| 摘要 | 第2-3页 |
| ABSTRACT | 第3-4页 |
| Chapter1 Introduction | 第7-9页 |
| 1.1 Research background and meaning | 第7-8页 |
| 1.2 Research method and structure | 第8-9页 |
| Chapter2 Hair Care market environment in China | 第9-22页 |
| 2.1 Introduction of Hair Care product | 第9-11页 |
| 2.1.1 Definition and segmentation of Hair Care category | 第9页 |
| 2.1.2 History of Hair Care product industry | 第9-11页 |
| 2.2 Market scope analysis | 第11-13页 |
| 2.3 Competition analysis of Hair care products industry | 第13-20页 |
| 2.3.1 Current market competition | 第13-17页 |
| 2.3.2 Key market players | 第17-20页 |
| 2.4 Market development trend | 第20页 |
| 2.5 Channel analysis | 第20-22页 |
| Chapter3 Unilever and Hair care brands introduction | 第22-24页 |
| 3.1 Unilever introduction | 第22-23页 |
| 3.2 Hair care brands - Lux, Hazeline and Clear | 第23-24页 |
| Chapter4 Questionnaire design and implementation | 第24-27页 |
| 4.1 Objective of the survey | 第24页 |
| 4.2 The selection of research target consumers | 第24-25页 |
| 4.3 Attributes about hair care products | 第25页 |
| 4.4 Questionnaire design and implementation | 第25-26页 |
| 4.4.1 Two phases of questionnaire | 第25-26页 |
| 4.4.2 Design of the questionnaire | 第26页 |
| 4.5 Survey implementation | 第26-27页 |
| Chapter5 Market segmentation and positioning | 第27-50页 |
| 5.1 The meaning of market segmentation | 第27-28页 |
| 5.1.1 The definition of market segmentation | 第27页 |
| 5.1.2 The basic knowledge of market segmentation | 第27-28页 |
| 5.2 The way of segmentation and analysis of survey results | 第28-32页 |
| 5.2.1 Analysis of the situation of the respondents | 第29-30页 |
| 5.2.2 Data simplifying | 第30页 |
| 5.2.3 Cluster analysis | 第30-32页 |
| 5.3 The process of market segmentation | 第32-35页 |
| 5.3.1 Identify segment factors | 第32页 |
| 5.3.2 Market segmentation with cluster analysis | 第32-35页 |
| 5.3.3 Market segmentation characters and potential consumption evaluation | 第35页 |
| 5.4 Positioning method and theory (perceptual-map and perceptual-preference map) | 第35-40页 |
| 5.4.1 The meaning of Joint space map | 第35-40页 |
| 5.5 Perceptual-map and perceptual-preference map of Unilever Hair care brands | 第40-43页 |
| 5.6 Positioning of Unilever Hair care brands | 第43-48页 |
| 5.7 Conclusion | 第48-50页 |
| Chapter6 Summary and Suggestion | 第50-52页 |
| 6.1 Research limitation | 第50-51页 |
| 6.1.1 Research experience | 第50页 |
| 6.1.2 Research limitation | 第50-51页 |
| 6.2 Summary and future | 第51-52页 |
| Reference | 第52-54页 |
| Appendix | 第54-69页 |
| Acknowledgement | 第69-70页 |
| The Directory of the Article Published during MBA | 第70-72页 |
