宝得适品牌儿童安全座椅鞍山地区营销策略研究

发布时间：2018-04-16 19:04

本文选题：宝得适品牌 + 鞍山　；参考：《沈阳理工大学》2017年硕士论文

【摘要】：2000年以来,我国进入汽车高速增长时代,随之而来的交通安全问题也日益突出,引起了公众的广泛关注。一组公安部发布的数据触目惊心:我国每年因交通事故有超过1.85万名14岁以下儿童伤亡,死亡率是欧洲的2.5倍、美国的2.6倍,交通事故已经成为14岁以下儿童的第一死因。正确使用儿童安全座椅可以将事故的伤亡率降低70%。但是,我国目前汽车儿童安全座椅使用率仍不足1%。为有效控制交通事故给儿童带来的伤害,我国切实加强了对儿童安全座椅的政策引导。随之而来的是,消费者的安全意识逐渐提高,而作为发展中国家的中国,人口众多,儿童所占比例巨大,儿童安全座椅的市场潜力很大,众多儿童安全座椅品牌来竞争这个市场,因此儿童安全座椅行业竞争日益激烈。通过有效的营销手段,迅速占领市场份额,对各个安全座椅品牌尤为重要。本文以宝得适品牌为研究对象,运用市场营销理论,对宝得适品牌儿童安全座椅鞍山地区营销策略进行研究。全文共分为六章。第一章为绪论,介绍论文研究的背景和意义;国内外研究综述;本文的研究构架及主要内容;研究思路与方法。第二章是市场营销相关理论概述,包括市场营销概念界定;STP理论、市场营销4P理论和市场营销其他相关理论。第三章是宝得适品牌简介,包括宝得适品牌概况、宝得适品牌儿童安全座椅产品介绍以及宝得适品牌的定位。第四章是宝得适品牌儿童安全座椅鞍山地区营销环境分析,对宏观、微观环境以及SWOT进行系统的分析。第五章是宝得适品牌儿童安全座椅鞍山地区营销存在的问题分析。第六章是宝得适品牌儿童安全座椅鞍山地区营销策略存在问题的解决对策。
[Abstract]:Since 2000, China has entered the era of rapid growth of automobiles, and the traffic safety problems have become increasingly prominent, which has aroused widespread public concern.A group of data released by the Ministry of Public Security is startling: more than 18500 children under 14 years old are killed and killed in traffic accidents in China every year. The mortality rate is 2.5 times higher in Europe and 2.6 times in the United States. Traffic accidents have become the first cause of death for children under 14 years of age.Proper use of child seat can reduce accident casualty rate by 70%.However, China's current car child safety seat use rate is still less than 1.In order to effectively control the injuries to children caused by traffic accidents, our country has strengthened the policy guidance to children's safety seats.As a developing country, China, with a large population and a large proportion of children, has great market potential for child safety seats.Many children's safety seat brands compete in this market, so the children's safety seat industry is becoming more and more competitive.Through effective marketing means, quickly occupy the market share, for each safety seat brand is particularly important.Based on the theory of marketing, this paper studies the marketing strategy of Baodeshi brand in Anshan area of children's safety seat.The full text is divided into six chapters.The first chapter is the introduction, which introduces the background and significance of the research, the research review at home and abroad, the research framework and main contents, the research ideas and methods.The second chapter is a summary of marketing theories, including STP theory, 4P theory and other related theories.The third chapter is a brief introduction of Baodeshi brand, including the general situation of Baotsui brand, the product introduction of child safety seat and the positioning of Baotsui brand.The fourth chapter is the analysis of the marketing environment in Anshan area of Baodeshi brand children's safety seat. The macro, micro environment and SWOT are systematically analyzed.The fifth chapter is the analysis of the problems existing in the marketing of child safety seat in Anshan area.The sixth chapter is the solution to the problems in the child safety seat Anshan area.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.8

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