I 摘要 随着跨境电商的蓬勃发展和80、90后孕育消费观念的转型升级，跨境电商平台成 为消费者购买进口母婴产品的重要渠道，同时国家二孩政策进一步放开，国内母婴用 品量持续增加，跨境母婴市场再次催生巨大消费需求。然而，电子商务的虚拟性、频 繁曝光的假货及售后无法保障等问题，让母婴消费者对线上购买产生了疑虑，也促使 跨境电商企业创新营销方式。基于母婴消费行为习惯特征的跨境电商O2O营销模式在此 背景下应运而生，该模式将线下实体店和线上电商平台进行有机融合，强调从消费者 需求角度去挖掘市场空间，这与注重产品质量与服务的母婴行业有着天然的契合。母 婴跨境电商O2O营销模式中顾客先体验再购买，真实的消费场景、良好的沟通服务等， 在确保母婴产品质量的同时，实现了消费者对进口母婴用品的感官、情感、行动等多 维度消费需求。 本文运用4C理论、体验营销理论及消费者行为理论，以主打跨境进口母婴产品的 重庆YO跨境电子商务股份有限公司O2O营销模式为研究对象，通过文献综述、调查问卷、 实地调研等方式，对该公司O2O营销模式市场定位、消费者体验价值进行分析，结合当 前国内跨境母婴电商行业特点、市场竞争现状和国家政策等，用SWOT分析法梳理出该 公司O2O营销模式的优劣势及面对的机会与威胁。通过分析得出YO公司O2O营销模式弥 补了线上营销顾客缺乏亲身体验的不足，有效提升了顾客对跨境母婴产品的体验价值， 契合了当前母婴消费的市场需求。同时针对营销中存在的问题，需要不断提升线下门 店管理服务水平，积极构筑多样化的线下消费服务场景，努力形成O2O营销闭环，通过 差异化竞争进一步提高公司核心竞争力。笔者期望通过本研究，为跨境母婴电商行业 O2O模式的健康可持续发展提供参考依据，不断满足消费者对高质量母婴产品的需求。 关键词：母婴跨境电子商务；O2O；营销模式 论文类型：专题研究 西南科技大学硕士学位论文II ABSTRACT Withtherapiddevelopmentofcross-bordere-commerceandtheupgradingof MaternalandChildconsumptionconceptsbythepost-80sandpost-90sgeneration,the cross-bordere-commerceplatformshavebecomeanmoreimportantchannelforthe maternalandchildproducts’consumers.Meanwhile,theliberalizationoftwo-childpolicy causedthesustainablegrowthofmaternalandchildproducts,thecross-bordermaternaland childmarketalsohasgeneratedahugedemand.However,theproblemsofvirtuality，fake commodityandnoafter-salesguaranteefrome-commercetroubledthecustomers,butitalso promotethemarketinginnovationofthecross-bordere-commerce.Underthisbackground, cross-bordere-commerceO2Omarketingmodelwhichbasedonmaternalandinfant consumptionhabitshasbeenborn.Thismodelcombinesstoreswithonlinee-commerce platforms,itemphasizesexploringmarketspacefromtheperspectiveofconsumerdemand. ThismodelfitsforMaternalandChildbusinesswhichpayattentiontothequalityand service.InthisO2Omarketingmodelofmaternalandinfante-commerce,customerscould experiencerealconsumptionscenesandgoodcommunicationservices,Itcanensurethe qualityofproductswhilemeetingotherconsumerdemandsformaternalandinfantproducts, suchassenses,emotionsandactions. Inthispaper,usingthe4Ctheory,experientialmarketingtheoryandstudyof consumer’sbehavior,takechongqingyukiookamotocross-bordere-commerceco.LTD’s O2Omarketingmodelastheresearchobjectwhichhasfocusoncross-borderimportof maternalandinfantproducts.Makearesearchonthecompany’sO2Omodelmarket positioningandconsumerexperiencevalueanalysisthroughtheliteraturereview, questionnaireandspotinvestigationbinedwiththecurrentcharacteristicsof cross-bordere-commercematernalandchildindustry,marketcompetitionandnational policies,usingSWOTanalysistoteasingouttheadvantagesanddisadvantages,opportunities andthreatsofthecompanyO2Omarketingmodel.Throughanalysis,concludedthelackof theexperienceofonlinemarketingcustomers,effectivelyimprovesthevalueexperienceof cross-bordermaternalandinfantproducts,andconformstothecurrentmarketdemandof maternalandinfantconsumption.Atthesametime,inviewoftheexistingproblemsin marketing,weneedtoconstantlyimprovethelevelofofflinestoremanagementservices. MakeefforttoclosedloopmanagementofO2Omarketing,andimprovethecompany'score competencebydifferentiationstrategy.Throughthisstudy,theauthorexpectstoprovide referenceforthehealthyandsustainabledevelopmentofO2Omodelofcross-border maternalandinfante-commerceindustry,andconstantlysatisfyconsumers'expectationsof bettermaternalandinfantproducts. 摘要III Keywords:Mother-childCross-borderE-commerce;O2O;Marketingmodel Papertype:MonographResearch 西南科技大学硕士学位论文IV 目录 1绪论..............................................................................................................................................................1 1.1研究背景及意义..............................................................................................................................1 1.1.1研究背景...............................................................................................................................1 1.1.2研究意义...............................................................................................................................1 1.2研究思路及内容..............................................................................................................................2 1.2.1研究思路...............................................................................................................................2 1.2.2研究内容...............................................................................................................................4 1.3国内外研究现状..............................................................................................................................4 1.3.1国内研究现状.......................................................................................................................4 1.3.2国外研究现状.......................................................................................................................8 1.3.3研究述评...............................................................................................................................9 1.4研究方法及创新点........................................................................................................................10 1.4.1研究方法.............................................................................................................................10 1.4.2创新点.................................................................................................................................10 2跨境电商O2O营销相关理论分析...........................................................................................................11 2.14C营销理论....................................................................................................................................11 2.1.14C营销理论概念................................................................................................................11 2.1.24C营销理论内容................................................................................................................11 2.1.34C营销理论的应用............................................................................................................11 2.2体验营销理论................................................................................................................................12 2.2.1体验营销的概念.................................................................................................................12 2.2.2体验营销的类型.................................................................................................................13 2.2.3体验营销的应用.................................................................................................................13 3YO公司O2O营销模式分析.......................................................................................................................15 3.1YO公司基本情况介绍...................................................................................................................15 3.2YO公司O2O营销现状分析...........................................................................................................15 3.2.1市场定位选择分析.............................................................................................................15 3.2.2顾客消费需求与体验价值分析.............