本文运用菲利普.科特勒的消费者行为等营销理论，通过对目标消费
者的消费行为和我国儿童消费品行业供应状况等方面进行调查研究，以
韩国营销学者W.钱.金和美国营销学者勒妮.莫博涅的蓝海战略为战略指
导，结合美国营销学者Jerry McCarthy 的“4P”理论，为儿童消费品
企业建立了一套基于消费者行为的市场营销策略。全面论述了处于市场
扩张期的儿童消费品企业在“渠道建设”、“店铺开发”、“商品企
划”、 “品牌推广” 和“会员营销”等方面的营销方案，以加强企业
的市场竞争优势。

关键词：消费者行为、消费者调研、蓝海战略、市场细分、目标市
场、企业定位、4P、渠道设计、店铺开发、商品企划、品牌推广、会
员营销
ABSTRACT
Based on facts of company B, this thesis researched the marketing
strategy of a children’s consumer products company.
This research tried to formulate a complete marketing strategy through
analysis of target market consumers’ behaviors and supply-demand facts of
Chinese children’s consumer products industry, with reference to Philip
Kotler’s consumer behavioral theory. Also, the blue sea strategy by W.Chan
Kim and Renee Mauborgne and “4P”theory by Jerry McCarthy were also
considered.
The content covered “Channel strategy”, “store development”, “products
planning”, “brand promotion” and “membership marketing” in a rapid
expanding Children’s consumer products market.
Key Words: consumer behavior, consumer market survey, blue sea
strategy, market segmentation, target market, market positioning, 4P theory,
market channel strategy