立白洗衣液市场调查与分析
立白市场营销调查报告
Word Count: 2074IntroductionGuangzhou Liby Enterprise Group Co., Ltd. is a large daily chemical enterprise, founded in 1994. In the country's reform and opening up policy and the Party committees, governments, community care, support and help, Liby Group, both to maintain a rapid growth in recent years, China's comprehensive strength ranks the top three washing industry.Liby Group has world-class R & D level, world-class production equipment.As always uphold the integrity of corporate management, the operating principle of taxation by chapter, Liby Group has become a banner of national daily chemical industry, the development of the white establishment by the government and the community widely recognized Liby Group's extensive marketing network throughout the country, the country has ten production bases, more than ten thousand employees.This report includes an explanation of what is marketing. Also describes how to use marketing skills to expand market share. Liby Group's market survey, the concept of market segmentation, target market and market positioning. There are macro environmental factors and micro environmental factors impact of marketing strategy. How consumer behavior affect the consumer market.1. Comparing alternative definitions of marketing. (Outcome 1.1)(1) “Marketing is an organizational functionand a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholder s.”-American Marketing Association .2004(2) Marketing is through individual and collective creation, sale of goods, and other free exchange of products, in exchange for the process of what they want(3) Marketing is to meet the needs of others, but also make their own interests were.2. Identifying the main characteristics of Liby as a marketing-oriented organization. (Outcome 1.2)There are many in society's guiding ideology of competition. Organizations are under the direction of a particular concept, engaged in marketing activities. These ideas include:1 .The production conceptProduction concept is one of the oldest marketing concepts. Producers only care about the production of products, how to reduce production costs. Expand the market, increasing distribution outlets,greater coverage. Some companies in order to expand the market will take this approach.2 .The product conceptUnder the guidance of the concept in the product, the producer is committed to producing quality products. Continuously improve product quality, but without considering the needs of the market.3 .The selling conceptSelling concept, is actively marketing and active promotion, it is that consumers and businesses will not completely buy a product, so through marketing. Under the guidance of the selling concept, producers seeking only to sell their products to produce, rather than selling the customer needs.4 .The marketing conceptMarketing concept based on the consumer as the center, according to market demand and customer requirements, production of customer and market need. And Marketing department to become the command and coordinating center of the entire production and business activities5. The societal marketing conceptThe concept of social marketing is centered on the long-term interests of the marketing concept is the concept of the marketing additions and amendments.Liby company:Through market research, Liby Group established target market, the production of products of various customer needs. For example, Liby Group, according to their own products, to establish the main target was a housewife, according to the needs of housewives, producing low-cost and practical necessities. Liby Group is committed to meet customer needs, which makes it better than its competitor’s access to customer recognition, more profit. And establish long-term profitable customer relationships.3. Explaining the various elements of the marketing concept.1. Customer Demands:朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 名词1. passing2. 动词1. pass2. adopt3. pass through4. traverse5. transit6. carry3. 副词1. past4. 介词1. through2. by3. via4. by means of5. by way ofDemands are wants for specific products backed by an ability to pay.2. Targeting Markets:In the market, not the same for each consumer demand, marketers are hard to make every consumer satisfaction. In response to this phenomenon, marketers began to market segmentation. Through consumer psychology, behavioral differences were subdivided into various groups, which is market segmentation. And select the most likely target customer groupsfor service, which is the target market.3. Marketing Mix:Marketing mix is the company to achieve a set of marketing tools for marketing purposes. McCarthy summarized into four categories tothese tools, called 4P, Including: Product, Price, Place and Promotion.For example: Liby Quzibaquanxiao washing powder Product Liby Quzibaquanxiao washing powder in a package specificationis 1.8kg, it's quality in the market is good. Its performanceis mainly reflected in the clean-up of stubborn stains morethan other products clean.Price Liby Quzibaquanxiao washing powder in a package price is nothigh, because the purchasing powers of targeted housewives arenot high.Promotion Liby Quzibaquanxiao washing powder for its target market,developing a series of ads, promotions, such as buy one get one and so on. Also through personal selling and direct marketingto sell products.Place Liby Quzibaquanxiao washing powder for its target market, themerchandise sales sites are mainly located in the vicinity ofresidential areas is conducive to housewives to buy.4. Marketing Planning:The marketing planning process consists of analyzing marketing opportunities; selecting target markets; designing marketing strategies; developing marketing programs; and managing the marketing effort.4. Identifying and assessing the benefits and costs of Liby using a marketing approach. (Outcome 1.4)Liby is a customer-centric company. So the product must meet customer needs, thereby enhancing customer loyalty. For loyal customers, the company lower costs for their services, because they know thequality of products and prices. So in a way, they are also the company's salesman. To some extent and therefore reduce the company's marketing costs.Liby Group, its products are daily necessities, so basically advertising theme is very close to real life. So customers feel warm to establish a good corporate image. Because the cost of a new customer to 5 times the old customers, this is why to avoid the loss of customers.To do to avoid the loss of customers, company must make the customer satisfied. Only customer satisfaction, companies can gain long-term interests.5. Identifying and explaining macro and micro environmental factors which influence Liby’s marketing decisions. (Outcome 2.1)The market environment comprises all aspect of market which affect the company’s relationship with its customers and the patterns of competition.Market environment include micro environment and macro environment.Macro Environment:1. Demographic environment:As China's population is very large, so China's market potential is very great. Meanwhile, China has also made a lot of labor.2. Economic environment:Since the reform and opening up, China's market economy become more perfect. People's purchasing powers are increasingly high.朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 代词1. 你2. 您3. 你们4. 侬5. 尔3. Nature environment:China has rich natural resources. For example, vast land that is helping set up factories.4. Political/legal environment:With powerful national strength of China, China's political and legal environment is also more democratic, more perfect. For businesses and protecting the legal rights of individuals are also more powerful5. Technological environment:As economic development and opening up, China's technology are more powerful.6. Social culture environment:Extensive and profound Chinese culture, cultural environment is very prosperous.Micro Environment:1. Suppliers:The quality of suppliers determines the cost of the product level, the reason why Liby product prices low, not only because of its technology, but also thanks to its suppliers.2. Publics:Because Liby products are mainly for sale to housewives, so the ads for these products are very easy to understand. At the same time, this ad also makes more public know Liby Group's products to increase product sales.3. Competitors:The strength of competitors, to a certain extent, affect the company's share of sales, therefore, we can not ignore the existence of competitors. Liby competitors are Procter & Gamble, Unilever. This is a capital, branding, marketing and management of the race; it must be taut nerves, fast run. Liby through proper marketing strategy, is slowly catching up P & G, Unilever.4. Customers:Customer satisfaction, sales in the products and enterprises can profit. Liby Group is a customer-centric company. Therefore, Liby's products through market research, according to the needs of the customer tailored. Purpose is the pursuit of customer satisfaction.5. Marketing intermediaries:The position of marketing intermediary in the market environmentcan not be ignored. Liby is through the establishment of the right marketing strategy and strong marketing agency, and slowly increasetheir market share.Through the above analysis, we find that these environmentalfactors are important factors affecting work environment. For example, changes in suppliers to determine the level of cost of the product, leading companies need to adjust prices. So, marketing workers must pay close attention to these factors, and constantly adjust their strategies.6. Proposing segmentation criteria to be used for two products in different markets of Liby (outcome 2.2)7. Outlining the factors which influence the choice of Liby’s targeting strategy. (Outcome 2.3)Factors which influence the choice of targeting strategy are:· Market size· The current demand· Com petitive situation.· Growth· ProfitabilityWhen the Liby establish targeting strategy, the firm must look at two factors: the segment’s overall attractiveness and the company’sobjectives and resources. Does a potential segment have characteristics that make it generally attractive, such as the current demand? Dose investing in the segment make sense given the firm’s objectives, competencies, and resources? Some attractive segments may not mesh with the company’s long-run objectives, or the company may lack one or more necessary competencies to offer superior value.8. Explaining how buyer behavior affects Liby’s marketing activities in two different buying situations. (Outcome 2.4)Liby washing powder LowpriceMain function isto remove stubbornstains.Sales targetfor thehousewives.Traditionalwomen'schoicesLiby Chaojieroushun Laundry Detergent HighpriceMain function isto remove thestains and makeclothes suppler.Sales targetsfor the higherincomeYoungpeople'schoiceConsumer buying behavior is that consumers in order to meet their personal or family life took place decision-making process to buy goods.A consumer’s buying behavior is influenced by cultural, social, and personal factors. Cultural factors exert the broadest and deepest influence.Culture, subculture, and social class are particularly important influences on consumer buying behavior. Culture is the most fundamental determinant of a person’s wants and behavior. In addition to cultural factors, a consumer’s behavior is influenced by such social factors as reference group, family, and social roles and statuses. Consumer buying decisions are also influenced by personal characteristics, including the buyer’s age; stage in the life cycle; occupation; economic circumstances; personality and self-concept; and lifestyle and values.The target customer of Liby washing powder is low-income housewives. They don’t have more money, and their family members work is physical labor primarily. So they are more concerned about price and quality of products. And their low level of education, so the main source of information is television and other people's comments. Therefore, for these factors, the Liby should be set to increase advertising, improve market visibility, and improve the cleaning ability of the product.And the target customer of LibyChaoJieRouShun cleaning mixture is a group of high income and fashionable white collar. They have a high income, and their families are engaged in mental activities. They are highly educated, so they focus on product visibility and level of protection for clothing. The requirements for the target market, Liby should raise brand awareness and the level of protection products on the clothes.朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 副词1. moreover2. in addition2. 介词1. saving2. except for3. save3. 连词1. and2. saving3. save显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 名词1. expert2. authority2. 动词1. communicate2. notify3. connect4. lead to5. understand6. know7. go to8. open up9. clear out10. tell3. 形容词1. through2. common3. open4. coherent5. logical6. whole7. all4. 副词1. throughConclusion:Through the above analysis, we can know the definition of marketing and as a qualified marketing staff must learn these marketing means the following: 1, Understand customer needs; 2, Establish the target market; 3, To segment the market; 4, Understand the market environment and environmental factors on the impact of marketing programs; 5, Clear analysis of consumer behavior.Through this report, so I learn more about Liby Group. It also made me a better understanding of marketing techniques and importance.Bibliography:Liby’s homepage：。
立白洗衣液抢占市场的差异化营销分析
立白洗衣液抢占市场的差异化营销分析
立白洗衣液一次漂洗所达效果相当于标准洗衣粉的三次漂洗，洗衣液所需用水量却只有洗衣粉的三分之一。
因此在刚性需求刺激下，洗衣液的总投入比洗衣粉更经济实惠。
除了终端消费需求生变等外在动因外，原料成本不断高涨进一步摊薄了洗衣粉的利润空间，毛利润率已远低于20%，而洗衣液的毛利润率却达到30%以上。
此外，洗衣粉的价格已经基本透明洗衣液在价格上有更多的回旋余地。
洗衣液市场价格大战不可避免，现有的市场格局也将重构。
但是，面对一个这样日益激烈的市场，价格战并不是一个最明智的举措，因为洗衣液的利润也将逐步被挤干，而产品质量才是最重要的决胜砝码，只有不断推出具有市场竞争力的优质产品才是根本。
同时，品牌建设和品牌包装仍是不可忽视的一个重要环节。
尽管洗衣液大幅降价已成必然趋势，但并非每个品牌都能承担的起这样的降价竞争，一些没有技术优势、生产能力不够的小企业，必将在这场竞争中淘汰。
作为洗衣液品类前三位的立白洗衣液，在抢占市场的策略上更是制定差异化营销升级，巧妙地借势能吸引大量高学历，高消费能力人群的《我是歌手》节目，深化传播立白品牌“高端洗护”的产品定位，细化品牌在高端市场的站位，将“精致洗护”新定位迅速广泛地传播到消费者中。
立白集团通过立白洗衣液系列尤其是新媒体平台，全方位，近距离与消费者互动以及情感沟通，将“精致洗护”的产品理念和生活理念真正地呈现到年轻消
费者面前。
立白洗衣液PPT
洗衣液品 牌概况
竞争品牌 概况
1、洗衣剂总体介绍
• 洗衣剂主要有洗衣皂、洗衣粉和洗衣液3大种类。 • 2006年：全国洗涤用品总量618.18万t，同比增长9.21%。 • 2008年：全国洗涤用品总量597.89万t，其中洗衣粉为335.3
万t，肥（香）皂产量74.75万t，但洗衣液占洗衣剂总量比 率上升为3%。 • 2009年：洗衣液占洗衣剂的总量比例提升至4%，销售额更 是占了7%。洗衣液正以每年100%~200%的速度增长。
2、洗衣液品牌概况
竞争品牌选择
主要根据价格、目标消费者、市场 占有率这三方面考虑选定了立白的 目标消费者为：奥妙、汰渍、蓝月 亮
PK
蓝月亮
汰渍
奥妙
3、竞争对手概况
蓝月亮
奥妙
汰渍
蓝月亮，市场份额 全国第一，是中国 洗衣液市场的领军 者，连续八年获得 全国销量冠军。市 场份额占整个洗衣 液市场的40% 以上。
洗衣液 价格偏高，功能多，去污能力强，高环保，适用中上收入人群
洗衣粉 价格较低，相对去污能力较弱，不环保，适合较低收入的人群。
洗衣皂 价格低，去污能力弱，不环保，适合低收入人群。
目前洗衣粉的产品概念已为广大消费者所接受，人们已经形成了相对稳 定的定势消费心态；而且，目前洗衣粉产品的功能和品种尚能满足消费 需求，消费者对洗衣用品暂时未有强烈的替代品期待，因此，这一时期 推广洗衣液产品，必须：一、进行洗衣液产品与洗衣粉的功能比较，突 出其无可比拟的优点，从理智上引导消费。二、树立一种消费新潮的产 品概念，首先吸引一批具有超前意识和赶潮心态的消费者试用产品，创 造一个崭新的洗衣市场消费用品。
“我喜欢买品质突出且不同寻常的产品。” “我喜欢逛商店买最具有性价比的产品”
洗衣液市场调查报告(精选多篇) - 调研报告
洗衣液市场调查报告(精选多篇) - 调研报告第一篇：洗衣液市场营销营销策略活动背景：洗衣液的市场正以年均27%的速度增长，最近3年的复合增长超过100%，洗衣液市场具有很大发展空间。
洗衣液比洗衣粉使用方便，环保、不伤手，洗衣液比洗衣粉更受欢，尤其针对大学校园学生群体。
学校较近的超市没几家，品种不齐全，苏果超市的价格较贵。
营销策略（1）、目标市场：洗衣液比较受校园学生的欢迎，主要针对大学生，及校园职工，男女适用。
（2）、市场定位：大学生男同学懒得洗衣服，更希望超强去污能力的洗衣液，女生更喜欢带有清新，一定香味的洗衣液。
营销组合（1）、产品组合选取较受欢迎的十大品牌作为推销对象，其有蓝月亮，卫新，安利—丝白，奥妙，汰渍，帮帮洁霸，开米，绿伞，金芳，维特红月亮等其他的价格易接受洗衣液。
同时采取洗衣与护理相结合的捆绑销售，以及香味，无香味的单独推销。
（2）、价格策略小包，大包相结合，或者单独计价。
小包一般在6元到12元之间，大包一般在13至25元之间。
小包大包相结合在10至17元之间.（3）、渠道策略（1）条幅：将条幅挂于校园内人流量大的地方或显眼的地方，借此向全体经过的学生，简要介绍产品，提高品牌的知名度(2) 传单：以“”为主题的传单，传单上除了写活动时间和地点外，还简要介绍产品，可以达到双赢的效果。
(3) 海报：海报将是我们宣传的主要媒介，关注度也高，写着公司和品牌的商标。
(4) 展板：每次活动都将出来两块展板，分别放在教学楼门口和餐厅门口，展板上内容翔实，以促进活动的宣传。
（5）网络：每次活动都会及时在校园论坛和班级xx群等站点进行宣传。
（4）、促销策略（1）、买2大包的附有价值2到3元的小赠品，如面纸，钥匙环,等（2）、满40元，打9折。
（3）、团购的话，可以打八折。
第二篇：关于洗衣液的调查问卷关于2xx年某地区消费者对立白洗衣液满意程度的调查问卷尊敬的先生/女士：您好!我们是xx公司的调查人员，受立白公司委托，为了更好的了解广大消费者对立白洗衣液的满意程度，更好的为广大消费者服务，特制定此份调查问卷，此次调研采用街头拦截法。
洗衣液市场分析及规划
洗衣液市场分析及规划引言概述：洗衣液是家庭日常生活中必不可少的清洁用品，随着人们生活水平的提高和消费观念的改变，洗衣液市场也逐渐壮大。
本文将对洗衣液市场进行分析，探讨市场现状及未来发展趋势，并提出相应的市场规划建议。
一、市场现状分析1.1 洗衣液市场规模- 洗衣液市场规模逐年增长，市场容量不断扩大。
- 消费者对洗衣液的需求量逐渐增加，市场竞争激烈。
1.2 品牌竞争情况- 洗衣液市场上存在着多个知名品牌，如立白、威露士等。
- 各品牌在市场上通过产品质量、价格、宣传等方面展开激烈竞争。
1.3 消费者需求变化- 消费者对洗衣液的要求不仅停留在清洁效果上，还注重环保、健康等因素。
- 消费者对洗衣液的品牌忠诚度逐渐提高，品牌影响力成为市场竞争的重要因素。
二、市场发展趋势分析2.1 绿色环保趋势- 消费者对环保意识的提高，促使洗衣液市场向绿色环保产品发展。
- 绿色环保洗衣液将成为未来市场的主流产品。
2.2 产品创新趋势- 洗衣液市场将会出现更多的功能性产品，如抗菌洗衣液、柔顺剂一体化产品等。
- 利用科技创新，推出更加智能化的洗衣液产品，满足消费者不同需求。
2.3 电商渠道发展趋势- 电商平台的兴起使得消费者购买洗衣液更加便捷，线上销售渠道将成为市场发展的重点。
- 洗衣液品牌需要加强线上推广和销售，提高品牌在电商渠道上的曝光度。
三、市场规划建议3.1 品牌差异化竞争- 洗衣液品牌应该通过产品创新和品牌建设，形成明显的差异化竞争优势。
- 品牌要注重产品质量和服务，提高消费者满意度，树立品牌形象。
3.2 绿色环保产品研发- 洗衣液企业应该加大对绿色环保产品的研发力度，推出符合消费者需求的环保产品。
- 通过环保产品的推广，提升品牌形象，赢得消费者信赖。
3.3 多渠道销售策略- 洗衣液企业应该建立多渠道销售网络，包括传统零售渠道和电商渠道。
- 通过线上线下结合的销售策略，扩大销售渠道，提高市场占有率。
四、市场风险及对策4.1 市场竞争加剧- 洗衣液市场竞争激烈，企业需加强产品创新和品牌建设，提高市场竞争力。
立白调研报告
立白调研报告标题：立白调研报告摘要：本次调研报告以立白公司为研究对象，通过实地考察、访谈、网络调查和文献研究等方法，对立白公司的市场地位、产品特点、消费者需求等方面进行深入研究分析。
通过调研发现，立白公司已经在家庭清洁用品市场占据一定的市场份额，产品质量稳定可靠，但存在着创新能力不足和市场推广不到位等问题。
1. 引言立白作为国内知名的家庭清洁品牌，一直以来受到了广大消费者的关注和喜爱。
本次调研旨在全面了解立白公司的市场地位、产品特点和消费者需求，为其提供进一步发展建议。
2. 调研方法本次调研采用了多种方法和途径，包括实地考察、访谈、网络调查和文献研究等。
通过实地考察，了解了立白公司的生产流程、设备和生产工艺等方面的情况；通过访谈，了解了立白公司的经营理念、产品研发情况和市场销售策略；通过网络调查，收集了消费者对立白产品的意见和建议；通过文献研究，了解了家庭清洁用品市场的发展趋势和竞争态势。
3. 市场地位分析立白公司作为家庭清洁用品市场的知名品牌，一直以来具有较高的市场知名度和口碑。
根据调研数据显示，立白公司占据了一定的市场份额，但还存在着竞争压力较大的局面。
尤其是随着消费者对环保和健康的关注度提高，立白公司在环保方面的产品优势尚未完全体现，需要进一步加强绿色环保产品的研发和推广。
4. 产品特点分析立白公司的产品以洗涤剂、洗衣液和洗手液为主要产品线，其产品特点主要体现在产品质量稳定可靠、价格适中和使用方便等方面。
然而，与竞争对手相比，立白的产品创新能力较弱，产品线较为单一，缺乏差异化的竞争优势。
5. 消费者需求分析通过网络调查和访谈，调研组对立白产品的消费者需求进行了分析。
调研数据显示，消费者对立白产品的主要需求包括产品的清洁效果、成分安全性和环保性、价位合理以及产品的包装和使用便利性等方面。
此外，消费者还对产品的品牌形象和服务质量有一定的关注和期待。
6. 建议与展望在竞争激烈的市场环境下，立白公司需要加强产品创新，丰富产品线，提高产品的品质和技术含量，引领市场潮流。
立白研究报告
立白研究报告
立白研究报告
1. 引言
立白是一家全球知名的家庭清洁用品品牌，拥有悠久的历史和广泛的产品线。
本研究报告旨在分析立白品牌的市场表现、竞争优势以及未来发展趋势。
2. 市场表现
立白在全球范围内具有强大的市场地位。
根据市场调研数据，立白清洁剂在多个国家的家庭清洁用品市场中占据龙头地位。
该品牌以其高品质的产品、广告宣传和良好的口碑获得了广大消费者的认可和信赖。
3. 竞争优势
立白在家庭清洁用品市场上具有多个竞争优势。
首先，立白的产品质量和性能稳定可靠，经过多年的市场验证。
其次，品牌在广告和市场推广方面投入了大量资源，建立了强大的市场影响力。
此外，立白还注重产品创新和研发，不断推出针对性的产品以满足不同消费者需求。
4. 发展趋势
未来，立白将面临一些挑战和机遇。
随着人们对清洁环境的重视程度不断提高，对环保清洁产品的需求也将增加。
立白可通过加大对环保产品的研发和推广来满足这一需求。
此外，电商渠道的兴起也给品牌带来了新的销售机会，立白可以与电商合作，拓宽销售渠道。
5. 结论
立白作为一家全球知名品牌，在市场表现和竞争优势方面取得了显著成就。
未来，通过加强产品创新、拓宽销售渠道和关注环保需求，立白有望进一步提升在家庭清洁用品市场的竞争力。
立白洗衣液广告策划书
立白洗衣液广告策划书一市场调查分析1.市场营销环境在国内，洗衣粉市场仍是市场绝对主角，占洗衣剂市场份额70%以上，洗衣液只有19%。
目前中国洗衣液市场以年均27.2%的速度增长，最近三年的复合增长超过了100%。
从2008年的4%增至2010年的19%，预计2015年达到30%。
所以通过分析，中国的洗衣液市场是个潜力巨大的市场。
2.产品（1）立白主要产品描述立白超洁柔顺洗衣液功能：去污、柔顺、无磷、低泡、飘香、耐硬水、易漂洗产品特点：强力去污：特有阴离子表面活性剂及洁净加强剂，能快速渗透到衣物，纤维深处，全面分解顽固污渍，令衣物干净爽洁。
气味清香：特含有柠檬精华，长效留香，使衣物长久散发怡人清香。
无磷：无磷可生物降解，防止水质变臭，对环境友好。
耐硬水：耐硬水配方，软硬水，高低温均有良好去污效果。
易漂洗：遇水后迅速溶解，低泡沫，易漂洗，节约用水。
用途：用于棉，麻，丝，毛，合成纤维及混纺等各种质地衣物。
同时适用于儿童衣物、内衣等贴身衣物。
机洗，手洗均可。
立白全效护理洗衣液产品亮点：轻松去除衣物表面和纤维深层顽固污渍，更具加倍柔顺、易漂易清、去味留香、去除静电等功效。
特含护色涤彩因子，保护衣物原色，令白衣亮白、彩衣鲜艳！中性配方，温和无刺激，不伤衣物不伤手，不含磷，安全更环保。
适用范围：适用于棉、麻、丝、毛、合成纤维及混纺等各种质地衣物，同样适用于婴幼儿衣物、内衣等贴身衣物。
功能：加倍柔顺、深层去污、易漂易清、无磷环保、防止静电、中性温和、蔷薇香氛、护衣护色、加倍柔顺、全效合一。
立白去渍霸衣领净二合一洗衣液超强去顽渍、不伤衣、不伤手、添加衣领净成份。
主要成份:衣领净精华,表面活性剂,活性蛋白酶,助漂剂,荷花香氛。
适用范围:广泛适用于棉、麻、丝、毛、合成纤维、混纺、呢绒等各种材质衣物,婴儿衣物、内衣等贴身衣物同样适用。
不伤手立白洗衣液的策划方案；创新科技立白特有的不伤手配方，立白去渍霸天然护色洗衣液含有多种来自天然的洗涤成分，对环境无害，对人体安全。
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7 26 19 52
13.46% 50% 36.54%
15、您在选择洗涤产品时考虑的因素有？
[多选题]
选项
小计
比例
A、品牌知名度 B、价格 C、洗衣效果 D、广告效应 E、促销活动 F、容量大小 G、包装 本题有效填写人次
31 40 39 3 23 21 5 52
59.62% 76.92% 75% 5.77% 44.23% 40.38% 9.62%
80.77% 17.31% 1.92% 0%
6、请问您使用过立白洗衣液吗？
[单选题]
选项
小计
比例
A、有(跳转到第 8 题) B、无(跳转到下一题) 本题有效填写人次
25 27 52
48.08% 51.92%
7、请问您没有选择立白洗衣液的原因是什么？(多选题)
[多选题]选项小计比例A、价格贵 B、无法把握使用量 C、不易清洗 D、个人习惯 本题有效填写人次
12、请问您对立白洗衣液的价格如何评价？
[单选题]
选项
小计
比例
A、非常满意 B、满意 C、一般 D、不满意 本题有效填写人次
4 10 37 1 52
7.69% 19.23% 71.15% 1.92%
13、请问您使用过其他洗衣液产品吗？(多选题)
[多选题]
选项
小计
比例
A、蓝月亮 B、卫新 C、汰渍 D、碧浪 E、安利丝白 F、奥妙 G、绿伞 H、金纺 I、其他 其他 本题有效填写人次
总结
根据数据表明，虽然立白洗衣液是节 目《我是歌手》的赞助商，但使用率 不是最高。 较多数人们在购买商品时比较注重价 格而非外观。 立白洗衣液应加大在杂志和网络上的 广告宣传，以及大力地对在读学生进 行宣传。
立白洗衣液市场调查 数据分析
本报告数据的收集与分析来自于问卷 星问卷调查网站。通过在线问卷调查， 整理出关于立白洗衣液的相关数据。
调查时间：2014年10月 调查人数：52人
4、您通常洗衣服的方式是？
[单选题]
选项
小计
比例
A、自己手洗 B、洗衣机洗 C、洗衣店洗 D、其他 本题有效填写人次
42 9 1 0 52
33 0 23 6 0 18 4 4 6 6 52
63.46% 0% 44.23% 11.54% 0% 34.62% 7.69% 7.69% 11.54% 11.54%
14、如果立白洗衣液价格提高，款式种类增加，您会增加对其的购买吗？
[单选题]
选项
小计
比例
A、会 B、不会 C、不清楚 本题有效填写人次
63.46% 21.15% 15.38%
10、请问您是从何得知立白洗衣液这个产品的呢？(多选题)
[多选题]
选项
小计
比例
A、电视广告、广播 B、网络 C、杂志书籍 D、超市卖场 E、亲戚朋友 F、其他 本题有效填写人次
44 1 2 28 7 4 52
84.62% 1.92% 3.85% 53.85% 13.46% 7.69%
2 1 2 27 27
7.41% 3.7% 7.41% 100%
8、请问您觉得在立白洗衣液的特点中，令您满意的有？(多选题)
[多选题]
选项
小计
比例
A、香味持久 B、去污有效 C、温和不伤手 D、环保 E、价格合理 F、其他 本题有效填写人次
13 13 8 1 14 4 25
52% 52% 32% 4% 56% 16%
9、请问您在使用洗衣液时倾向于哪类包装？
[单选题]
选项
小计
比例
A、瓶装 B、袋装 本题有效填写人次
29 23 52
55.77% 44.23%
11、以 1000ml 立白洗衣液为例，其价格大约为 20 元，您可以接受吗？
[单选题]
选项
小计
比例
A、可以 B、不可以 C、不清楚 本题有效填写人次
33 11 8 52