南岸区日化及产地调查分析
摘 要
近些年国内日化市场随着外资品牌的大规模进入和强势渗透，国内本土品牌显得力不从心甚至纷纷淘汰出局，随着羽西、小护士、大宝、丝宝相继嫁入“豪门”，国内能独扛民族品牌大旗，坚持到底的企业已经不多。我们仍能清楚的记得“啤酒香波”“百年润发”的奥妮广告，更为当年丝宝在终端卖场针对“宝洁们”发起的舒蕾“红色风暴”而激动着。然而，从奥妮的“出走”和丝宝的“外嫁”使我们真切的看到外企的实力和深厚积累，终端卖场“贴身肉搏”国内品牌不是对手，因为我们“内功”不足，当他们开始发力的时候，我们甚至“不堪一击”。
前几年国内一些企业通过渠道的差异化，避开在卖场的竞争，开拓外资品牌顾及不到的三四级农村市场，成功找到了一条生存和发展之路。如广东名臣、广州好迪、拉芳、隆力奇、索芙特等。但现在这些企业的好日子也不多了，宝洁、联合利华等外资品牌已经开始了大规模的“上山下乡，清剿运动”，国产日化品牌面临着前所未有的生存危机。
国内本土企业在日益恶化的竞争环境下遇到了自身发展的瓶颈。他们中很多企业曾经是国内日化行业的领跑者，曾经创造了业内多项“第一”的殊荣，经过多年来与“宝洁、联合利华们”血雨腥风的“正面较量”，大家也许都感到了力不从心、心力交瘁，相继退出一线主流市场、局于一隅甚至淘汰出局。反省之余，这些昔日行业的“老大哥”们也许都体会到低附加值品牌、低端微利产品的竞争，只会把企业拉入“死胡同”，同时，传统的竞争手段在有着深厚积累的外企面前没有任何竞争力，因此，谋求新的竞争策略，探索品牌发展之路，势在必行。
关键词：日化产业、市场结构、集中度
Abstract
The Household Chemical Products industry is one of the earliest industries elonging to the market economy in China.21cn,as people’s consciousness of ersonal skin-care arises and more attention is paid to the market subdivision,moreand more manufacturers go into the industry,and the competition is intensified.On the whole,international brands are penetrating from high-priced market into the low-priced,local ones are defending the medium-priced and low-priced market,and strong brands of other industries are spending no efforts to find a vacancy.
The theory of industrial organization is applied to calculate market concentration and analyze the evolvement.Then,Bain’s theory about barriers to entry and Porter’s five-force framework in the strategic management field is employed to explain barriers to entry.This paper constructs a model about Chinese Household Chemical Products industry by exploring AIDS(Almost Ideal Demand System)in the theory of consumer demand.Take resident expenditure and market price as independent variables,and market share as dependent variable,the change of market share and elasticity of different brands in different commodities are analyzed.
In the Household Chemical Products industry of China,the city is high concentration oligopoly,however,the rural is low concentration oligopoly,even likes atom.Finally,we get the conclusion that the relationship between expenditure and non-compensated own price elasticity and market share is almost on the opposite side.
Therefore,local brands should take the advantage of lower price and rural market and build up own brands in order to win an advantageous status which can stand against international brands,and push the market structure evolve from oligopoly t atom.
Key words:Household Chemical Products Industry,Market Structure,
Concentration
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