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附录二：

2023上海地区除异味剂/香味剂产品市场研究报告

上海工程技术大学广告系
2023.9

目录 Catalogue

摘要 提案要点~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~2
Summary Important points of presentation

前言 相关说明~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~3
Foreword Related elucidation

抽样方案说明Sampling project elucidation
访问方法说明interview method elucidation
记录方法说明 Statistics method elucidation
进度安排说明Degree of progress arrangement elucidation
数据说明Data elucidation
第一部分 行业综述~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~6
The first part Professions overview

市场概况General situation of marketing
主竞品牌Main opponent
第二部分 消费行为分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~12
The second part Consumes behavior analysis~

上海市场消费概况The general situation of Shanghai market consumes
消费者消费行为描述The personal consumer’s behavior describes
消费单位消费行为描述The unit consumer’s behavior describes
第三部分 销售通路与终端分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~20
The third part Sale thoroughfare and terminal analysis

消费者消费渠道The outlet of personal consumer
消费单位产品来源The unit consumer’s product source
第四部分 广告与促销分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~21
The fourth part advertising and promotion analysis

广告主题The topic of advertisement
广告创意元素 The creativity element of advertisement
广告风格The style of advertisement
促销手段The means of promotion
第五部分 SWOT分析~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~25
The fifth part Analysis about SWOT

Strength强势 Weakness弱势
Opportunity机会 Threat威胁
第六部分 我们的建议~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~26
The sixth part Our suggestion

Product 产品 Price定价
Place通路 Promotion推广
附录 问卷及其他
Appendix questionnaires and others

消费者调查问卷 The consumer investigation questionnaire
消费单位电话调查问卷The unit telephone investigation questionnaire
原始数据库（见光盘）Primitive database( see the compact disc)

报告摘要Report summary
除异味剂/香味剂是日化类快速消费品中相对年轻的产品品类。使用者重要涉及普通消费者和服务性消费单位。近年来，消费者市场发展迅猛，潜力巨大。全国市场的年消费金额约为5O亿元人民币，上海市场占到全国市场的1/8，从消费潜力上看，上海市场的总消费金额可以达成现有的2-3倍，即12-18亿元人民币。消费单位市场稳步增长。
上海市场虽相对成熟，但是总的看来仍处在自由竞争状态。已有超过20个品牌在市场上争夺份额，但真正的市场领袖并未出现，消费者的品牌忠诚也尚未形成。值得关注的重要竞争品牌涉及：上海庄臣的佳丽、小林日化的爽花蕾、香居源、江苏凯达的凯达等。
消费者与消费单位均已初步形成一定的消费习惯，特别是消费者，其品类选择、价格取向、购买使用习惯、产品特性偏好等都呈现个性化倾向。综合看来，消费者对此类产品尚有许多盼望，如提高产品的安全性、稳定性和环保性，拓展产品的类别和档次，改善产品的外观设计和包装选材等等。消费者有不满意，生产公司就有新的空间。
针对现有的市场态势，报告也为市场的新加入者提供了一些建议。

This kind of product become the day turns a product for the fast consumer goods inside is opposite and young category. The user primarily includes the common consumer and the enterprise unit with the service. In the recent years, the development of the consumer market increases rapidly and the potential is very large. The year of the national market consumes the amount of money is nearly 5 billion RMB. The market of Shanghai occupies the national market of 1/8. Seen from the consume of the potential, the total consumption amount of money of the market of Shanghai can attain current 2-3 times, just about 12-18 billion RMB. The unit market increases steadily.
Though the market of Shanghai is opposite mature, it still remains the free competition appearance. There has been fighting the quota on the market for over 20 brands, but the real leader of the market still hasn’t disappeared and the brand loyalty of the consumer also hasn’t formed.
The main competition brand that should be paid attention to includes: Glade、爽花蕾、香居源、凯达and so on. The consumer and the enterprise both have formed the first step of the consumption habit. Especially for the consumers, their choice to the category, price mindset, purchase to their usage habit and product characteristic hobby etc. presents the character tendency. In a word, consumers still have lots of expectation to this kind of products, for example the improvement of the safety of the product、the stability with the environmental protection、expanding the category of the product with the file time、the improvement of the external appearance design of the product and the packing chooses the material etc. If the consumers have dissatisfied with the products, the business enterprises will have the new space.
Aim at the current market situation, the report also provides some suggestion for the new affiliation.

前言 相关说明
Foreword of related elucidation

◆ 抽样方案说明Sampling project elucidation
样本描述The sample describes
本次市场调研的样本分为两群：消费者和服务业消费单位。
n 消费者：根据客户的规定，消费者样本量n1=384人（此样本量保证结论在95%的置信度下误差在±5%以内），实行样本量N1=400人，有效样本387人。
n 服务业消费单位：n2=50 家。

抽样方法Sampling method

本次调研中消费者样本的抽取采用成比例配额抽样的方法；消费单位样本的抽取采用随机抽样的方法。

抽样结果Sampling result

表1：计划实行消费者样本
所在区
常住人口数
占全市人口的比例
样本n1的分布
样本N1的分布
负责人
（访员编号）
浦东
240.23
14.6%
78
80
1、2、3
宝山
124.80
7.6%
39
40
4、5
杨浦
122.38
7.5%
39
40
6、7
闵行
121.73
7.4%
38
40
8
徐汇
106.46
6.5%
35
35
9
普陀
105.17
6.4%
35
35
6、8
闸北
79.86
4.9%
27
30
10
长宁
70.22
4.3%
26
30
11
松江
64.12
3.9%
24
25
12
黄浦
57.45
3.5%
23
25
13
卢湾
32.89
2.0%
10
10
14
静安
30.53
1.9%
10
10
14
总计
1156.84
71.5%
384
400

实行结果：
n 性别比例：男：女=1：4 sex comparison:Male:Woman=1:4 抽样方案拟定前，在古北家乐福、徐家汇吉买盛、正大广场易初莲花的店面观测显示，除异味剂/香味剂产品的购买者多为女性，比例约为1：4，故此拟定。调研实行中年龄构成为1：4.01，基本符合抽样性别规定。
n 年龄构成：1：2：2：2：2：1 Age composing:1:2:2:2:2:1 20-24岁：25-29岁：30-34 岁： 35-39岁： 40-44岁 ：45岁以上。调研实行中抽样年龄构成为：20-29岁占33.1%，30-44岁占51.7%，45岁以上占15.2%，基本符合抽样年龄规定。
n 教育限度：初中及以下19.1%，高中/职高/技校39.0%，大专24.5%，大学本科15.5%，研究生及以上1.8%。Level of education:Junior high school and below 19.1%, the senior high school/ skill school 39.0%, university 24.5%, university undergraduate course 15.5%, graduate student and above 1.8%.基本符合上海市人口教育限度构成。
n 家庭状况：单身30.7%，已婚没有孩子6.5%，已婚有孩子62.5%，其他0.4%。Family condition:Single 30.7%, married have no child's 6.5%, married have the child 62.5%, other 0.4%.
n 个人月收入：1500元以下49.1%，1501-3000元32.9%，3001-5000元11.5%，5001-8000元3.7%，8001-15000元3.7%。personal month income:￥1500 below 49.1%,￥1501-3000 dollars 32.9%,￥3001-5000 dollars 11.5%,￥5001-8000 dollars 3.7%,￥8001-15000 dollars 3.7%.
表2：计划实行消费单位样本
单位类别
样本量
单位类别
样本量
宾馆/酒店
25
快餐连锁店
5
公厕
5
电影院
5
（铁路/公路）候车厅
5
大型商场
5
实行结果：
n 宾馆/酒店共18家：
威斯汀酒店、花园饭店、华亭宾馆、东亚饭店、希尔顿酒店、建国宾馆、虹桥迎宾馆、齐鲁万怡大酒店、假日迎宾酒店、上海宾馆、银河宾馆、海螺之星假日酒店、上海广场长城假日酒店、光复宾馆、金轩大酒店、锦辉宾馆、上海大厦、由由大酒店
n 快餐/茶坊连锁店共5