除菌消臭制品市场调研与竞争策略优化项目案例_市场调研_代表案例_市场调研公司-市场调查公司-咨询公司-行业调研-十大市场调研公司【尚普咨询】市场研究

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Market Research and Competition Strategy Optimization Project Case of Deodorization Products

2024-07-15 00:37:11 Source: Champ Consulting Visits:0

Project background:

除菌消臭制品是指能够有效去除空气、物体表面或人体皮肤上的异味和细菌的产品，主要包括除菌消臭剂、除菌消臭洗涤剂、除菌消臭喷雾、除菌消臭香薰等。除菌消臭制品在日常生活中有着广泛的应用，尤其是在新冠肺炎疫情的影响下，消费者对除菌消臭产品的需求增加，市场规模不断扩大。2020年中国除菌消臭产品进出口总额123.37亿美元，同比增长35.84%；2020年中国除菌消臭洗涤剂产量为1108.8万吨，较2019年同比增长10.8%。

Customer pain points:

尚普咨询公司的客户是一家专业生产除菌消臭制品的企业，主要产品有除菌消臭剂、除菌消臭洗涤剂和除菌消臭喷雾。该企业在除菌消臭制品市场上有一定的知名度和市场份额，但面临着以下几个问题：

- 产品创新能力不足，缺乏差异化的产品特色和优势，难以满足消费者多样化的需求和偏好；

- 市场竞争激烈，同类产品品牌众多，价格战和促销战频繁，导致产品利润率下降；

- 市场渠道不畅通，线上线下销售渠道不平衡，缺乏有效的渠道管理和维护，难以扩大市场覆盖和影响力；

- 品牌形象不突出，缺乏有效的品牌宣传和推广，难以提升品牌知名度和美誉度，形成品牌忠诚度。

Project purpose:

2023年9月，为了帮助客户解决上述问题，提升客户在除菌消臭制品市场上的竞争力和盈利能力，尚普咨询公司完成了除菌消臭制品市场调研与竞争策略优化项目，旨在实现以下目的：

- 了解除菌消臭制品市场的现状、规模、趋势、机会和挑战，调研市场的需求特点、消费者行为、购买动机和偏好；

- 评估客户的产品在市场上的表现、优势、劣势、机会和威胁，调研客户的产品与竞争对手的产品的差异和竞争力；

- 提出针对客户的产品的创新建议，包括产品功能、设计、包装、定价等方面，以提升产品的差异化和附加值；

- 提出针对客户的市场渠道的优化建议，包括线上线下渠道的整合、拓展、管理和维护等方面，以提升市场覆盖和渗透率；

- 提出针对客户的品牌形象的提升建议，包括品牌定位、核心价值、传播策略、营销活动等方面，以提升品牌知名度和美誉度，形成品牌忠诚度。

Research object:

为了保证项目的质量和效果，尚普咨询公司采用了多种调研方法，包括文献调研、专家访谈、消费者问卷、消费者访谈、消费者观察、神秘顾客等，涉及以下调研对象：

- 除菌消臭制品行业的相关政策、法规、标准、协会等；

- 除菌消臭制品市场的相关数据、报告、资讯、评论等；

- 除菌消臭制品行业的相关专家、学者、咨询师、评论员等；

- 除菌消臭制品市场的主要竞争对手，包括好市多/COSTCO、MatsumotoKiYoshi、朵朵、滴露/Dettol、威奇/UYEKI、上海家化、车仆/CHIEF、奥吉龙、迪宝康、洁良品等品牌；

- 除菌消臭制品市场的潜在消费者和现有消费者，共计1000人，其中男性500人，女性500人，年龄分布在18-60岁之间，收入水平和消费水平各有不同。

Project Content:

According to the purpose of the project and the research object, Shangpu consulting company designed the following project content:

- 市场现状调研：调研除菌消臭制品市场的发展历程、市场规模、市场结构、市场细分、市场增长率、市场占有率、市场分布、市场趋势、市场机会和市场挑战等；

- 需求调研：调研除菌消臭制品市场的需求特点、需求量、需求结构、需求变化、需求预测等；

- 消费者调研：调研除菌消臭制品市场的消费者特征、消费者行为、消费者偏好、消费者动机、消费者满意度、消费者忠诚度等；

- 竞争调研：调研除菌消臭制品市场的竞争格局、竞争对手、竞争策略、竞争优势、竞争劣势、竞争威胁等；

- 产品调研：调研客户的产品特性、产品功能、产品设计、产品包装、产品定价、产品销量、产品市场份额、产品优势、产品劣势、产品机会、产品威胁等；

- 渠道调研：调研客户的产品的渠道特点、渠道结构、渠道类型、渠道选择、渠道管理、渠道维护、渠道效果等；

- 品牌调研：调研客户的产品的品牌特点、品牌定位、品牌核心价值、品牌传播、品牌推广、品牌活动、品牌效果等；

- 创新建议：根据产品调研、渠道调研和品牌调研的结果，提出针对客户的产品的创新建议，包括产品功能、设计、包装、定价等方面的改进和优化，以提升产品的差异化和附加值；

渠道建议：根据渠道调研的结果，提出针对客户的产品的渠道建议，包括线上线下渠道的整合、拓展、管理和维护等方面的改进和优化，以提升市场覆盖和渗透率；

品牌建议：根据品牌调研的结果，提出针对客户的产品的品牌建议，包括品牌定位、核心价值、传播策略、营销活动等方面的改进和优化，以提升品牌知名度和美誉度，形成品牌忠诚度。

Project Value:

通过本项目的实施，尚普咨询公司为客户提供了以下价值：

帮助客户深入了解除菌消臭制品市场的现状和发展趋势，为客户的战略决策提供了有力的数据支持和调研依据；

帮助客户识别和挖掘市场的潜在机会和挑战，为客户的市场拓展和风险防范提供了有效的指导和建议；

帮助客户优化和创新产品的功能、设计、包装和定价等方面，为客户的产品提升了差异化和附加值，增强了产品的竞争力和吸引力；

帮助客户优化和整合线上线下渠道，为客户的产品拓展了更广泛的市场覆盖和渗透，提高了产品的销售效率和效果；

帮助客户提升和塑造品牌的形象和价值，为客户的产品提升了品牌的知名度和美誉度，增强了品牌的影响力和忠诚度。

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