本文選題：寶得適品牌 + 鞍山�。� 參考：《沈陽(yáng)理工大學(xué)》2017年碩士論文

【摘要】：2000年以來(lái),我國(guó)進(jìn)入汽車(chē)高速增長(zhǎng)時(shí)代,隨之而來(lái)的交通安全問(wèn)題也日益突出,引起了公眾的廣泛關(guān)注。一組公安部發(fā)布的數(shù)據(jù)觸目驚心:我國(guó)每年因交通事故有超過(guò)1.85萬(wàn)名14歲以下兒童傷亡,死亡率是歐洲的2.5倍、美國(guó)的2.6倍,交通事故已經(jīng)成為14歲以下兒童的第一死因。正確使用兒童安全座椅可以將事故的傷亡率降低70%。但是,我國(guó)目前汽車(chē)兒童安全座椅使用率仍不足1%。為有效控制交通事故給兒童帶來(lái)的傷害,我國(guó)切實(shí)加強(qiáng)了對(duì)兒童安全座椅的政策引導(dǎo)。隨之而來(lái)的是,消費(fèi)者的安全意識(shí)逐漸提高,而作為發(fā)展中國(guó)家的中國(guó),人口眾多,兒童所占比例巨大,兒童安全座椅的市場(chǎng)潛力很大,眾多兒童安全座椅品牌來(lái)競(jìng)爭(zhēng)這個(gè)市場(chǎng),因此兒童安全座椅行業(yè)競(jìng)爭(zhēng)日益激烈。通過(guò)有效的營(yíng)銷(xiāo)手段,迅速占領(lǐng)市場(chǎng)份額,對(duì)各個(gè)安全座椅品牌尤為重要。本文以寶得適品牌為研究對(duì)象,運(yùn)用市場(chǎng)營(yíng)銷(xiāo)理論,對(duì)寶得適品牌兒童安全座椅鞍山地區(qū)營(yíng)銷(xiāo)策略進(jìn)行研究。全文共分為六章。第一章為緒論,介紹論文研究的背景和意義;國(guó)內(nèi)外研究綜述;本文的研究構(gòu)架及主要內(nèi)容;研究思路與方法。第二章是市場(chǎng)營(yíng)銷(xiāo)相關(guān)理論概述,包括市場(chǎng)營(yíng)銷(xiāo)概念界定;STP理論、市場(chǎng)營(yíng)銷(xiāo)4P理論和市場(chǎng)營(yíng)銷(xiāo)其他相關(guān)理論。第三章是寶得適品牌簡(jiǎn)介,包括寶得適品牌概況、寶得適品牌兒童安全座椅產(chǎn)品介紹以及寶得適品牌的定位。第四章是寶得適品牌兒童安全座椅鞍山地區(qū)營(yíng)銷(xiāo)環(huán)境分析,對(duì)宏觀(guān)、微觀(guān)環(huán)境以及SWOT進(jìn)行系統(tǒng)的分析。第五章是寶得適品牌兒童安全座椅鞍山地區(qū)營(yíng)銷(xiāo)存在的問(wèn)題分析。第六章是寶得適品牌兒童安全座椅鞍山地區(qū)營(yíng)銷(xiāo)策略存在問(wèn)題的解決對(duì)策。
[Abstract]:Since 2000, China has entered the era of rapid growth of automobiles, and the traffic safety problems have become increasingly prominent, which has aroused widespread public concern.A group of data released by the Ministry of Public Security is startling: more than 18500 children under 14 years old are killed and killed in traffic accidents in China every year. The mortality rate is 2.5 times higher in Europe and 2.6 times in the United States. Traffic accidents have become the first cause of death for children under 14 years of age.Proper use of child seat can reduce accident casualty rate by 70%.However, China's current car child safety seat use rate is still less than 1.In order to effectively control the injuries to children caused by traffic accidents, our country has strengthened the policy guidance to children's safety seats.As a developing country, China, with a large population and a large proportion of children, has great market potential for child safety seats.Many children's safety seat brands compete in this market, so the children's safety seat industry is becoming more and more competitive.Through effective marketing means, quickly occupy the market share, for each safety seat brand is particularly important.Based on the theory of marketing, this paper studies the marketing strategy of Baodeshi brand in Anshan area of children's safety seat.The full text is divided into six chapters.The first chapter is the introduction, which introduces the background and significance of the research, the research review at home and abroad, the research framework and main contents, the research ideas and methods.The second chapter is a summary of marketing theories, including STP theory, 4P theory and other related theories.The third chapter is a brief introduction of Baodeshi brand, including the general situation of Baotsui brand, the product introduction of child safety seat and the positioning of Baotsui brand.The fourth chapter is the analysis of the marketing environment in Anshan area of Baodeshi brand children's safety seat. The macro, micro environment and SWOT are systematically analyzed.The fifth chapter is the analysis of the problems existing in the marketing of child safety seat in Anshan area.The sixth chapter is the solution to the problems in the child safety seat Anshan area.
【學(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F416.8

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