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本文首先通过深入调查婴童用品市场现状,定位品牌的营销环
境,并通过对好孩子公司发展历程及品牌营销现状的分析,对本文
研究基础的内部优劣势进行深入了解。其次,运用理论与案例相结摘要
II
合的分析方法,通过 SWOT 分析法,对好孩子市场营销战略定位做
具体分析并提出营销战略中的优劣势,机会与威胁,进而从 4Ps 提
出营销战略改进建议。文章建议在产品方面应秉承产品和服务并重
的营销理念,深耕核心单品,创新捆绑销售方式;价格方面,采用
差异化的定价策略,丰富价格体系;渠道方面,建立和维护母婴店
渠道,深耕网络电商渠道;促销方面,采用适当的广告形式进行活
动促销和公关促销;服务策略方面,沉淀育儿服务和亲子服务,培
育忠实客户。最后,文章还从企业文化,客户管理,员工绩效考核
等方面提出保障措施
关键词:好孩子集团;婴童产品;营销策略ABSTRACT
III
RESEARCH ON MARKETING STRATEGIES FOR IFANT AND
CHILDREN PRODUCTS OF GB GROUP
ABSTRACT
With the improvement of Chinese economy, the infant child economic role in the national
economy more and more important, and the infant child industry is known as the sunrise industry
of the 21st because of its broad prospects for development. The infant child products industry
in China is in rapid development at present, but still has insufficient industry standardization, low
quality at the same time . Especially, the domestic brands’ disadvantage is obvious in
competition between the domestic and foreign brands. Goodbaby Group was founded in 1989, is
currently China&39;s largest specialized is engaged in children&39;s products of the enterprise group. The
market share of Goodbaby Group has expanded gradually, and wined the consumers&39; good
reputation,but there is still a big gap compared with foreign outstanding enterprises,and
Formulate scientific and rational marketing strategy, to further expand the market share is very
important.
This paper studies on GB brand, and analyzes the competitive status GB of mother and
infant industry and its own strengths and weaknesses of GB brand enterprises, summed up the
internal and external problems of GB products. The paper Suggests that, the GB should adhere to
the concept that products and services are both important, adopting core item strategy,
innovative way of bundling in terms of product strategy;adopting differential pricing strategy,
riching price system in terms of price strategy;establishing and maintaining channels of maternal
and child stores, expanding network electric business channel in terms of place strategy;usingABSTRACT
IV
the appropriate forms of advertising of activity promotion and public relations promotion in
terms of promotion strategy; providing precipitation and parent-child services to cultivate loyal
customers in terms of service strategy .
KEYWORDS: Maternalandinfantproducts,GBbrand,Marketingstrategy目录
V
目 录
摘要.....I
ABSTRACT...III
第 1 章 绪论....1
1.1 研究背景.......1
1.2 研究目的及意义.......2
1.2.1 研究目的........2
1.2.2 研究意义........3
1.3 研究内容及方法.......4
1.3.1 研究内容........4
1.3.2 研究方法........4
1.3.3 研究技术路线5
第 2 章 理论综述........6
2.1 市场营销相关理论...6
2.1.1 4P 营销理论....6
2.1.2 4C 营销理论...7
2.1.3 4P 与 4C 的比较.........7
2.2 营销战略相关理论...8
2.2.1 营销战略的相关概念8
2.2.2 营销战略分析工具....9
第 3 章 好孩子母婴连锁市场内外部环境的分析..12
3.1 好孩子母婴连锁全球市场的介绍.12
3.1.1 全球市场经营概况..12
3.1.2 全球市场产品收入结构......15
3.2 好孩子母婴连锁市场行业环境分析.........16
3.2.1 主要竞争对手分析...16
3.2.2 买方的议价能力分析...........19目录
VI
3.2.3 潜在进入者分析.......20
3.3 母婴产品客户需求分析.....20
3.3.1 客户群体及消费需求分析..21
3.3.2 客户购买渠道选择分析。..22
3.3.3 客户消费发展趋势分析......24
3.3.4 影响客户选购因素分析......25
3.4 好孩子母婴连锁市场 SWOT 分析 ...........26
3.4.1 优势分析......26
3.4.2 劣势分析......27
3.4.3 机会分析......27
3.4.4 威胁分析......28
第 4 章 好孩子母婴产品营销方案设计......29
4.1 产品营销策略.........29
4.1.1 产品和服务并重的品牌定位..........29
4.1.2 品牌延伸策略..........30
4.1.3 核心产品策略..........32
4.1.4 组合产品销售策略..32
4.2 差异化定价策略.....33
4.2.1 定价方法.......33
4.2.2 定价策略......
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