Shaping Strategy Study Based On Oral Care Products Industry Brands

Since reform and opening-up, people’s standard of living is higher and higher, health consciousness is more and more strong. Personal hygiene products, therefore, was more and more people’s concern and attention. Clean personal care products market in China since2000an average growth rate of23.8%, the fastest date even reached42%growth rate. With over1.3billion people in China, the market demand is huge, the potential is considerable. Currently, oral cleaning products market with the foreign big enterprise control is given priority to, our country small and medium-sized enterprises in the market place is narrow. Procter&gamble and Unilever "two big multinational company, with its strong advantages in capital, technology and brand, become the dominant land animals of the Chinese cosmetic market, control the vast majority of market share. They purchase or forcing some local brands, formed a monopoly to a certain extent. Local enterprise brand competitiveness is weak, to the scientific research innovation ability is low, so can only be in the low-end market,hard to survive. As the international brands will reach further extends to the low-end market, local oral cavity clean and care product brand will face more severe challenge Based on this, this article choose local oral cavity clean and care products brand shaping strategy as the research object, hope through this research, can provide useful reference for local cosmetic companies.Based on the above background, this paper based on the related theory analysis of branding, and the use of case analysis and contrast analysis, explore Chinese oral cleaning care products problem and sums up the relevant strategy of branding. The first chapter mainly introduced the selected topic background and significance, the branding of the relevant literature review at home and abroad, the overall framework and research methods in this paper. The second chapter expounds the brand cognitive theory, brand theory, theory of brand positioning, brand channels and relevant theory, such as branding, brand communication theory provides a theoretical basis for later analysis. The third chapter reviews the development of oral cleaning products industry in China, and analyzed the present situation of the oral cavity clean and care products market in China at present stage and the main problems. The fourth chapter in the front chapters on the basis of the analysis of conclusion and put forward our country oral cleaning care products branding strategy. Chapter fifth in yun nan bai yao toothpaste, as a case analysis in this paper, the oral cavity clean and care products in China the feasibility of the branding strategy. The sixth chapter has carried on the summary and outlook.