I
摘 要
母婴用品是指以孕期哺乳期妇女和0～3岁婴幼儿为目标消费群体，满足他们各类
需求的产品，主要包括衣、食、用、行、医、教等六大类。从2006年以来，年龄结构
导致的已婚育龄妇女人数增加，以及双独家庭增多导致生育二胎家庭比例的提高，我
国现在正面临第四个“婴儿潮”的到来，大量婴儿的出生使得母婴用品零售市场不断
增长
【17】
。北京作为中国的首都，经济发展取得巨大成就，居民可支配收入的提高使
得北京市母婴用品的需求日益扩大，北京市母婴用品零售市场也蕴藏巨大的市场潜
力。在北京市母婴用品零售企业迎来良好发展机遇的同时，面临着资本的大量涌入、
电商企业的强势崛起，未来的竞争可谓风起云涌
本文以零售业态理论为依据，将北京市母婴用品零售企业划分为五种类型。并以
战略管理理论为基础，应用波特竞争力模型、核心能力理论和宏观分析法等理论和分
析工具对北京市母婴用品零售市场的现状及案例企业乐友公司的业务发展情况进行
分析，通过梳理乐友公司的发展战略及经验的总结，为北京市的其他母婴用品零售企
业提供借鉴意义
本文还以北京管庄地区为例，通过问卷调查，研究区域内消费者的消费习惯，总
结区域内各母婴用品零售企业的优势和存在的问题。调查得出的结论为北京市母婴用
品零售企业发展战略研究提供参考。同时，本文对北京市母婴用品零售企业提出的战
略建议，具有较强的可操作性，可以为其他的北京母婴用品零售企业及从业者提供决
策参考
关键词：北京市 母婴用品零售企业 行业竞争态势 发展战略研究II
Abstract
Maternal and baby products are products aiming at pregnant and lactational women
and babies of 0-3 years old as its target consuming group, to satisfy their requirements,
mainly including six categories such as clothing, food, using, transportation, medicine, and
education etc. Since 2006, our country is facing the fourth “baby boomer”for the increase
of married fertile woman caused by age structure and the proportion rising of raising
second child caused by the increase of double single-child family, which brings continuous
growth of maternal and baby products retail market
[17]
. As the capital of China, Beijing has
made great achievement in economic development. The demand for maternal and baby
products in Beijing is increasingly enlarged as the increase of people’s distributable
income, thus it has huge potential in Beijing maternal and baby product retail market. In
the circumstance of good development opportunity, there are full of
prospective competition such as enormous capital inflow, and e-business enterprise rise.
According to retail industry theory, this thesis divides maternal and baby products retail
enterprises into five categories, analyzing its present, macro-environment and competition
situation applying porter’s competitiveness model, core ability theory and
macro-analysis basing on strategic management theory. Starting from the business
development situation of the case enterprise Leyoucompany, by analyzing
Leyou company’s advantage and disadvantage, summarizing its strategy problem, the
thesis proposes countermeasure for Leyou company’s future development strategy.
The thesis also innovatively takes the questionnaire research method to survey the
maternal and baby products retail market in Guanzhuangregion, the conclusion providing
data support for Beijing maternal and baby products retail enterprise development strategy
research. In the meanwhile, the strategic suggestion proposed for comprehensive maternal
and baby products retail store and small independent maternal and baby products specialty
store is really practical, and may provide decision reference for other Beijing maternal
and baby products retail enterprise and practitioner.
Key words: Beijing maternal and baby products retail enterprises competition situation
development strategy