I 摘要 进入21世纪，国民的生活质量得到迅速提高。我国婴童洗护用品市 场发展前景广阔，日益增长的市场份额给婴童洗护用品企业带来了无限商 机。与此同时，各大婴童洗护产品企业间的竞争也越发激烈。 在我国婴童洗护用品市场上，大部分婴童用品企业在市场营销过程中 存在诸多弊端，例如：市场定位模糊、创新机制不够完善、品牌形象比较 差、销售渠道老化等。为此，A公司如何科学地有针对性地制定营销策略 并实施，是其面临的一个现实问题。 本文通过深入的调查研究，根据市场营销相关理论，首先以A公司在 苏州市场发展现状为研究背景，阐明研究意义。然后，运用STP、4Ps理 论,SWOT、PEST、波特五力模型等方法，全面分析A公司苏州市场营销 现状及A公司的优劣势，对婴童洗护用品市场宏观环境、行业环境和消费 者的需求进行剖析。根据研究结果，找寻A公司发展方向及途径。第三步， 通过对A公司产品在苏州市场的定位分析，准确选择目标市场，依靠4Ps 理论为A公司营销策略的制定提出建议。 本文的研究意义在于，以A公司实际经营情况为例，在纷繁复杂的市 场环境下，为其能够制定行之有效的苏州市场营销策略提供有力的依据和 参考。通过对苏州婴童洗护产品市场的深入分析，挖掘A公司自身优势， 扩大产品市场份额，提升A公司的品牌竞争力和影响力。 关键词：婴童洗护类产品；STP理论；4Ps理论 摘要 III Abstract Inthe21stcentury,people'squalityoflifehasbeenimprovedrapidly.Atthe sametime,China'sinfantandchildcareproductsmarkethasabrightfuture,andthe growingmarketsharehasbroughtunlimitedbusinessopportunitiestoinfantandchild careproductsenterprises.Atthesametime,thecompetitionamongtheenterprisesof infantandchildcareproductsismoreintense. InthemarketofinfantandchildcareproductsinChina,homogenization competitionisserious.Mostinfantandchildproductsenterpriseshavemany disadvantagesinthemarketingprocess,suchasvaguemarketpositioning,poor productquality,poorbrandimage,agingsaleschannels,etc.Therefore,howto formulateandimplementthemarketingstrategyscientificallyandpertinentlyisa realisticproblemfacedbycompanyA. Inthispaper,throughin-depthinvestigationandresearch,accordingtothetheory ofmarketing,firstofall,basedonthecurrentsituationofacompany'smarket developmentinSuzhouastheresearchbackground,clarifythesignificanceofthe research.Then,usingSTPtheory,SWOTanalysis,PESTanalysis,Porter'sfiveforce modelandothermethods,thispapercomprehensivelyanalyzesthecurrentsituation ofacompany'sSuzhoumarketingandtheadvantagesanddisadvantagesofa company'sproducts,andanalyzesthemacroenvironment,industryenvironmentand consumerdemandoftheinfantandchildcareproductsmarket.Accordingtothe researchresults,thedevelopmentdirectionandwayofcompanyaarefound.The thirdstep,throughthepositioninganalysisofacompany'sproductsinSuzhoumarket, accuratelyselectthetargetmarket,andmakesuggestionsforacompany'smarketing strategy. Thesignificanceofthisstudyistotaketheactualoperationofcompanyaasan example,inthecomplexmarketenvironment,toprovideastrongbasisandreference forittoformulateeffectivemarketingstrategiesinSuzhou.Throughthein-depth analysisofthebabycareproductmarketinSuzhou,thispaperexploresthe advantagesofcompanya,expandsthemarketshareofproducts,andimprovesthe brandcompetitivenessandinfluenceofcompanyA. 北京工业大学工商管理硕士专业学位论文 IV Keywords:Infantandchildcareproducts;STPtheory;4Pstheory 目录 V 目录 摘要..........................................................................................................I Abstract......................................................................................................III 目录.............................................................................................................V 第1章绪论...............................................................................................1 1.1研究的背景与意义..............................................................................................1 1 . 1.1研究的背景...................................................................................................1 1.1.2研究的意义...................................................................................................2 1.2研究框架及方法..................................................................................................3 1.2.1研究框架......................................................................................................3 1.2.2研究方法......................................................................................................5 第2章理论综述.....................................................................................7 2.1理论综述..............................................................................................................7 2.1.1STP理论.......................................................................................................7 2.1.24Ps理论........................................................................................................9 2.2国内外相关理论研究.......................................................................................10 2.2.1国外相关理论研究....................................................................................10 2.2.2国内相关理论研究....................................................................................12 2.2.3评述............................................................................................................15 本章小结..................................................................................................................16 第3章A公司婴童洗护产品苏州市场营销现状分析......................17 3.1A公司概述........................................................................................................17 3.1.1A公司及产品介绍.....................................................................................17 3.1.2苏州区域公司构架....................................................................................19 3.2A公司婴童洗护产品苏州市场营销状况分析................................................20 3.2.1A公司苏州区域营销概况.........................................................................20 3.2.2员工状况....................................................................................................23 3.2.3公司财务状况............................................................................................24 北京工业大学工商管理硕士专业学位论文 VI 3.2.4营销方案与措施........................................................................................25 3.2.5产品价格与宣传...................................................................................-26- 3.3A公司婴童洗护产品苏州市场相关人员访谈................................................26 3.4A公司婴童洗护类产品苏州市场优劣势分析................................................28 本章小结..................................................................................................................35 第4章婴童洗护类用品苏州市场环境分析.........................................37 4.1宏观环境分析....................................................................................................37 4.1.1社会因素分析............................................................................................37 4.1.2经济因素分析............................................................................................38 4.1.3政治因素分析............................................................................................39 4.1.4技术因素分析............................................................................................40 4.2婴童洗护产品行业分析....................................................................................41 4.2.1婴童洗护产品行业现状............................................................................42 4.2.2五力模型分析............................................................................................44 4.3消费者的消费行为分析...................................................................................48 4.3.1消费者调研目的和内容.............................................................................49 4.3.2消费者的消费特点....................................................................................50 4.3.