【中文摘要】 上世纪90年代以来的20年间,快速消费品行业市场竞争环境日益激烈,而口腔护理用品中的牙膏市场又是其中最恶性竞争的领域之一。经过20年发展,牙膏市场逐渐从蓝天六必治、两面针等国内品牌的群雄逐鹿,演化到佳洁士、高露洁、黑人、中华国际四大品牌占据接近70%市场份额的局面。自由市场竞争时代已经告一段落,四大国际品牌垄断了中国内地牙膏市场。20年来的市场环境发生巨大变革。早在我国2001年正式加入WTO之前,国内市场日化行业的竞争实际上已经与国际接轨,在生产商、经销商、零售商的供应链体系中,主导权和话语权发生重大转移,逐渐从生产商经销商为主导,转向以零售商为主导。面对市场环境的巨大变化和众多强劲的国内外对手,10年间,没有任何特殊背景的好来化工(中山)有限公司和它的唯一产品黑人牙膏市场份额从不到2%急剧攀升到14.3%;销售额从每年不到5000万发展到超过20亿;品牌从不为人知到稳居前三甲,一跃成长为一线主导品牌之一,成为业界奇迹。但在好来化工公司和黑人牙膏快速发展的过程中,也逐渐显现许多制约企业和品牌进一步发展的严峻问题:(1)黑人牙膏在现代渠道(Modern Trade)展开恶性竞争,在传统...更多(TradationalTrade)价格混乱以致完全失控,对品牌的长远发展带来极大隐患。(2)好来化工公司的代理商利润越来越微薄,原有客户体系难以继续维系。(3)黑人产品过分依赖MT渠道,对TT渠道关注不够,办法不多。(4)企业规模迅速膨胀,组织架构、管理制度滞后于市场发展,积极向上的组织文化越来越变得官僚化,内部沟通成本加大。面临众多严峻的挑战,好来化工公司如何应对,是迫切需要解决的战略难题。本文采用品牌的市场占有率,来作为品牌市场地位评判,以及分析和评价的依据;使用数据和资料主要来自企业内部材料,以及尼尔森调查公司。本文通过多角度的调查,得出如下结论:(1)明确企业发展方向。(2)公司自身建设。企业制度与市场的配套,企业文化发展的引导。(3)人力资源政策的调整。提高新进入者的素质,提高整体员工收入福利水平。 

【英文摘要】 Since 1990s,Fast Moving Consumer Goods(FMCG) industry,in particular the Oral Care products,especially Toothpaste Market is become one of the most vicious competition areas.After 20 years of development,Toothpaste Market has gradually moved from so many domestic brands crowded,evolution to Crest,Colgate,Darlie,Zhonghua,the four international brands which account for nearly 70% market share. Free market competition has come to an end,the four major international brands has completely monopolied the toothpaste market of China.Undergoing major changes in the market environment.As early as 2001,even before China formally joined the WTO,the domestic market has in fact closely connected with international standards.In toward market-oriented processl,the leadership of supply chain systems has shift from Manufacturers,Distributors to Retailers.Without any special background, within 10 years,Hawley& Hazel Chemicals (Zhongshan)Co.,Ltd,its market share from less than 2% rose sharply up to 14.5...%,sales from 50 million a year to more than 2 billion,Darlie brand from the unknown to enter the top three,one of the leading brands.It has Became a miracle in FMCG.However,a number of serious problems has emerged:(1) The performance in Modern Trade and Tradational Trade are facing fierce competition influence the brand's long-term development;(2) Hawley& Hazel's Distributors are increasingly decrease profits;(3) Darlie is over-reliance on MT channel,insufficient attention to the TT;(4) The rapid expansion of H&H enterprise organizational structure management systems lag behind the market development.Positive organizational culture become more and more bureaucratic, internal communication costs increase.Faced with many serious challenges,Hawley & Hazel how to deal with is an urgent strategic strategy.In this paper,the brand's market share will be the key factor to analize judge and evaluate it's market position. The use of data and information primarily from internal materials.as well as the Nielsen research company.In this paper,multi-angle investigation,reached the following conclusions:(1) Make Hawley & Hazel' s development direction clear. (2) Hawley & Hazel Company self-construction. Make Hawley & Hazel's system matched with the market development,and guide the development of corporate culture in the right way.(3) Human resources policy adjustments.To improve the quality of new entrants,to raise the income and welfare of the staff. 

【中文关键词】 营销策略; 牙膏; 高露洁; 佳洁士; 黑人
【英文关键词】 Marketing Strategy; Toothpaste; Crest; Colgate; Darlie