伴隨二胎政策持續(xù)作用于我國(guó)新增人口,加上母乳喂養(yǎng)率的持續(xù)下降,未來(lái)我國(guó)嬰幼兒奶粉市場(chǎng)的需求相對(duì)樂(lè)觀。同時(shí)隨著消費(fèi)升級(jí),國(guó)內(nèi)消費(fèi)者對(duì)嬰兒食品安全日益重視,嬰幼兒有機(jī)奶粉在國(guó)內(nèi)需求日益上漲,市場(chǎng)潛力巨大。相應(yīng)的有機(jī)奶粉品牌之間的競(jìng)爭(zhēng)也日益白熱化。然而從品牌營(yíng)銷(xiāo)實(shí)踐角度看,競(jìng)爭(zhēng)營(yíng)銷(xiāo)策略還相對(duì)陳舊,營(yíng)銷(xiāo)績(jī)效不高。例如:市場(chǎng)上的嬰幼兒有機(jī)奶粉品牌仍然延用最傳統(tǒng)的大力度的買(mǎi)贈(zèng),立減及品牌代言人等營(yíng)銷(xiāo)方式。類(lèi)似的營(yíng)銷(xiāo)策略容易導(dǎo)致消費(fèi)者對(duì)品牌及產(chǎn)品的認(rèn)知度不高,原因是消費(fèi)者容易因?yàn)橘?zèng)品或者大力度活動(dòng)轉(zhuǎn)換品牌。目前國(guó)內(nèi)市場(chǎng)上的嬰幼兒有機(jī)奶粉品牌主要是雅培的菁智有機(jī)、惠氏的啟賦有機(jī)和BS公司的HT有機(jī)。BS公司的HT有機(jī)品牌雖然在產(chǎn)品品質(zhì)方面優(yōu)勢(shì)明顯,但因上市相對(duì)較晚,目前其市場(chǎng)份額低于其他兩個(gè)品牌。為了改變市場(chǎng)份額低的現(xiàn)狀,BS公司從2018年5月份開(kāi)始嘗試改變過(guò)去的傳統(tǒng)品牌競(jìng)爭(zhēng)策略,在市場(chǎng)份額方面縮小與市場(chǎng)領(lǐng)導(dǎo)者的差距,提升公司整體營(yíng)銷(xiāo)績(jī)效。BS公司的HT有機(jī)奶粉的口感優(yōu)于競(jìng)爭(zhēng)品牌,因此消費(fèi)者體驗(yàn)應(yīng)該成為競(jìng)爭(zhēng)性的營(yíng)銷(xiāo)策略的基礎(chǔ)。體驗(yàn)式營(yíng)銷(xiāo)中的感覺(jué)營(yíng)銷(xiāo)策略強(qiáng)調(diào)消費(fèi)者的感官體驗(yàn),例如消費(fèi)者的味覺(jué)感受會(huì)影響... 

【文章來(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：76 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
    1.1 Research background and significance
        1.1.1 Increasingly fierce competition in milk powder market
        1.1.2 Increase market share through innovative marketing
    1.2 Research framework and methods
        1.2.1 Research framework
        1.2.2 Research methods
    1.3 Focus issues
Chapter Ⅱ Literature review
    2.1 Theories of experiential marketing
        2.1.1 Development of experiential marketing
        2.1.2 Theoretical framework of experiential marketing
    2.2 Theories of interactive marketing
        2.2.1 Definition of interactive marketing
        2.2.2 Theories of interactive marketing in the mobile internet
    2.3 We Chat marketing
        2.3.1 Definition of We Chat marketing
        2.3.2 Great impact of social media on consuming willingness
    2.4 Strategy of market challengers
        2.4.1 Definition and characteristics of market challengers
        2.4.2 Marketing strategies of market challengers
Chapter Ⅲ Case description
    3.1 Company profile
        3.1.1 BS Company profile
        3.1.2 Introduction to HT brand
        3.1.3 Brand structure of BS Company
    3.2 Main marketing problems faced by HT Organic formula
        3.2.1 Weak brand awareness
        3.2.2 Low market share
        3.2.3 Lack of distribution of HT Organic formula in offline stores
Chapter Ⅳ Case analysis
    4.1 Analysis of target market and demand
        4.1.1 The market of infant formula growing in its scale
        4.1.2 Demand forecast of infant formula show optimistic trend
        4.1.3 The safety of infant organic formula is an advantage
        4.1.4 Demand and competition coexist in organic milk powder market
    4.2 Competition analysis of Competitors
        4.2.1 Introduction to major competitors of HT Organic formula
        4.2.2 Comparative analysis of marketing strategies of competing brands
    4.3 The competitive position of BS Company and HT in the industry
        4.3.1 Necessity for building brand awareness
        4.3.2 Advantage of channels has been taken up by competitors
        4.3.3 Product taste and solubility have a competitive advantage
        4.3.4 Experiential marketing is the chance for HT to develop
    4.4 Suggestion of experiential marketing strategy by BS Company
        4.4.1 Plan of strategy of experiential marketing based on social media
        4.4.2 Process Control and Management of Experience Marketing
        4.4.3 Performance Evaluation of Experience Marketing
Chapter Ⅴ Conclusions and implication
    5.1 Conclusions
    5.2 Managerial implication
REFERENCE
Appendix Ⅰ: HT Organic IMF Flavor Test


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碩士論文
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