , Procter \u0026 Gamble, Wella , L'Oreal , Henkel facilities Schwarzkopf have officially entered the Chinese . Here , Henkel Schwarzkopf are facing opportunities and challenges brought about by the rapid growth of a competitive market . Through SWOT analysis , comparing the advantages and disadvantages of the main competitors . Their positioning , market share , brand awareness , but also performed manufacturers → → dealers → salon consumer marketing model . Marketing channels as an important component of the marketing mix , often neglected , but with the increased competition , new market growth pressure , the importance of the channel is re-understanding . And professional hair products particularity determines some of the characteristics of its marketing channels , the impact to the design of its channels , channel members select and channels management . Article in accordance with the concept of the channel system , how to build , develop and manage the logical main line and to combine specific Schwarzkopf practical problems to be analyzed . Finally, a summary and recommendations for the entire Schwarzkopf channel marketing channels .

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