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来源：百度知道 编辑：UC知道 时间：2024/05/06 18:24:43
短短的二十多年时间，中国本土洗发水市场已经迅速地从起步走向兴盛。然而在现今的一片繁荣的景象背后，中国本土洗发水企业又面临着来自国内外各种竞争与挑战，如何正确认识自身发展存在的问题以及优势，从中谋求可持续富有生命力的发展路线成为亟待解决的问题。对当今国内洗发水市场的深入分析后，我国企业总结出几个代表性的问题，这些问题主要集中出现在中国洗发水企业与国外洗发水企业的竞争中，渠道和流通，价格和品牌，抢占市场和细分市场等等都是中国企业缺少竞争力的弊病所在。其中尤为突出的就是中国企业在占领市场过程中的缺乏细分。因此，差异化战略成为了现今中国洗发水企业提升核心竞争力的法宝。针对洗发水消费人群需求的特殊性和多样性，中国洗发水企业如果能够充分地对市场细分，发现功能型洗发水的市场前景，打出了占领细分市场的路线，在国外洗发水企业还未到达这一领域之前占有市场，无疑是提升国内洗发水企业竞争力的有力武器。所以，合理恰当地解决这些问题也是我国本土洗发水企业所面临的最大问题和最大挑战。本文是在对国内洗发水市场充分分析的基础上，以“霸王”等功能型洗发水成功案例为依据，提出对国内洗发水市场再细分的建议，使国内洗发水企业市场差异化，产品功能化，从而提升企业的竞争力。

A short period of time more than 20 years, China's domestic shampoo market has quickly from start to rise. However, in today's prosperity and a behind the scenes, China's domestic shampoo enterprises from home and abroad they are facing all kinds of competition and challenges, how to correctly understand their own development and the advantage of the existing problems, from the pursuit of sustainable development path full of vitality become anxious Question to resolve. Of today's domestic shampoo market in-depth analysis, China's enterprises to sum up a few representative questions, which mainly concentrated in China's shampoo shampoo enterprises with foreign enterprises in the competition, channels and circulation, price and brand, seize Markets and market segments, and so on are all Chinese enterprises lack competitiveness of the shortcomings of the host. Which is particularly prominent in the occupation of Chinese enterprises in the course of a lack of mar