本文選題：女性私密護(hù)理 + 品牌建設(shè)��； 參考：《南昌大學(xué)》2016年碩士論文

【摘要】：每個(gè)女人幾乎都知道臉龐對(duì)女性容貌、外在吸引力甚至家庭幸福的重要性,大多數(shù)的女人只要經(jīng)濟(jì)條件允許也都會(huì)每天不厭其煩的在臉上擦著洗面奶、爽膚水、精華液、面霜、粉底、面膜等等保養(yǎng)品,細(xì)心呵護(hù)臉上的每寸肌膚、每條紋理,卻少有人會(huì)專門有意識(shí)地用心照顧自己最重要的私密健康,更別提專門購(gòu)買女性私處的健康洗護(hù)產(chǎn)品了。女性私處(生殖道的外陰及內(nèi)陰)因其生理的天然半開(kāi)放特點(diǎn)、每月固定的生理周期、生育小孩、性生活以及清潔衛(wèi)生習(xí)慣等各方面原因,特別容易產(chǎn)生多種感染,如細(xì)菌性陰道炎、滴蟲(chóng)性陰道炎、霉菌性陰道炎等。一旦感染,就容易出現(xiàn)異味、瘙癢、白帶異常等多種問(wèn)題,對(duì)女性正常的工作、生活帶來(lái)不便,嚴(yán)重的疾病如盆腔感染、子宮內(nèi)膜炎等還會(huì)影響女性正常的生殖健康。而由于女性私密產(chǎn)品的特殊性,女性私處護(hù)理產(chǎn)品在中國(guó)國(guó)內(nèi)市場(chǎng)起步晚、發(fā)展緩慢,迄今為止,也不過(guò)出現(xiàn)過(guò)婦炎潔、潔爾陰等寥寥可數(shù)的私密產(chǎn)品品牌。其中,以H品牌為代表,大部分的私密產(chǎn)品品牌經(jīng)歷十?dāng)?shù)年的發(fā)展,大多都遇到了銷售停滯不前甚至下降、品牌形象老化、品牌認(rèn)知模糊等品牌經(jīng)營(yíng)問(wèn)題,未來(lái)如何做強(qiáng)做大?從品牌建設(shè)的鼻祖美國(guó)企業(yè)來(lái)看,堅(jiān)持品牌建設(shè)的科學(xué)方法并結(jié)合新環(huán)境運(yùn)用符合時(shí)代的新方式可能是這些私密品牌進(jìn)行經(jīng)營(yíng)突破的關(guān)鍵�；谝陨�,本文計(jì)劃從品牌建設(shè)的本質(zhì)出發(fā),以消費(fèi)者心智為根本,以創(chuàng)新運(yùn)營(yíng)為突破,以B公司H品牌為代表,對(duì)女性私密品牌的優(yōu)化建設(shè)進(jìn)行了專項(xiàng)研究。進(jìn)而對(duì)女性私密品牌的品牌建設(shè)形成全面、系統(tǒng)的營(yíng)銷觀點(diǎn)和操作實(shí)務(wù),對(duì)企業(yè)的營(yíng)銷分析、戰(zhàn)略制定提供有建設(shè)性的現(xiàn)實(shí)指導(dǎo)意義。
[Abstract]:Almost every woman knows the importance of her face to women's looks, outward appeal and even family happiness. Most women rub their faces with facial cleansers, toner, essence, cream every day as long as economic conditions permit. Foundation, facial mask and other care products, carefully care for every inch of skin, every texture, but few people will take care of their most important private health, not to mention the purchase of women's private health care products. Women's private places (genital and inner vulva) are particularly susceptible to multiple infections due to their natural, semi-open nature, fixed monthly physiological cycles, childbearing, sexual life, and cleaning and hygiene habits. Such as bacterial vaginitis, trichomoniasis vaginitis, mold vaginitis and so on. Once infected, it is easy to appear odour, pruritus, leucorrhea abnormal and other problems, to women's normal work, life inconvenience, serious diseases such as pelvic infection, endometritis and so on will affect women's normal reproductive health. Due to the particularity of women's private products, women's private nursing products started late in China's domestic market and developed slowly. So far, only a few private product brands, such as female Yanjie and Jieer Yin, have appeared. Among them, with H brand as the representative, most of the private product brands have experienced more than ten years of development, most of them have encountered sales stagnation or even decline, brand image aging, brand cognitive ambiguity and other brand management problems, how to strengthen in the future? From the point of view of the original American enterprises of brand construction, the key to the breakthrough of these private brands is to adhere to the scientific method of brand building and to apply new ways in accordance with the times. Based on the above, this paper plans to proceed from the essence of brand building, take the consumer mind as the foundation, take the innovation operation as the breakthrough, take the B company H brand as the representative, has carried on the special research to the female private secret brand optimization construction. Furthermore, it provides constructive practical guidance for the brand construction of women's private brands, which is a comprehensive, systematic marketing viewpoint and operational practice, and provides a constructive practical guidance for the marketing analysis and strategy formulation of enterprises.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F426.72;F273.2

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