本科论文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..............................................................................................................................................................21.1研究背景与意义..............................................................................................................................21.1.1研究背景..............................................................................................................................21.1.2研究意义..............................................................................................................................21.2研究现状...........................................................................................................................................31.2.1国外研究现状........................................................................................................................31.2.2国内研究现状........................................................................................................................31.3研究内容和研究方法.......................................................................................................................41.3.1研究内容................................................................................................................................41.3.2研究方法................................................................................................................................41.4相关理论概述...................................................................................................................................41.4.1促销及其功能........................................................................................................................41.4.2人员推销策略........................................................................................................................51.4.3营业推广策略........................................................................................................................51.4.4公共关系................................................
