本文選題：J公司　切入點(diǎn)：嬰幼兒服飾　出處：《云南大學(xué)》2013年碩士論文

【摘要】：中國(guó)在2008年-2020年預(yù)計(jì)迎來(lái)第四次出生人口高峰,因此嬰幼兒服飾市場(chǎng)存在巨大的發(fā)展空間和商機(jī)。隨著人們生活水平的提高、計(jì)劃生育政策的影響,父母對(duì)孩子的關(guān)注度越來(lái)越高,嬰幼兒服飾的消費(fèi)者對(duì)產(chǎn)品提出了新的要求,特別在安全健康方面尤為重視。近年來(lái),以互聯(lián)網(wǎng)技術(shù)和信息科技為依托的電子商務(wù)發(fā)展驚人,極大地吸引了眾多生產(chǎn)企業(yè)的目光。J公司是一家大型紡織服裝生產(chǎn)企業(yè),擁有嬰幼兒服飾的生產(chǎn)和經(jīng)營(yíng)條件,目前沒(méi)有涉足電子商務(wù)領(lǐng)域。在當(dāng)前信息技術(shù)與互聯(lián)網(wǎng)科技飛速發(fā)展的背景下,J公司需要通過(guò)電子商務(wù)渠道的開(kāi)辟來(lái)實(shí)施一系列網(wǎng)絡(luò)營(yíng)銷(xiāo)策略,增加其嬰幼兒服飾產(chǎn)品的銷(xiāo)量。 本文應(yīng)用營(yíng)銷(xiāo)理論、戰(zhàn)略理論、客戶價(jià)值理論、STP理論及PEST分析、波特五力分析模型、SWOT分析等多種分析方法和模型對(duì)J公司面臨的外部環(huán)境進(jìn)行了綜合梳理,從社會(huì)／人口、技術(shù)、經(jīng)濟(jì)、環(huán)境／自然、政治／法律、道德六大角度研究其宏觀環(huán)境因素,從五種競(jìng)爭(zhēng)力和需求市場(chǎng)細(xì)分的角度對(duì)微觀環(huán)境進(jìn)行了分析,并在充分把握外部機(jī)會(huì)和威脅的基礎(chǔ)上,結(jié)合企業(yè)自身優(yōu)劣勢(shì)分析對(duì)該公司嬰幼兒服飾產(chǎn)品進(jìn)行目標(biāo)市場(chǎng)及其競(jìng)爭(zhēng)戰(zhàn)略的選擇,最后提出涵蓋產(chǎn)品策略、價(jià)格策略、渠道策略、溝通策略四個(gè)方面的網(wǎng)絡(luò)營(yíng)銷(xiāo)組合策略作為解決方案。
[Abstract]:China is expected to see its fourth birth population peak from 2008 to 2020, so there is huge room for development and business opportunities in the infant clothing market. With the improvement of people's living standards, the impact of the family planning policy, Parents are paying more and more attention to their children, and consumers of infant clothing have put forward new requirements for their products, especially in terms of safety and health. In recent years, e-commerce based on Internet technology and information technology has developed surprisingly. J company is a large textile and clothing production enterprise, which has the production and management conditions of infant clothing. Under the background of the rapid development of information technology and Internet technology, company J needs to implement a series of network marketing strategies through the opening of e-commerce channels to increase the sales of its infant clothing products. In this paper, marketing theory, strategic theory, customer value theory and PEST analysis are used to analyze the external environment of J Company. The macro environmental factors of technology, economy, environment / nature, politics / law and morality are studied, and the micro environment is analyzed from five aspects of competitiveness and market segmentation of demand. On the basis of taking full advantage of the external opportunities and threats, combined with the analysis of the advantages and disadvantages of the enterprise itself, this paper analyzes the choice of the target market and the competitive strategy of the infant clothing products of the company, and finally puts forward the product strategy, price strategy, channel strategy, including the product strategy, the price strategy and the channel strategy. Communication strategy four aspects of the network marketing mix strategy as a solution.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.86

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