J公司婴幼儿服饰网络营销策略研究

发布时间：2018-03-31 06:28

本文选题：J公司　切入点：婴幼儿服饰　出处：《云南大学》2013年硕士论文

【摘要】：中国在2008年-2020年预计迎来第四次出生人口高峰,因此婴幼儿服饰市场存在巨大的发展空间和商机。随着人们生活水平的提高、计划生育政策的影响,父母对孩子的关注度越来越高,婴幼儿服饰的消费者对产品提出了新的要求,特别在安全健康方面尤为重视。近年来,以互联网技术和信息科技为依托的电子商务发展惊人,极大地吸引了众多生产企业的目光。J公司是一家大型纺织服装生产企业,拥有婴幼儿服饰的生产和经营条件,目前没有涉足电子商务领域。在当前信息技术与互联网科技飞速发展的背景下,J公司需要通过电子商务渠道的开辟来实施一系列网络营销策略,增加其婴幼儿服饰产品的销量。本文应用营销理论、战略理论、客户价值理论、STP理论及PEST分析、波特五力分析模型、SWOT分析等多种分析方法和模型对J公司面临的外部环境进行了综合梳理,从社会／人口、技术、经济、环境／自然、政治／法律、道德六大角度研究其宏观环境因素,从五种竞争力和需求市场细分的角度对微观环境进行了分析,并在充分把握外部机会和威胁的基础上,结合企业自身优劣势分析对该公司婴幼儿服饰产品进行目标市场及其竞争战略的选择,最后提出涵盖产品策略、价格策略、渠道策略、沟通策略四个方面的网络营销组合策略作为解决方案。
[Abstract]:China is expected to see its fourth birth population peak from 2008 to 2020, so there is huge room for development and business opportunities in the infant clothing market. With the improvement of people's living standards, the impact of the family planning policy, Parents are paying more and more attention to their children, and consumers of infant clothing have put forward new requirements for their products, especially in terms of safety and health. In recent years, e-commerce based on Internet technology and information technology has developed surprisingly. J company is a large textile and clothing production enterprise, which has the production and management conditions of infant clothing. Under the background of the rapid development of information technology and Internet technology, company J needs to implement a series of network marketing strategies through the opening of e-commerce channels to increase the sales of its infant clothing products. In this paper, marketing theory, strategic theory, customer value theory and PEST analysis are used to analyze the external environment of J Company. The macro environmental factors of technology, economy, environment / nature, politics / law and morality are studied, and the micro environment is analyzed from five aspects of competitiveness and market segmentation of demand. On the basis of taking full advantage of the external opportunities and threats, combined with the analysis of the advantages and disadvantages of the enterprise itself, this paper analyzes the choice of the target market and the competitive strategy of the infant clothing products of the company, and finally puts forward the product strategy, price strategy, channel strategy, including the product strategy, the price strategy and the channel strategy. Communication strategy four aspects of the network marketing mix strategy as a solution.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

【参考文献】