青岛大学硕士学位论文
Research on marketing strategy of XT maternal and infant products retail
enterprise based on customer satisfaction
Abstract
Owing to the implementof reform and opening-uppolicy and the successive
implementation of China's "two child" and "three child" policies, China's mother and baby
industry has moved into a rapid growth period and broken new ground. However, under the
background of the new era of new media live broadcasting and online sales, the stiff
industry competition has brought new favourable circumstances and challenges to the retail
enterprises of maternal and infant products in customer management. How to meet the
needs of customers by formulating reasonable marketing strategies is the key for maternal
and infant products retail enterprises to seize customer resources. In the past, the way of
making marketingstrategyand realizingcustomer managementbasedon product
orientation has been far from meeting the needs of customers. In fact, consumer satisfaction
is crucial to the customer management. Founded on the continuous improvement of
consumer satisfaction, theformulation of product andconsumer oriented marketing
strategies to improve the customer management efficiency of maternal and infant products
retail enterprises has got attention of scholars and the industry nationally and globally.
Based on this, this paper regards XT maternal and infant retail enterprise as the subject
investigated, and probes into the marketing strategy of maternal and infant retail enterprises
from the perspective of customer satisfaction.
This paper founded on 4P theory, 4C theory and customer satisfaction theory regards
XT maternal and infant company as the research object and studies the marketing strategy
of XT mother and baby company through case study and questionnaire survey. Firstly,
using 4P and 4C theories, this paper analyses the existing circumstances of marketing
strategy of XT mother and baby company from four aspects: products and clients, price and
cost, channelsandconvenience, promotionand communication.Onthis basis,a
questionnaire is designed based on the five dimensions of customer satisfaction, including
trust, tangibility, professionalism, empathy and responsiveness. Thanks to the questionnaire
survey, the primal problems and causation of XT mother and baby company's marketing
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青岛大学硕士学位论文
strategy are found out. By analyzing the first-hand data collected by XT mother and baby
company, we have discovered that XT mother and baby company has faultiness in the
following dimensions: problems in product pricing strategy, insufficient investment in
decoration cost, defective product display layout, insufficient convenience for customers,
insufficient promotional activities, communication with consumers needs to be enhanced,
etc. Finally, founded on the analysis results of the main problems and causes of XT mother
and baby company's marketing strategy mentioned above, the system gives strategic
suggestions to improve XT mother and baby company's customer satisfaction. Specific
strategies mainly include: diversified pricing strategies, increasing decoration investment
costs, planningproduct display,comprehensively improvingconsumer convenience,
establishing targeted promotion strategies,strengthening communication and training,
improving customer satisfaction and other targeted countermeasures and suggestions.
From the dimension of customer satisfaction, this paper uses the questionnaire
investigate method to research the marketing strategy of XT mother and baby company,
which provides a new research perspective and research samples for the related research of
marketing strategy of mother and baby products retail enterprises. In addition, the research
conclusion of this paper is of vitalimportance and provides practical guidance for
enterprises in the retail industry of maternal and infant products to generate corresponding
strategies of marketing from the perspective of client satisfaction and increase customer
management efficiency.
Key words: maternal and infant products; Marketing strategy; Customer satisfaction
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青岛大学硕士学位论文
目录
第1章引言....................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...................2
1.2国内外研究动态...............2
1.2.1国外研究动态..................2
1.2.2国内研究动态..................3
1.2.3文献综述...................4
1.3主要研究内容及研究思路.............5
1.3.1主要内容及创新点.................5
1.3.2研究创新点...............5
1.3.3主要研究方法..................5
1.3.4研究思路...................6
第二章相关概念与理论基础................8
2.1相关概念及特征...............8
2.1.1母婴用品及特征..............8
2.1.2母婴用品零售企业及特征............9
2.1.3母婴用品行业发展历程..............10
2.2理论基础..................11
2.2.1市场营销4P理论.................11
2.2.2市场营销4C理论.................11
2.2.3客户服务满意度............12
第三章XT母婴公司概况及营销策略现状分析...............14
3.1XT母婴公司概况...................14
3.1.1XT母婴公司简介..................14
3.1.2公司经营现状................14
3.2营销策略现状分析................15
3.2.1零售产品策略现状分析..............15
3.2.2价格与成本策略现状分析..........16
3.2.3渠道与便利策略现状分析..........16
3.2.4促销与沟通策略现状分析..........17
第四章XT母婴公司营销策略调查及存在问题分析........18
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