【作者】 张岩；

【导师】 闫超；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 随着2016年1月1日二孩政策的全面实施,以及我国消费的持续升级,国内孕婴市场也随之迎来快速增长阶段。面对如此体量庞大的朝阳产业,孕婴产业链上参与者为争夺更大份额的市场蛋糕不断加大投资,竞争越来越激烈。对于吉林省内规模较大的喜宝孕婴有限公司如何在激烈的竞争中生存和发展,市场营销策略尤为重要。本课题在市场营销理论的支持下,以及对孕婴行业优秀营销案例研究分析,提出了喜宝孕婴有限公司的营销管理策略。通过本文完善后的营销策略,喜宝孕婴有限公司如果能够提高营销服务能力、营销创新能力、营销管理能力,在激烈的竞争中发展壮大。同时如果能对其他的孕婴实体店在市场营销方面起到借鉴参考作用,也是有现实意义的。本文以喜宝孕婴有限公司孕婴产品为研究对象。首先,对喜宝孕婴有限公司的基本情况进行介绍,在产品、服务、渠道、促销等方面概述喜宝孕婴有限公司孕婴产品的营销现状。通过分析指出现阶段喜宝孕婴有限公司在产品、价格、渠道、促销等方面存在的问题。其次,通过宏观和微观两方面分析喜宝孕婴有限公司的营销环境。其中,宏观环境从人口环境、经济环境、政治法律环境、技术环境和文化环境五个方面进行分析。微观环境包括喜宝孕婴有限公司的经营情况、供应商、顾客群体和同行业竞争者。再运用SWOT矩阵对喜宝孕婴有限公司内外部关键因素进行匹配,比较后找出适合喜宝孕婴有限公司的战略。最后,在STP模型基础上,探索顾客导向的市场营销战略,通过将完整市场细分,目标市场选择,差异化定位的价值主张,完善喜宝孕婴有限公司孕婴产品的营销组合策略。为了保障喜宝孕婴有限公司的营销策略得以顺利实施,本文最后提出了针对性地实施保障:包括企业文化、制度、人力资源和物流库存管理。通过分析研究发现:第一,随着线上孕婴消费场景日臻丰富,对线下实体孕婴店的冲击越来越大,单纯依靠孕婴产品很难有利润保障,线下孕婴店只有真正做到以客户为中心,满足目标客户的消费需求,将客户服务做到极致化、差异化,才能得到消费者的信赖和支持,才能吸引并留住目标客户。第二,随着移动互联技术的不断成熟,物流成本的不断下降,现在线上购物越来越便捷,现在孕婴店仅仅依靠实体店这一单一渠道很难实现业务扩展。特别是在2020年的新冠疫情暴发之后,人们逐渐习惯了网上购物,实体孕婴店要想在全渠道零售逐渐成为发展趋势的情况下生存发展,就必须实现线下和线上的渠道融合。第三,实体孕婴店要想在同行业竞争者中具备竞争优势就必须对孕婴店实施精细化管理,包括员工的管理、孕婴商品的管理、库存的管理和会员的管理等。希望通过本文的探索研究,可以使新零售时代的喜宝孕婴有限公司找到适合自身发展的营销策略,抓住机会发展壮大。更多还原

【Abstract】 With the full implementation of the two-child policy on January 1,2016 and the continuous upgrading of consumption in China,the domestic baby market has also ushered in a rapid growth stage.In the face of such a huge sunrise industry,the participants in the pregnancy and baby industry chain are increasing their investment for a larger share of the market cake,and the competition is becoming more and more fierce.Marketing strategy is particularly important for Jilin Province’s larger Xibao Maternal and infant Co.LTD.With the support of marketing theory and the analysis of excellent marketing cases in pregnancy industry,this paper puts forward the marketing management strategy of Xibao Maternal and infant Co.LTD.Through the perfect marketing strategy of this paper,if Xibao pregnant Baby Co.,Ltd.can improve its marketing service ability,marketing innovation ability and marketing management ability,it will develop and grow in the fierce competition.At the same time,it is of practical significance if it can play a reference role in marketing for other pregnant and infant physical stores.This article takes the pregnant baby products of Xibao pregnant baby Co.,Ltd as the research object.First of all,this paper introduces the basic situation of Xibao pregnancy and Baby Co.,Ltd.,and summarizes the marketing status of Xibao pregnancy and Baby Co.,Ltd.The problems in product,price,channel and promotion are pointed out through analysis.Secondly,through macro and micro analysis of Xibao Maternal and infant Co.LTD,marketing environment.Among them,the macro environment is analyzed from five aspects: population environment,economic environment,political and legal environment,technical environment and cultural environment.The micro environment includes the operating situation,suppliers,customer groups and competitors in the same industry.And then use the SWOT matrix to match the internal and external key factors of Xibao Maternal and infant Co.LTD.Finally,on the basis of the STP model,this paper explores the customer-oriented marketing strategy.By subdividing the complete market,selecting the target market and positioning the value proposition of differentiation,the marketing combination strategy of pregnancy products of Xibao Maternal and infant Co.LTD is improved.In order to ensure the smooth implementation of the marketing strategy of Xibao Maternal and infant Co.LTD,this paper finally puts forward the targeted implementation guarantee: including corporate culture,system,human resources and logistics inventory management.Through analysis and research,it is found that: first,with the increasing wealth of online pregnancy consumption scene,the impact on offline entity pregnancy shop is increasing,it is difficult to have profit guarantee by relying solely on pregnant products.Second,with the continuous maturity of mobile interconnection technology and the continuous decline of logistics costs,online shopping is becoming more and more convenient.Now it is difficult to realize business expansion by relying on the single channel of physical store.Especially after the outbreak of the new crown epidemic in 2020,people are gradually used to online shopping.If the physical baby shop wants to survive and develop under the condition that the whole channel retail gradually becomes the development trend,it must realize the integration of offline and online channels.Third,if the entity pregnant shop wants to have the competitive advantage among the competitors in the same industry,it must carry out the fine management of the pregnant shop,including the management of the staff,the management of the pregnant goods,the management of the inventory and the management of the members.It is hoped that through the exploration and research of this paper,the new retail era of Xibao Maternal and infant Co.LTD can find a marketing strategy suitable for its own development and seize the opportunity to develop and grow.更多还原