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本科毕业设计（论文）

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年 月 日

青岛滨海学院市场营销专业毕业设计（论文）

黄岛区蓝月亮洗衣液市场销售分析

摘 要：

随着市场经济体制的全面化发展，我国销售行业也迎来了前所未有的发展前景，由于人们对自身生活水平的追求正在不断的提升，所以很多日常生活用品占据了大量的市场份额，洗涤剂尤其是民用洗涤剂产品，在近些年的市场发展中早已成为了与日常生活息息相关的一类快速消费品。本文笔者将会针对黄岛区蓝月亮洗衣液的市场销售情况进行具体的分析，通过对我国这一洗衣液领导品牌的分析来更加真实的反应我国现如今洗涤行业的发展状况。

关键词：蓝月亮洗衣液 销售分析 产品发展 市场占有率

青岛滨海学院市场营销专业毕业设计（论文）

目 录

1前言······························································1 1.1研究背景······················································1 1.2研究目的······················································1 1.3研究意义······················································1 2黄岛区蓝月亮洗衣液市场环境的分析··································2 2.1消费者需求的分析··············································2 2.2主要竞争对手的分析············································2 3黄岛区蓝月亮洗衣液的产品销售情况··································3 3.1黄岛区蓝月亮洗衣液的产品销售情况·······························3 3.1.1洗衣液种类繁多涉及范围广···································3 3.1.2新产品趋于浓缩环保·········································4 3.1.3“特价+赠品+喊麦”的销售方式·······························4 3.2黄岛区蓝月亮洗衣液的价格分析···································4 3.2.1洗衣液的价格不断下滑·······································4 3.2.2高价格扔给消费者带来苦恼···································5 3.3黄岛区蓝月亮洗衣液的客户结构分析·······························6 3.3.1年轻消费者是主要的购买群体·································6 3.3.2不受年级较大的家庭主妇青睐·································7 3.4黄岛区蓝月亮洗衣液的销售量与销售额的增长变化···················7 3.4.1销售量增长势头强劲··········································7 3.4.2实体销售额屡创新高·········································8 3.4.3网络销售额快速增长·········································8 3.5黄岛区蓝月亮洗衣液的实体零售遭遇困境···························8 3.5.1竞争加剧导致销售利润下降···································8 3.5.2日益繁重的成本支出·········································9 3.6黄岛区蓝月亮洗衣液终端导购队伍的分析···························9 3.6.1导购员自身素质的重要性·····································9 3.6.2导购员给消费者带来的影响··································10 4分析总结·························································10 4.1销售更加多元化················································11 4.2销售模式的优化重组············································11 4.3绿色环保的洗衣时代来临········································11 5结束语···························································12 参考文献···························································13 致谢·······························································14