本科论文云南白药牙膏促销策略研究摘要随着科学技术的发达和经济水平的提升，人们的生活也变得与以往大不相同了。生活条件改善使人们有能力去追求更高的生活品质，在口腔健康方面更是如此。牙膏行业竞争剧烈，伴随着产品类型多种多样，人们选择牙膏的空间也增加，因此企业更加需要推广自己的产品，通过多种促销活动，增强产品的品牌知名度，让更多的人了解到，从而提升产品的市场竞争力。本文以云南白药集团生产的云南白药牙膏为例，研究其促销策略中存在的问题，并提出改进方案以及保障实施措施。关键词：云南白药集团，云南白药牙膏，促销策略本科论文AbstractWiththedevelopmentofscienceandtechnologyandeconomy,greatchangeshavetakenplaceinpeople'slives.Theimprovementoflivingstandardurgespeopletopursueahealthierqualityoflife,especiallyinoralhealth.Thecompetitionintoothpasteindustryisfierce.Withavarietyofproducttypes,thespaceforpeopletochoosetoothpasteisalsoincreasing.Therefore,enterprisesneedtopromotetheirownproducts.Throughavarietyofpromotionalactivities,enhancethebrandawarenessofproducts,letmorepeopleknow,soastoimprovethemarketcompetitivenessofproducts.TakingYunnanBaiyaotoothpasteproducedbyYunnanBaiyaoGroupasanexample,thispaperstudiestheproblemsexistinginitspromotionstrategy,andputsforwardtheimprovementplanandsafeguardimplementationmeasures.Keywords:YunnanBaiyaogroup,YunnanBaiyaotoothpaste,promotionstrategy本科论文目录1绪论................................................................................................................................................................1.1研究背景与意义................................................................................................................................1.1.1研究背景................................................................................................................................1.1.2研究意义................................................................................................................................1.2研究现状.............................................................................................................................................1.2.1国外研究现状..........................................................................................................................1.2.2国内研究现状..........................................................................................................................1.3研究内容和研究方法.........................................................................................................................1.3.1研究内容..................................................................................................................................1.3.2研究方法..................................................................................................................................1.4相关理论概述.....................................................................................................................................1.4.1促销及其功能..........................................................................................................................1.4.2人员推销策略..........................................................................................................................1.4.3营业推广策略..........................................................................................................................1.4.4公共关系..........
