摘要：随着中国经济的发展，公共的卫生清洁产品和擦拭类产品市场日趋成熟，而且市场竞争也越发激烈。爱生雅公司是一家外资企业，虽然在欧洲是排名第一的卫生消费品公司，但在国内刚刚起步，面临众多挑战，所以进行市场细分、确定目标市场、制定有效得营销策略对于其品牌多康在国内的发展十分重要。本文对爱生雅公司商用消费品多康的市场营销现状、宏微观营销环境、内外部优劣势进行完整、系统的分析。从中发现其在营销策略中的不足，根据其现有情况重新进行市场细分与定位，并为其提出切实可行的市场营销策略建议。
关键词：爱生雅公司 商用消费品 多康 营销策略
Abstract: With the development of China’s economy, the marketing of public cleaning and wiping products is becoming mature, and increasingly competitive. SCA is a foreign enterprise, which rank the first in the field of hygiene products in Europe, but it just started development in China with many challenges. So it is very important for its brand “TORK” to do market segmentation, target market selection and develop an efficient marketing strategy. Having a complete and systematic analysis to SCA’s commercial marketing of consumer goods, macro- and micro-environment, internal and external factors, we have found the problems in its marketing strategy. This paper will re-determine the marketing segmentation and positioning, and put forward the marketing strategy for its practical recommendations.
Key word: SCA commercial consumer products TORK marketing strategy
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