摘要
过去几年间婴童行业的消费量每年都保持高速增长的态势,已成为我国最有
潜力的消费市场之一, 但由于中国本土婴幼服装行业起步晚，基础差，在行业发
展中仍存在诸多问题,比如高端市场被外国品牌占据，国内品牌缺乏核心竞争力，
价格战持续不断等。2012 年“棉果果”品牌婴幼儿服装在青岛创立品牌后,其产
品凭借过硬的质量和优质的服务，以及大量铺货上新等形式，在青岛婴幼儿服装
市场赢得了许多份额。按照公司的发展规划，今后将进一步拓展省内兄弟地市的
区域市场，聊城市场也囊括在内。而聊城婴幼儿服装市场本身还存在产品单一、
附加值低等诸多问题，“棉果果”品牌若想成功进入聊城市场必须做深入的研究
工作

基于此，本文拟基于市场营销学理论，从分析聊城婴幼儿服装市场现状入手，
先分析影响聊城地区婴幼儿服装品牌竞争的因素有哪些，其次对接各类影响因
素，分析“棉果果”婴幼儿服装品牌自身有哪些优劣势，最后，准确提出“棉果
果”婴幼服装进入聊城市场的精准定位，并给出合理的营销策略

因此，文章正文第一部分首先介绍了国外营销理论概述以及国内某些服装品
牌打开新兴市场的营销策略分析。第二部分列举出聊城地区婴幼儿服装存在的诸
多问题和影响消费者实际购买行为的诸多因素。第三部分介绍了“棉果果”服装
品牌的产生和发展，并运用 SWOT 分析法，分析该品牌的竞争优劣势、外部机会
与威胁，对接到各类影响因素中。及时提出该品牌进入聊城地区的目标选择和精
准定位。第四部分便结合 SWOT 分析的结果，从产品、价格、渠道、促销等方面
给出 “棉果果”品牌进入聊城市场的营销策略。最后，本文还谈到一些具体措
施，以期更好的服务于这些营销策略，保障策略的顺利开展

关键词：婴幼儿服装品牌；营销策略；聊城市场
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II
Abstract
Over the past few years, the infant child&39;s industry consumption has maintained a
rapid growth in consumption each year, has become one of the most potential
consumer market in our country, but in spite of the large market, infants clothing
market of the industry in China is still in the early stages of maturity, infants clothing
in the high-end market dominated by foreign brands, domestic brands infants clothing
uncompetitive. Cotton blended brand infants clothing since founded in 2012 in
Qingdao brand, its products with nice quality, nice service, and a lot of shop goods in
new forms, such as for their won the Qingdao chunks of infants clothing market.
According to the brand marketing strategy, will further increase investment in brother
cities in the province regional market, such liaocheng market.But the present
liaocheng infant clothing market also has a single, low value-added products. Cotton
fruit brand to successfully enter the Liaocheng market to do deep research work.
This article analyzes the background and development of the cotton blended
clothing brand, SWOT analysis, found the brand&39;s competition advantages and
disadvantages, to improve the quality of our products and enhance competitiveness
and make the brand marketing in liaocheng region precise targeting and positioning.
Combined with the result of SWOT, from aspects such as product, price, channel,
promotion of Cotton blended Liaocheng market development is given rationable
suggestions.
The first part of the article first introduces an overview of foreign marketing
theories and analysis of marketing strategies for some domestic clothing brands to
open up emerging markets. The second part lists many problems of infants and
clothing in Liaocheng area and many factors affecting the actual purchasing behavior
of consumers. The third part introduces the emergence and development of cotton
clothing brand fruit, SWOT analysis is used to analyze the competitive advantages,
disadvantages, external opportunities and threats of the brand, put forward the brand
into the Liaocheng area of target selection and precise positioning. The fourth part
combines the results of SWOT analysis, from the product, price, channel, promotion
and other aspects are cotton fruit brand to enter the Liaocheng market marketing
strategy. Finally, this article also talks about some concrete measures,in order to better
serve these marketing strategies, Ensure the smooth development of the strategy.
Keywords: Babies clothing brand；Marketing strategy；Liaocheng market；
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III
目 录
摘要I
ABSTRACT...........II
第 1 章 前 言.......1
1.1 选题背景 ....1
1.2 选题意义 ....1
1.2.1 理论意义...........1
1.2.2 现实意义...........2
1.3 国内外研究现状 ..........2
1.3.1 国外研究现状.......2
1.3.2 国内研究现状.......3
1.4 研究方法 ....6
1.5 本文的创新之处 ..........6
第 2 章 相关理论综述.7
2.1 STP 理论.....7
2.2 4p 理论 .....8
2.3 SWOT 分析方法 ...........8
第 3 章 聊城婴幼儿服装市场现状、问题以及竞争影响因素....10
3.1 聊城婴幼儿服装市场现状 .10
3.1.1 婴幼儿服装市场日趋成熟........10
3.1.2 婴幼儿服装市场竞争激烈........11
3.2 聊城婴幼儿服装市场存在的问题 .......13
3.3 影响聊城婴幼儿服装市场竞争的因素 ...14
3.3.1 成本因素..........14
3.3.2 购买习惯因素......14
3.3.3 收入水平因素 ......14
3.3.4 口碑因素..........15
3.3.5 区位因素..........15
第 4 章 “棉果果”品牌介绍以及进入聊城市场的 SWOT 分析...16
4.1 “棉果果”婴幼儿服装品牌介绍 .......16
4.1.1 公司简介..........16
4.1.2 产品理念..........17
4.2“棉果果”品牌进入聊城市场的 SWOT 分析 ...........17
4.2.1 优势..17
4.2.2 劣势..17
4.2.3 机会..18
4.2.4 威胁..18
第 5 章 “棉果果”品牌定位与具体营销策略....20
5.1 品牌定位 ...20
5.1.1 目标顾客定位......20
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IV
5.1.2 消费者心理定位....20
5.2 具体营销策略 ...........21
5.2.1 产品策略..........21
5.2.1.1 优质的产品和服务21
5.2.1.2 用创新促进产品差异化........22
5.2.2 价格策略..........22
5.2.2.1 差别定价策略....22
5.2.2.2 心理定价策略....23
5.2.3 渠道策略..........23
5.2.3.1 建立旗舰店，由点到面........23
5.2.3.2 微商营销模式....24
5.2.4 促销策略..........25
5.2.4.1 传统媒介与网络媒介相结合....25
5.2.4.2 情感促销与口碑促销..........25
第 6 章 研究结论与展望..........27
参考文献...........28
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要显示当前回显设置，键入不带参数的 ECHO。第 1 章 前 言
1.1 选题背景
随着 2014 年我国单独二孩政策的放开及 2016 年全面二孩政策开始施行，
我国短期内必将迎来新一轮生育高峰，每年新生儿新增数量将比往年多 300 万
至 800 万。这一市场信号带给国内婴幼儿用品市场尤其是童婴服装市场的影响
非同寻常，直接拉动国内婴幼儿服装用品的消费。目前，国内婴幼服装市场行
业的发展远远不能满足于社会的需要，产品和服务的供应远不能满足于市场容
量，因此，这对于国内诸多