广州BBL婴童用品公司营销战略研究

发布时间：2018-02-05 23:45

本文关键词： 营销战略营销策略 STP规划 SWOT分析　出处：《湖南农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国婴童用品市场正走在快速扩充的道路上,不断扩大的市场规模给婴童用品企业带来的不只有机遇,还有挑战。目前,我国婴童用品市场竞争日趋激励,在部分产品领域还出现了同质化竞争的现象。而我国婴童用品制造企业在营销的过程中普遍存在目标市场模糊、产品特点不鲜明、品牌形象难以确立等问题,这将严重制约其市场竞争能力。BBL公司是一家总部设立于中国广州,从事于婴童用品生产的中型企业。在新的市场竞争形式下,需要BBL公司对营销战略作出研究,以促进企业的发展。本文从企业财务、生产研发、组织结构、人力资源四个方面对BBL公司内部的营销环境作出了描述；从婴童用品行业的宏观环境、行业内部的竞争情况、行业消费者特点三个角度对BBL公司外部营销环境做了描述性分析。运用SWOT分析的方法对BBL公司内、外部营销环境做出分析与BBL公司营销战略决策的匹配。然后,结合STP营销理论提出了在目标市场定位的基础上采取差异化的市场竞争战略和以密集化增长为主、一体化增长为辅的市场发展战略规划。并且针对BBL公司营销战略规划的内容,根据4P营销理论；在产品、价格、渠道、促销组合四个方面提出的具体的营销对策,将营销战略通过营销策略的形式予以落实。在完成上述研究的基础上,本文还针对BBL公司营销战略的实施与保障工作提出了对策与建议,确保其营销战略的实施与管理。
[Abstract]:China's infant and children's products market is on the road of rapid expansion. The expanding market scale brings not only opportunities but also challenges to infant and child products enterprises. At present, the market competition of infant and children's articles in China is increasingly encouraged. In some product areas, there is a phenomenon of homogeneity competition. However, in the process of marketing, the target market is vague, the product characteristics are not clear, the brand image is difficult to establish and so on. This will seriously restrict its market competitiveness. BBL is a medium-sized enterprise headquartered in Guangzhou, China, engaged in the production of baby articles. Under the new market competition. Need BBL to research marketing strategy to promote the development of enterprises. This paper from corporate finance, production research and development, organizational structure. The marketing environment of BBL company is described in four aspects of human resources. From the baby products industry macro environment, the industry within the competition. This paper describes the external marketing environment of BBL Company from three aspects of the characteristics of industry consumers and applies the method of SWOT analysis to the BBL Company. The external marketing environment makes the analysis and the BBL company marketing strategic decision match. Then. Combined with STP marketing theory, this paper puts forward a differentiated market competition strategy based on the target market positioning and intensive growth. According to the content of marketing strategy planning of BBL company, according to 4P marketing theory; In the product, the price, the channel, the promotion combination four aspects proposed the concrete marketing countermeasure, will the marketing strategy through the marketing strategy form to be carried out. On the basis of completing the above research. This paper also puts forward some countermeasures and suggestions to ensure the implementation and management of BBL's marketing strategy.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.8

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