本文選題：定位　切入點(diǎn)：快速消費(fèi)品　出處：《華東理工大學(xué)》2014年碩士論文

【摘要】：隨著獨(dú)生子女政策在中國(guó)的普及,年輕的爸爸媽媽們?cè)絹?lái)越關(guān)注孩子的養(yǎng)育呵護(hù),這必然導(dǎo)致嬰兒護(hù)理品市場(chǎng)的迅速發(fā)展,市場(chǎng)前景一片繁榮。隨之而來(lái)的是,越來(lái)越多的嬰幼兒護(hù)膚品品牌涌入市場(chǎng),形成了一個(gè)競(jìng)爭(zhēng)激烈而又豐富多彩的經(jīng)濟(jì)市場(chǎng)。因?yàn)檫M(jìn)入市場(chǎng)早,美國(guó)強(qiáng)生嬰兒在嬰兒護(hù)膚品領(lǐng)域一直占據(jù)霸主地位,其他品牌望塵莫及。市場(chǎng)變幻莫測(cè),伴隨著嬰幼兒用品市場(chǎng)規(guī)模的不斷擴(kuò)大,許多投資者把目光聚焦在嬰幼兒護(hù)膚品領(lǐng)域。如噯呵、青蛙王子、親皙寶貝、多啦愛(ài)夢(mèng)等品牌一舉進(jìn)入嬰幼兒護(hù)膚品市場(chǎng)。尤其是上海曖呵母嬰用品國(guó)際貿(mào)易有限公司(本文簡(jiǎn)稱“噯呵”),在短短的六年時(shí)間里,在國(guó)內(nèi)市場(chǎng)的銷售排名僅次于強(qiáng)生嬰兒,甚至在部分KA系統(tǒng)銷售已超越了強(qiáng)生嬰兒,對(duì)強(qiáng)生嬰兒在國(guó)內(nèi)市場(chǎng)中的霸主地位產(chǎn)生了極大的沖擊。本文希望通過(guò)對(duì)噯呵的分析與研究,給已經(jīng)或即將進(jìn)入嬰幼兒護(hù)膚品領(lǐng)域的企業(yè)們提供一定的借鑒與幫助。 本文的研究對(duì)象是上海噯呵母嬰用品國(guó)際貿(mào)易有限公司。本文首先就論文的選題背景、研究目的及意義進(jìn)行簡(jiǎn)要說(shuō)明,并對(duì)本文運(yùn)用到的相關(guān)理論進(jìn)行一定的闡述與分析。接著,針對(duì)噯呵的天然草本系列產(chǎn)品市場(chǎng)實(shí)際運(yùn)營(yíng)狀況,在對(duì)噯呵公司的內(nèi)外部環(huán)境進(jìn)行分析的基礎(chǔ)上,運(yùn)用波特五力模型、消費(fèi)者行為、市場(chǎng)細(xì)分與目標(biāo)市場(chǎng)決策以及營(yíng)銷組合等相關(guān)理論,對(duì)天然草本系列產(chǎn)品的市場(chǎng)進(jìn)行了定位,并對(duì)其市場(chǎng)營(yíng)銷組合策略進(jìn)行深入的研究,提出了相應(yīng)的組織支持結(jié)構(gòu)。本文的創(chuàng)新之處在于通過(guò)對(duì)市場(chǎng)營(yíng)銷策略理論的分析研究,針對(duì)嬰幼兒護(hù)膚品的營(yíng)銷策略給出自己的見(jiàn)解,同時(shí)在營(yíng)銷策略的執(zhí)行控制上,論文運(yùn)用多角度的思維方式,將自身的工作經(jīng)驗(yàn)與市場(chǎng)營(yíng)銷策略理論知識(shí)融合起來(lái),提出了嬰幼兒護(hù)膚品行業(yè)發(fā)展的新思路。
[Abstract]:With the popularity of the one-child policy in China, young parents are paying more and more attention to the care of their children, which is bound to lead to the rapid development of baby care products market and a prosperous market.As a result, more and more infant skin care brands pour into the market, forming a competitive and colorful economic market.Because of the early entry into the market, American baby Johnson has been occupying a dominant position in the field of baby skin care, and other brands have not been able to catch up.With the increasing size of infant products market, many investors are focusing on infant skin care products.Such as belching, frog prince, love baby, love dream and other brands into the infant skin care market.In particular, in a short period of six years, the Shanghai warm Har Maternal and Child products International Trade Co., Ltd. (this article is referred to as "belching") ranked second only to Johnson in sales in the domestic market. Even in some Ka systems, the sale of babies has surpassed that of Johnson.Johnson baby in the domestic market has had a great impact on the dominant position.This paper hopes to provide some reference and help to the enterprises that have entered or will soon enter the field of infant skin care through the analysis and research of belching.The research object of this paper is Shanghai belching Maternal and Child products International Trade Co., Ltd.In this paper, the background, research purpose and significance of the thesis are briefly explained, and the relevant theories used in this paper are expounded and analyzed.Then, in view of the actual market operation situation of the natural herbaceous products in belching, on the basis of the analysis of the internal and external environment of the belching company, using the Porter's five-force model, consumer behavior,Based on the theories of market segmentation, target market decision and marketing combination, the market of natural herbaceous products is positioned, and the marketing combination strategy of natural herbaceous products is studied deeply, and the corresponding organizational support structure is put forward.The innovation of this paper is that through the analysis and research of the marketing strategy theory, the author puts forward his own opinion on the marketing strategy of infant skin care products. At the same time, the paper uses the multi-angle thinking mode in the execution control of the marketing strategy.Based on the combination of self working experience and marketing strategy theory, a new idea of infant skin care industry is put forward.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.72

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本文編號(hào)：1714485