“棉果果”品牌婴幼儿服装进入聊城市场的营销策略研究

发布时间：2018-04-20 00:10

本文选题：婴幼儿服装品牌 + 营销策略　；参考：《吉林财经大学》2017年硕士论文

【摘要】：过去几年间婴童行业的消费量每年都保持高速增长的态势,已成为我国最有潜力的消费市场之一,但由于中国本土婴幼服装行业起步晚,基础差,在行业发展中仍存在诸多问题,比如高端市场被外国品牌占据,国内品牌缺乏核心竞争力,价格战持续不断等。2012年“棉果果”品牌婴幼儿服装在青岛创立品牌后,其产品凭借过硬的质量和优质的服务,以及大量铺货上新等形式,在青岛婴幼儿服装市场赢得了许多份额。按照公司的发展规划,今后将进一步拓展省内兄弟地市的区域市场,聊城市场也囊括在内。而聊城婴幼儿服装市场本身还存在产品单一、附加值低等诸多问题,“棉果果”品牌若想成功进入聊城市场必须做深入的研究工作。基于此,本文拟基于市场营销学理论,从分析聊城婴幼儿服装市场现状入手,先分析影响聊城地区婴幼儿服装品牌竞争的因素有哪些,其次对接各类影响因素,分析“棉果果”婴幼儿服装品牌自身有哪些优劣势,最后,准确提出“棉果果”婴幼服装进入聊城市场的精准定位,并给出合理的营销策略。因此,文章正文第一部分首先介绍了国外营销理论概述以及国内某些服装品牌打开新兴市场的营销策略分析。第二部分列举出聊城地区婴幼儿服装存在的诸多问题和影响消费者实际购买行为的诸多因素。第三部分介绍了“棉果果”服装品牌的产生和发展,并运用SWOT分析法,分析该品牌的竞争优劣势、外部机会与威胁,对接到各类影响因素中。及时提出该品牌进入聊城地区的目标选择和精准定位。第四部分便结合SWOT分析的结果,从产品、价格、渠道、促销等方面给出“棉果果”品牌进入聊城市场的营销策略。最后,本文还谈到一些具体措施,以期更好的服务于这些营销策略,保障策略的顺利开展。
[Abstract]:In the past few years, the consumption of infant and child industries has maintained a trend of rapid growth every year, and has become one of the most potential consumer markets in China. However, due to the late start of the local infant and children's clothing industry in China, the foundation is poor. There are still many problems in the development of the industry, such as the high-end market occupied by foreign brands, the lack of core competitiveness of domestic brands, and the continuing price war. Its products with excellent quality and high quality service, as well as a large number of new goods on the new form, in Qingdao infant clothing market has won a lot of share. According to the company's development plan, we will further expand the regional market of our brothers in the province, including Liaocheng market. However, there are many problems in Liaocheng infant clothing market, such as single product, low added value and so on. If the brand of "cotton fruit and fruit" wants to enter Liaocheng market successfully, it must do deep research work. Based on this, based on marketing theory, this paper analyzes the current situation of infant clothing market in Liaocheng, analyzes the factors that affect the competition of infant clothing brands in Liaocheng area, and then connects with all kinds of influencing factors. This paper analyzes on the advantages and disadvantages of "cotton fruit" infant clothing brand, and finally puts forward the accurate positioning of "cotton fruit" infant clothing into the market of Liaocheng, and puts forward the reasonable marketing strategy. Therefore, the first part of the text introduces the overview of foreign marketing theory and the marketing strategy analysis of some domestic clothing brands opening up to emerging markets. The second part enumerates many problems of infant clothing in Liaocheng area and many factors that affect consumers' actual purchasing behavior. The third part introduces the emergence and development of "cotton fruit" clothing brand, and analyzes the competitive advantages and disadvantages, external opportunities and threats of the brand by using SWOT analysis. Timely put forward the brand into the Liaocheng area target selection and accurate positioning. The fourth part combined with the results of SWOT analysis, from the product, price, channel, promotion and other aspects of the "cotton fruit" brand into the Liaocheng market marketing strategy. Finally, this paper also discusses some specific measures to better serve these marketing strategies, to ensure the smooth development of the strategy.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F274

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