Bamboo-queen Sanitary Napkin Brand Marketing Strategy Research

As one of the necessities of daily life,sanitary napkins have a huge consumption market.The Chinese market has also emerged a variety of different sanitary napkin brand,market competition is increasingly complex and in-depth.In this mature industry,Bamboo Princess brand as a new brand will face enormous competitive pressure.This article through the use of PEST tool,this paper makes a theoretical analysis on the Bamboo Princess brand which the macro market environment,then the Bamboo Princess of the brand's market environment of core market-based on Bamboo Princess brand in Shandong to sort out,and with the help of consumer research of this tool on the target consumer preferences in-depth grasp.Then through the Potter five forces model,in-depth discussion on the present situation of industry competition,and then through the SWOT analysis,the establishment of the Bam boo Princess brand strengths and weaknesses,opportunities and threats,so as to formulate the development strategy and path of the corresponding brand bamboo princessAt the same time SPT theory to grid to target consumer use,core concept and brand culture to build brand bamboo princess,the key factor to seek and explore the emotional and cognitive value,recognition of target consumers,the core demands of Bamboo Princess brand communication.Finally,using the marketing theory of 4P to study the Bamboo Princess sanitary napkin brand this new brand in the competition has been very intense,mature health products industry,through the use of targeted brand marketing into the market competition,in order to gain a foothold in the market in Shandong.With the exploration of Bamboo Princess brand marketing,is expected to the small and medium-sized enterprise brand operation to conduct a preliminary exploration,the brand positioning and strategic choice of path of operation status of the brand represented by Y company of small and medium-sized enterprises and based on mining in-depth assessment,to determine the goal of brand strategy,and the formulation of the realistic implementation of brand marketing strategy,to help improve its brand market structure,carries on the detailed explanation of its brand marketing strategy formulation,in order to brand operation and management of small and medium-sized enterprises to provide reference and reference.