TST产品策略分析

TST产品策略分析(论文9700字)
摘要
    化妆品市场是中国最早对外开放的市场之一，也是在当今中国和世界竞争最激烈的市场之一，行业规模呈稳定增长的态势。因此有越来越多的企业来竞争这块市场。而在市场竞争日益加剧的今天，市场营销对一个企业的重要性是不言而喻的，市场营销是现代商品经济发展的产物,是连接市场和企业的桥梁与纽带，是一个企业的核心力量。企业的市场营销活动是以满足市场需要为中心，而市场需要的满足只能通过提供某种产品和服务来实现。因此，产品是企业市场营销组合中的重要因素，产品策略直接影响和决定着其他市场营销组合因素的管理，对企业市场营销成败关系重大。在现代市场经济条件下，每一个企业都应致力于产品质量的提高和组合结构的优化，以更好的满足市场需要，取得更好的经济效应。TST公司它在市场营销方面取得了的成功，有许多值得我们学习的地方。但依旧存在很多问题，需要改进和完善。
    本论文的主要内容是通过对TST产品现状分析，TST产品组合宽度和产品线长度，新产品的开发，品牌策略等方面来分析产品策略对一个企业发展的重要性；同时，发现TST所存在的问题，并提出相应的解决对策，为TST后续的发展提供参考价值。
关键字：产品策略 品牌策略 新产品开发 产品组合

Abstract
    Cosmetic market is one of the earliest Chinese opening to the outside market, is also in today's China and one of the world's most competitive markets, industry has a steady growth trend. So there are more and more companies competing for this market. But in today's market competition intensifying, the importance of marketing for an enterprise is self-evident, marketing is a product of modern commodity economy development, is the bridge and the link connecting the market and enterprise, is the core strength of an enterprise. The marketing activities of the enterprise are to meet the needs of the market, and the satisfaction of the market can only be achieved through the provision of a certain product and service. Products, therefore, is an important factor in enterprise marketing mix, product strategy directly affects and decides the management of other marketing combination factors, are vital to the enterprise marketing success or failure. Under the condition of modern market economy, every enterprise should focus on the improvement of product quality and the optimization of composite structures, in order to better meet the needs of the market, achieve better economic effect. TST has had a lot of success in marketing, and there's a lot to learn about it. But there are still many problems that need to be improved and improved.
Main content of this paper is through the analysis about the present situation of TST product, TST product portfolio width and length of product line, the development of new products, brand strategy and so on to analyze the importance of product strategy for an enterprise development; At the same time, the problem of TST is discovered and the corresponding countermeasures are put forward to provide reference value for the development of TST.

Keywords: product strategy  brand strategy  new product development  product portfolio

目  录
一、TST公司概况    1
（一）TST公司简介    1
（二）TST现状    2
二、产品策略基础理论研究    5
（一）产品组合策略    5
（二）新产品开发策略    6
（三）品牌策略    7
三、TST存在问题分析    7
（一）产品种类单一    7
（二）新产品开发力度较弱    9
（三）品牌知名度不够高     9
四、TST存在问题对策    10
（一）扩大产品线，增加产品项目    10
（二）增强新产品开发力度    11
（三）加强品牌建设    11
五、结语    12
参考文献    13
致谢    14