| 摘要 | 第1-6页 |
| ABSTRACT | 第6-11页 |
| Introduction | 第11-12页 |
| Chapter 1 Business profile of Shanghai Jahwa | 第12-14页 |
| ·Introduction of Shanghai Jahwa | 第12页 |
| ·Major brands of Jahwa | 第12-13页 |
| ·Why choose Shanghai Jahwa | 第13-14页 |
| Chapter 2 The Characteristics of Chinese household chemicals industry | 第14-19页 |
| ·Tremendous market and rapid growth | 第14-15页 |
| ·Tremendous mid-and low-end markets | 第15-16页 |
| ·Trends of breaking down of the market | 第16页 |
| ·Extremely fierce competitions | 第16-17页 |
| ·Foreign brands lead in China | 第17页 |
| ·Local enterprises is on the rise | 第17-18页 |
| ·Household chemical industry needs merger and restructuring | 第18-19页 |
| Chapter 3 Consumer demand analysis | 第19-26页 |
| ·Analysis of the demands for household chemicals | 第19-24页 |
| ·Demand for brand | 第19-20页 |
| ·Demand for functions | 第20页 |
| ·Demand for quality | 第20-21页 |
| ·Demand for price | 第21-22页 |
| ·Demand for communication | 第22-23页 |
| ·Demand for channel | 第23-24页 |
| ·Consumers’attitude towards foreign and native brands | 第24-26页 |
| Chapter 4 Analysis of competition environment | 第26-34页 |
| ·Potential entry of new competitors | 第26-27页 |
| ·Potential development of substitute products | 第27页 |
| ·Bargaining power of customers | 第27-28页 |
| ·Bargaining power of suppliers | 第28-29页 |
| ·Rivalry among competing firms | 第29-34页 |
| ·Toilet water | 第29-30页 |
| ·Bath liquid | 第30-31页 |
| ·Cosmetics | 第31-32页 |
| ·Pro and cons for foreign-funded companies | 第32-34页 |
| Chapter 5 Analysis for internal circumstance | 第34-38页 |
| ·SWOT analysis for Jahwa | 第34-35页 |
| ·Advantages | 第34页 |
| ·Disadvantages | 第34页 |
| ·Opportunities | 第34页 |
| ·Threats | 第34-35页 |
| ·Profile of Jahwa’s major brands | 第35-36页 |
| ·Liushen | 第35页 |
| ·Maxam | 第35-36页 |
| ·Herborist | 第36页 |
| ·Boston analysis on Jahwa’s major brands | 第36-38页 |
| Chapter 6 Innovated brand system for Shanghai Jahwa | 第38-50页 |
| ·Consumer analysis by age and gender | 第38-43页 |
| ·Consumer analysis by income | 第43-46页 |
| ·Analysis by fashion factor | 第46-47页 |
| ·Analysis by Ads attitudes | 第47页 |
| ·Consumer classification | 第47-48页 |
| ·Choice of target groups for Shanghai Jahwa | 第48-50页 |
| Chapter 7 Choice of branding strategies for Shanghai Jahwa | 第50-59页 |
| ·Introduction of the existing branding strategy | 第50页 |
| ·Choices of the branding model | 第50-51页 |
| ·Branding direction for Shanghai Jahwa | 第51-53页 |
| ·Analysis by SPACE Matrix | 第51-52页 |
| ·Analysis by SWOT Matrix | 第52-53页 |
| ·Branding strategies recommendations | 第53-55页 |
| ·Assessment for branding strategies | 第55-56页 |
| ·Choices of the brand positioning | 第56-59页 |
| ·Ways of brand positioning | 第57页 |
| ·Positioning proposals for Liushen | 第57-58页 |
| ·Positioning proposals for Maxam | 第58-59页 |
| Final comments | 第59-63页 |
| APPENDIX | 第63-64页 |
| ACKNOWLEDGMENTS | 第64-65页 |
| PUBLICATION | 第65页 |
