本文選題：北京市 + 母嬰用品零售企業(yè)��； 參考：《首都經(jīng)濟貿(mào)易大學(xué)》2013年碩士論文

【摘要】：母嬰用品是指以孕期哺乳期婦女和0～3歲嬰幼兒為目標消費群體，滿足他們各類需求的產(chǎn)品，主要包括衣、食、用、行、醫(yī)、教等六大類。從2006年以來，年齡結(jié)構(gòu)導(dǎo)致的已婚育齡婦女人數(shù)增加，以及雙獨家庭增多導(dǎo)致生育二胎家庭比例的提高，我國現(xiàn)在正面臨第四個“嬰兒潮”的到來，大量嬰兒的出生使得母嬰用品零售市場不斷增長【17】。北京作為中國的首都，經(jīng)濟發(fā)展取得巨大成就，居民可支配收入的提高使得北京市母嬰用品的需求日益擴大，北京市母嬰用品零售市場也蘊藏巨大的市場潛力。在北京市母嬰用品零售企業(yè)迎來良好發(fā)展機遇的同時，面臨著資本的大量涌入、電商企業(yè)的強勢崛起，，未來的競爭可謂風(fēng)起云涌。 本文以零售業(yè)態(tài)理論為依據(jù)，將北京市母嬰用品零售企業(yè)劃分為五種類型。并以戰(zhàn)略管理理論為基礎(chǔ)，應(yīng)用波特競爭力模型、核心能力理論和宏觀分析法等理論和分析工具對北京市母嬰用品零售市場的現(xiàn)狀及案例企業(yè)樂友公司的業(yè)務(wù)發(fā)展情況進行分析，通過梳理樂友公司的發(fā)展戰(zhàn)略及經(jīng)驗的總結(jié)，為北京市的其他母嬰用品零售企業(yè)提供借鑒意義。 本文還以北京管莊地區(qū)為例，通過問卷調(diào)查，研究區(qū)域內(nèi)消費者的消費習(xí)慣，總結(jié)區(qū)域內(nèi)各母嬰用品零售企業(yè)的優(yōu)勢和存在的問題。調(diào)查得出的結(jié)論為北京市母嬰用品零售企業(yè)發(fā)展戰(zhàn)略研究提供參考。同時，本文對北京市母嬰用品零售企業(yè)提出的戰(zhàn)略建議，具有較強的可操作性，可以為其他的北京母嬰用品零售企業(yè)及從業(yè)者提供決策參考。
[Abstract]:Maternal and infant supplies refer to the target consumer group of breast-feeding women and 3-year-old infants during pregnancy to meet their various needs, including clothing, food, use, line, medicine, teaching and other six categories. Since 2006, with an increase in the number of married women of childbearing age due to age structure, and an increase in the proportion of families with two children due to an increase in the number of two-child families, the country is now facing the fourth "baby boom". A large number of babies are born and the retail market for maternal and child supplies continues to grow [17]. As the capital of China, Beijing has made great achievements in economic development, and the increasing disposable income of residents has made the demand for maternal and child supplies in Beijing expanding day by day, and the retail market of maternal and infant articles in Beijing has great market potential. At the same time, the retail enterprises of maternal and infant articles in Beijing are facing a large influx of capital, the strong rise of e-commerce enterprises, the competition in the future can be described as a surge. Based on the theory of retail trade, this paper divides Beijing Maternal and Child products Retail Enterprises into five types. Based on the theory of strategic management, the author applies Porter's competitiveness model. The core competence theory and macro analysis tools are used to analyze the present situation of Beijing Maternal and Child products Retail Market and the business development situation of Leyou Company. The development strategy and experience of Leyou Company are summarized by combing the development strategy of Leyou Company. Beijing for other maternal and child supplies retail enterprises to provide reference. This article also takes Beijing Guanzhuang area as an example, through the questionnaire investigation, studies the area consumer's consumption habit, summarizes the region each mother and child article retail enterprise superiority and the existence question. The conclusion of the investigation provides a reference for the development strategy of Beijing Maternal and Child articles Retail Enterprises. At the same time, the paper has strong maneuverability for the strategic suggestion of Beijing Maternal and Child articles Retail Enterprises, which can provide decision reference for other Beijing Maternal and Child articles Retail Enterprises and practitioners.
【學(xué)位授予單位】：首都經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F426.89;F724.2

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本文編號：1860867