【作者】 王鑫；

【导师】 王创；

【作者基本信息】 华南理工大学 ， 营销管理（专业学位）， 2019， 硕士

【摘要】 随着近年来我国经济的快速发展,消费者对婴童产品的需求越来越大。由于该行业目前从经营模式、销售渠道和产品格局等差异较小,因此从长久发展来看,品牌的竞争很大程度决定了行业的竞争。文章通过对国内外营销策略的研究相关的梳理明确了营销管理的内涵和内容,并进一步将营销管理中的理论和策略应用到A公司的营销策略分析与研究上。文章首先介绍了A公司的概况和营销现状,其次分析了A公司面对的营销环境即内部环境和外部环境,运用SWOT分析了A公司的优势、劣势、机会和威胁。接着重点阐述A公司在营销策略即营销战略和营销策略方面存在的问题,并对产生这些问题的原因进行了深入剖析。最后针对这些问题,有针对性的提出了A公司在营销战略上和营销组合策略方面的优化建议。本文从A公司母婴产品的视角出发,就其在网络市场营销的诸多环节实施过程中遇到的问题进行探讨、研究,以期找到更适合当下母婴产品在我国互联网时代市场环境的营销组合策略。更多还原

【Abstract】 With the rapid development of China’s economy in recent years,consumer demand for baby products is increasing.Because of the small differences in business model,sales channel and product pattern,brand competition determines the competition of the industry to a great extent in the long run.By combing the course of development of the domestic and international marketing strategy and research status clear the meaning and content of the marketing and management,and further analysis and Study of marketing management theory and strategy applied to a company’s marketing strategy of the world.First of a world external.In this paper,the maternal and infant products of baby and Baby Products Co.,Ltd.are taken as the research object.Secondly,it analyses the marketing environment a company is facing,that is,internal environment and external environment.Using the SWOT analytical model explicitly the A company,weaknesses,opportunities and threats.Then it focuses on the problems of A company’s marketing strategy,that is,marketing strategy and marketing strategy,and deeply analyses the causes of these problems.Finally,aiming at these problems,this paper puts forward some suggestions on the optimization of A company’s marketing strategy and marketing mix strategy.From the perspective of Guan parent company’s mother-to-child products,this paper explores and studies the problems encountered in the implementation of many aspects of online marketing,with a view to finding a more suitable marketing mix strategy for the current mother-to-child products in the market environment of the Internet era in China.更多还原