北京市母婴用品零售企业发展战略研究

发布时间：2018-05-08 09:30

本文选题：北京市 + 母婴用品零售企业　；参考：《首都经济贸易大学》2013年硕士论文

【摘要】：母婴用品是指以孕期哺乳期妇女和0～3岁婴幼儿为目标消费群体，满足他们各类需求的产品，主要包括衣、食、用、行、医、教等六大类。从2006年以来，年龄结构导致的已婚育龄妇女人数增加，以及双独家庭增多导致生育二胎家庭比例的提高，我国现在正面临第四个“婴儿潮”的到来，大量婴儿的出生使得母婴用品零售市场不断增长【17】。北京作为中国的首都，经济发展取得巨大成就，居民可支配收入的提高使得北京市母婴用品的需求日益扩大，北京市母婴用品零售市场也蕴藏巨大的市场潜力。在北京市母婴用品零售企业迎来良好发展机遇的同时，面临着资本的大量涌入、电商企业的强势崛起，，未来的竞争可谓风起云涌。本文以零售业态理论为依据，将北京市母婴用品零售企业划分为五种类型。并以战略管理理论为基础，应用波特竞争力模型、核心能力理论和宏观分析法等理论和分析工具对北京市母婴用品零售市场的现状及案例企业乐友公司的业务发展情况进行分析，通过梳理乐友公司的发展战略及经验的总结，为北京市的其他母婴用品零售企业提供借鉴意义。本文还以北京管庄地区为例，通过问卷调查，研究区域内消费者的消费习惯，总结区域内各母婴用品零售企业的优势和存在的问题。调查得出的结论为北京市母婴用品零售企业发展战略研究提供参考。同时，本文对北京市母婴用品零售企业提出的战略建议，具有较强的可操作性，可以为其他的北京母婴用品零售企业及从业者提供决策参考。
[Abstract]:Maternal and infant supplies refer to the target consumer group of breast-feeding women and 3-year-old infants during pregnancy to meet their various needs, including clothing, food, use, line, medicine, teaching and other six categories. Since 2006, with an increase in the number of married women of childbearing age due to age structure, and an increase in the proportion of families with two children due to an increase in the number of two-child families, the country is now facing the fourth "baby boom". A large number of babies are born and the retail market for maternal and child supplies continues to grow [17]. As the capital of China, Beijing has made great achievements in economic development, and the increasing disposable income of residents has made the demand for maternal and child supplies in Beijing expanding day by day, and the retail market of maternal and infant articles in Beijing has great market potential. At the same time, the retail enterprises of maternal and infant articles in Beijing are facing a large influx of capital, the strong rise of e-commerce enterprises, the competition in the future can be described as a surge. Based on the theory of retail trade, this paper divides Beijing Maternal and Child products Retail Enterprises into five types. Based on the theory of strategic management, the author applies Porter's competitiveness model. The core competence theory and macro analysis tools are used to analyze the present situation of Beijing Maternal and Child products Retail Market and the business development situation of Leyou Company. The development strategy and experience of Leyou Company are summarized by combing the development strategy of Leyou Company. Beijing for other maternal and child supplies retail enterprises to provide reference. This article also takes Beijing Guanzhuang area as an example, through the questionnaire investigation, studies the area consumer's consumption habit, summarizes the region each mother and child article retail enterprise superiority and the existence question. The conclusion of the investigation provides a reference for the development strategy of Beijing Maternal and Child articles Retail Enterprises. At the same time, the paper has strong maneuverability for the strategic suggestion of Beijing Maternal and Child articles Retail Enterprises, which can provide decision reference for other Beijing Maternal and Child articles Retail Enterprises and practitioners.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.89;F724.2

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