本文選題：定位　切入點：快速消費品　出處：《華東理工大學》2014年碩士論文

【摘要】：隨著獨生子女政策在中國的普及,年輕的爸爸媽媽們越來越關注孩子的養(yǎng)育呵護,這必然導致嬰兒護理品市場的迅速發(fā)展,市場前景一片繁榮。隨之而來的是,越來越多的嬰幼兒護膚品品牌涌入市場,形成了一個競爭激烈而又豐富多彩的經(jīng)濟市場。因為進入市場早,美國強生嬰兒在嬰兒護膚品領域一直占據(jù)霸主地位,其他品牌望塵莫及。市場變幻莫測,伴隨著嬰幼兒用品市場規(guī)模的不斷擴大,許多投資者把目光聚焦在嬰幼兒護膚品領域。如噯呵、青蛙王子、親皙寶貝、多啦愛夢等品牌一舉進入嬰幼兒護膚品市場。尤其是上海曖呵母嬰用品國際貿(mào)易有限公司(本文簡稱“噯呵”),在短短的六年時間里,在國內市場的銷售排名僅次于強生嬰兒,甚至在部分KA系統(tǒng)銷售已超越了強生嬰兒,對強生嬰兒在國內市場中的霸主地位產(chǎn)生了極大的沖擊。本文希望通過對噯呵的分析與研究,給已經(jīng)或即將進入嬰幼兒護膚品領域的企業(yè)們提供一定的借鑒與幫助。 本文的研究對象是上海噯呵母嬰用品國際貿(mào)易有限公司。本文首先就論文的選題背景、研究目的及意義進行簡要說明,并對本文運用到的相關理論進行一定的闡述與分析。接著,針對噯呵的天然草本系列產(chǎn)品市場實際運營狀況,在對噯呵公司的內外部環(huán)境進行分析的基礎上,運用波特五力模型、消費者行為、市場細分與目標市場決策以及營銷組合等相關理論,對天然草本系列產(chǎn)品的市場進行了定位,并對其市場營銷組合策略進行深入的研究,提出了相應的組織支持結構。本文的創(chuàng)新之處在于通過對市場營銷策略理論的分析研究,針對嬰幼兒護膚品的營銷策略給出自己的見解,同時在營銷策略的執(zhí)行控制上,論文運用多角度的思維方式,將自身的工作經(jīng)驗與市場營銷策略理論知識融合起來,提出了嬰幼兒護膚品行業(yè)發(fā)展的新思路。
[Abstract]:With the popularity of the one-child policy in China, young parents are paying more and more attention to the care of their children, which is bound to lead to the rapid development of baby care products market and a prosperous market.As a result, more and more infant skin care brands pour into the market, forming a competitive and colorful economic market.Because of the early entry into the market, American baby Johnson has been occupying a dominant position in the field of baby skin care, and other brands have not been able to catch up.With the increasing size of infant products market, many investors are focusing on infant skin care products.Such as belching, frog prince, love baby, love dream and other brands into the infant skin care market.In particular, in a short period of six years, the Shanghai warm Har Maternal and Child products International Trade Co., Ltd. (this article is referred to as "belching") ranked second only to Johnson in sales in the domestic market. Even in some Ka systems, the sale of babies has surpassed that of Johnson.Johnson baby in the domestic market has had a great impact on the dominant position.This paper hopes to provide some reference and help to the enterprises that have entered or will soon enter the field of infant skin care through the analysis and research of belching.The research object of this paper is Shanghai belching Maternal and Child products International Trade Co., Ltd.In this paper, the background, research purpose and significance of the thesis are briefly explained, and the relevant theories used in this paper are expounded and analyzed.Then, in view of the actual market operation situation of the natural herbaceous products in belching, on the basis of the analysis of the internal and external environment of the belching company, using the Porter's five-force model, consumer behavior,Based on the theories of market segmentation, target market decision and marketing combination, the market of natural herbaceous products is positioned, and the marketing combination strategy of natural herbaceous products is studied deeply, and the corresponding organizational support structure is put forward.The innovation of this paper is that through the analysis and research of the marketing strategy theory, the author puts forward his own opinion on the marketing strategy of infant skin care products. At the same time, the paper uses the multi-angle thinking mode in the execution control of the marketing strategy.Based on the combination of self working experience and marketing strategy theory, a new idea of infant skin care industry is put forward.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.72

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本文編號：1714485