伴隨二胎政策持續(xù)作用于我國新增人口,加上母乳喂養(yǎng)率的持續(xù)下降,未來我國嬰幼兒奶粉市場的需求相對樂觀。同時隨著消費升級,國內(nèi)消費者對嬰兒食品安全日益重視,嬰幼兒有機奶粉在國內(nèi)需求日益上漲,市場潛力巨大。相應(yīng)的有機奶粉品牌之間的競爭也日益白熱化。然而從品牌營銷實踐角度看,競爭營銷策略還相對陳舊,營銷績效不高。例如:市場上的嬰幼兒有機奶粉品牌仍然延用最傳統(tǒng)的大力度的買贈,立減及品牌代言人等營銷方式。類似的營銷策略容易導(dǎo)致消費者對品牌及產(chǎn)品的認(rèn)知度不高,原因是消費者容易因為贈品或者大力度活動轉(zhuǎn)換品牌。目前國內(nèi)市場上的嬰幼兒有機奶粉品牌主要是雅培的菁智有機、惠氏的啟賦有機和BS公司的HT有機。BS公司的HT有機品牌雖然在產(chǎn)品品質(zhì)方面優(yōu)勢明顯,但因上市相對較晚,目前其市場份額低于其他兩個品牌。為了改變市場份額低的現(xiàn)狀,BS公司從2018年5月份開始嘗試改變過去的傳統(tǒng)品牌競爭策略,在市場份額方面縮小與市場領(lǐng)導(dǎo)者的差距,提升公司整體營銷績效。BS公司的HT有機奶粉的口感優(yōu)于競爭品牌,因此消費者體驗應(yīng)該成為競爭性的營銷策略的基礎(chǔ)。體驗式營銷中的感覺營銷策略強調(diào)消費者的感官體驗,例如消費者的味覺感受會影響... 

【文章來源】：廣東外語外貿(mào)大學(xué)廣東省

【文章頁數(shù)】：76 頁

【學(xué)位級別】：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
[1]汽車企業(yè)的體驗式營銷[D]. 王香.青島大學(xué) 2017
[2]體驗經(jīng)濟下KL礦泉水公司營銷策略研究[D]. 王群壹.西北大學(xué) 2016
[3]亨氏聯(lián)合有限公司嬰幼兒食品營銷策略優(yōu)化研究[D]. 鐘繼軍.中南大學(xué) 2010



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