本文關(guān)鍵詞： 小型實體母嬰店 4R理論 利基市場 差異化　出處：《山東師范大學》2017年碩士論文　論文類型：學位論文

【摘要】：為應對人口老齡化加劇,自2015年10月起我國開始實施全面二孩政策。據(jù)權(quán)威部門預測,到2018年,新生兒數(shù)量將達到300萬人,中國將迎來一個持續(xù)的“嬰兒潮”。這一政策的頒布,猶如一記春雷,炸響在母嬰市場,由艾瑞咨詢公司發(fā)布的中國母嬰行業(yè)調(diào)查報告顯示,2015年中國母嬰市場已突破兩萬億元,今后幾年這一數(shù)字將繼續(xù)攀升,嬰兒服飾、奶粉、紙尿褲等市場都將達到空前的規(guī)模,另外,行業(yè)人士指出:產(chǎn)前的檢查與保健、產(chǎn)后恢復、嬰兒早期教育、家政等服務市場需求量也在急劇增長,母嬰相關(guān)的產(chǎn)業(yè)已進入發(fā)展的黃金時期。在政策的推動下,大量競爭者涌入母嬰市場,有傳統(tǒng)的大型商場超市、母嬰連鎖機構(gòu),更有依靠互聯(lián)網(wǎng)平臺的新型電商企業(yè)迅猛發(fā)展,此外,投資小、門檻低的小型實體母嬰店也如同雨后春筍一般在全國遍地開花。母嬰行業(yè)是否真如我們所見,形式一片大好?本論文將研究對象定位為小型實體母嬰店,通過對山東多地區(qū)的小型實體母嬰店的店主進行訪談調(diào)查,分析得出小型實體母嬰店目前的發(fā)展狀況并不理想,面對諸如產(chǎn)品同質(zhì)化嚴重、受到大型實體經(jīng)營者和電子商務的擠壓、客流量不理想、經(jīng)營成本高、經(jīng)營者素質(zhì)參差不齊等現(xiàn)實問題,大部分經(jīng)營者處于不盈利或者負盈利的狀態(tài),發(fā)展遭遇瓶頸。針對這一現(xiàn)狀,本人設置調(diào)查問卷,對母嬰產(chǎn)品和服務的實際消費者展開廣泛調(diào)查,在對結(jié)果統(tǒng)計分析的基礎上得出影響消費者購買行為的因素,期望從中分析出電商渠道和大型商超、連鎖店渠道吸引消費者的優(yōu)勢以及小型實體母嬰店渠道的劣勢,以彼之優(yōu)勢補己之不足。在對小型實體母嬰店的發(fā)展現(xiàn)狀有了充分了解并且認識到吸引消費者購買的真正原因的基礎上,本研究從4R理論的視角入手,并且引入了利基市場、利基戰(zhàn)略的概念,從產(chǎn)品差異化、推廣差異化、服務差異化、反應機制差異化、價值鏈增值差異化五個層面應對母嬰市場同質(zhì)化嚴重的問題,在互聯(lián)網(wǎng)時代背景下,利用新平臺和新技術(shù)創(chuàng)新發(fā)展路徑,建立與顧客的雙向聯(lián)系,獲得競爭優(yōu)勢,為小型實體母嬰店提供可行性發(fā)展策略。本研究的意義在于從理論的高度對小型實體母嬰店的發(fā)展提供指導,目前國內(nèi)在這方面的研究較為匱乏,因此本研究具有一定的理論創(chuàng)新性。本研究采用理論與實際相結(jié)合的方式,在深入研究4R營銷理論、差異化理論、利基市場理論的基礎上,以實際調(diào)查結(jié)果為依據(jù),為小型實體母嬰店的經(jīng)營者提供差異化經(jīng)營建議,旨在幫助小型實體母嬰店擺脫夾縫中艱難生存的現(xiàn)狀,并推動我國母嬰市場健康、可持續(xù)發(fā)展。更期待通過本研究起到拋磚引玉的作用,為給萬千中國家庭提供安全、便捷的購物環(huán)境盡自己的綿薄之力。
[Abstract]:In order to cope with the aging of the population, China began to implement a comprehensive two-child policy since October 2015. According to the forecast by the authorities, the number of newborns will reach 3 million by 2018. China is set to usher in a sustained baby boom. The announcement of the policy is like a spring thunderstorm in the mother and child market, according to a survey of the Chinese mother and child industry released by Ary Consulting. China's mother and child market has exceeded 2 tillion yuan in 2015, and the number will continue to climb in the next few years. Baby clothing, milk powder, diapers and other markets will all reach an unprecedented scale, in addition. Industry figures point out: prenatal care and health care, post-natal recovery, early childhood education, home economics and other services market demand is also growing rapidly. Mother and child related industries have entered the golden period of development. Driven by the policy, a large number of competitors poured into the mother and child market, there are traditional large-scale shopping malls, mother and child chain agencies. More rely on the Internet platform of the rapid development of new e-commerce enterprises, in addition, small investment, low threshold of small physical mother and child stores are also like bamboo shoots in the country in general. Mother and child industry is really as we see. What kind of form? In this paper, the research object is small entity mother and child store, through the investigation of the small entity mother and child store owner in many areas of Shandong province, it is concluded that the development situation of the small entity mother and child store is not ideal at present. Faced with such practical problems as product homogenization, being squeezed by large entity operators and electronic commerce, the passenger flow is not ideal, the operating cost is high, and the quality of the operators is not uniform and so on. Most of the operators in the state of non-profit or negative profit, development encountered bottlenecks. In view of this situation, I set up a questionnaire to the actual consumer of maternal and child products and services to conduct extensive surveys. On the basis of the statistical analysis of the results, the factors that affect consumers' purchasing behavior are obtained, and it is expected to analyze the e-commerce channels and large-scale commercial superfluous. The chain chain channel attracts the consumer the superiority and the small entity mother and child shop channel disadvantage. On the basis of fully understanding the current situation of the development of small entity mother-and-child stores and recognizing the real reasons for attracting consumers to buy, this study starts from the perspective of 4R theory. And introduced the concept of niche market, niche strategy, from product differentiation, promotion differentiation, service differentiation, response mechanism differentiation. Value chain value-added differentiation five levels to deal with the mother and child market homogeneity serious problems, under the background of the Internet era, the use of new platforms and new technological innovation development path, to establish a two-way relationship with customers. The purpose of this study is to provide guidance for the development of small physical mother and child stores from the perspective of theory. At present, the domestic research in this area is relatively scarce, so this study has a certain theoretical innovation. This study uses the combination of theory and practice, in the in-depth study of 4R marketing theory, differentiation theory. On the basis of the niche market theory and the actual investigation results, the paper provides differential management advice for the operators of the small entity mother and child store, aiming to help the small entity mother and child store get rid of the difficult survival status quo in the gap. And promote the healthy and sustainable development of China's mother and child market. We hope that through this study to play a role in providing thousands of Chinese families with a safe and convenient shopping environment to do their best.
【學位授予單位】：山東師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F721

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