长沙至爱母婴日用品有限公司市场营销策略研究
发布时间：2018-08-25 07:15
【摘要】：市场营销策略是建立在经济科学、管理科学、行为科学和现代科学技术基础之上的营销学的应用,在经济全球化的背景下,它已日益成为企业在激烈竞争市场中谋求生存和发展的管理利器,也是指导企业进行产品销售经营不可忽视的重要环节。长沙至爱母婴日用品有限公司是一家定位于孕妇及0至6岁婴幼儿的母婴日用品零售企业,经过近年来良好的经营管理,取得了短期内的成功,但从长期发展的角度来看,原有的营销策略模式已不能满足企业未来的发展需求,企业的经营面临着严峻的挑战。企业亟待在充分认识消费者需求的前提下,满足消费者需求在整个营销过程中所应采取的一系列活动,促进企业市场营销观的质的飞跃。本文从企业科学有效发展的角度出发,在对企业进行SWOT分析后,明确自身存在的优势与劣势,全方位的认清企业的核心资源和竞争力,然后通过对企业市场营销战略的选择,从成长的角度对长沙至爱母婴日用品公司的发展提出了三点相应策略:一是公司的市场应定位于整个湖南省,除了在省会长沙站稳脚以外,还要积极的开拓周边市场,形成一种规模效应,积极的建立起企业的品牌形象;二是公司在发展实体店面的同时,也要注重开拓电话和网络销售渠道,相互弥补,相互促进;三是大力促进连锁加盟店的发展,以超过竞争对手的发展速度获得竞争优势。论文最后,针对制定的市场营销组合策略,提出了几点保障措施,主要包括:完善母婴日用品市场营销信息管理系统,建立母婴日用品市场质量管理体系,健全母婴日用品市场营销人员培训体系和营造母婴日用品服务的社会营销文化。通过本文的研究,借以实现长沙至爱母婴日用品有限公司品牌内涵的完善,实现产品的增值,从而拉近企业与顾客之间的距离,为企业积累宝贵的客户资源,培养顾客忠诚度。
[Abstract]:Marketing strategy is the application of marketing science based on economic science, management science, behavioral science and modern science and technology. It has increasingly become a management weapon for enterprises to survive and develop in the fierce competition market, and it is also an important link that can not be ignored in guiding enterprises to conduct product sales and management. Changsha Zhiai Maternal and Child Commodity Co., Ltd. is a retail enterprise for maternal and infant commodities, which is aimed at pregnant women and children aged 0 to 6 years. After good management in recent years, it has achieved success in the short term, but from the perspective of long-term development, The original marketing strategy model can not meet the future development needs of enterprises, enterprise management is facing severe challenges. It is urgent for enterprises to meet the needs of consumers on the premise of fully understanding the needs of consumers in order to promote the qualitative leap in the view of enterprise marketing. From the point of view of the scientific and effective development of the enterprise, this paper, after analyzing the SWOT of the enterprise, makes clear the advantages and disadvantages of itself, fully recognizes the core resources and competitiveness of the enterprise, and then through the choice of the marketing strategy of the enterprise, From the perspective of growth, this paper puts forward three corresponding strategies for the development of Changsha Zhiai Maternal and Child Commodity Company: first, the company's market should be positioned in the entire Hunan Province, in addition to establishing a firm foothold in Changsha, the capital city, it should also actively develop the surrounding markets. Form a kind of scale effect, establish the brand image of the enterprise actively; second, the company should develop the entity storefront at the same time, also should pay attention to open up the telephone and the network sale channel, make up for each other, promote each other; Third, vigorously promote the development of chain stores, more than the development of competitors to gain competitive advantage. Finally, in view of the marketing combination strategy, the paper puts forward several safeguard measures, including: perfecting the marketing information management system of maternal and infant commodities, establishing the market quality management system of maternal and infant commodities. Perfect the training system of daily necessities marketing personnel and build the social marketing culture of daily necessities service for mother and child. Through the research of this paper, we can realize the perfection of the brand connotation of Changsha Zhiai Maternal and Child Commodity Co., Ltd., realize the increment of products, so as to narrow the distance between enterprises and customers, accumulate valuable customer resources for enterprises, and cultivate customer loyalty.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.2
[Abstract]:Marketing strategy is the application of marketing science based on economic science, management science, behavioral science and modern science and technology. It has increasingly become a management weapon for enterprises to survive and develop in the fierce competition market, and it is also an important link that can not be ignored in guiding enterprises to conduct product sales and management. Changsha Zhiai Maternal and Child Commodity Co., Ltd. is a retail enterprise for maternal and infant commodities, which is aimed at pregnant women and children aged 0 to 6 years. After good management in recent years, it has achieved success in the short term, but from the perspective of long-term development, The original marketing strategy model can not meet the future development needs of enterprises, enterprise management is facing severe challenges. It is urgent for enterprises to meet the needs of consumers on the premise of fully understanding the needs of consumers in order to promote the qualitative leap in the view of enterprise marketing. From the point of view of the scientific and effective development of the enterprise, this paper, after analyzing the SWOT of the enterprise, makes clear the advantages and disadvantages of itself, fully recognizes the core resources and competitiveness of the enterprise, and then through the choice of the marketing strategy of the enterprise, From the perspective of growth, this paper puts forward three corresponding strategies for the development of Changsha Zhiai Maternal and Child Commodity Company: first, the company's market should be positioned in the entire Hunan Province, in addition to establishing a firm foothold in Changsha, the capital city, it should also actively develop the surrounding markets. Form a kind of scale effect, establish the brand image of the enterprise actively; second, the company should develop the entity storefront at the same time, also should pay attention to open up the telephone and the network sale channel, make up for each other, promote each other; Third, vigorously promote the development of chain stores, more than the development of competitors to gain competitive advantage. Finally, in view of the marketing combination strategy, the paper puts forward several safeguard measures, including: perfecting the marketing information management system of maternal and infant commodities, establishing the market quality management system of maternal and infant commodities. Perfect the training system of daily necessities marketing personnel and build the social marketing culture of daily necessities service for mother and child. Through the research of this paper, we can realize the perfection of the brand connotation of Changsha Zhiai Maternal and Child Commodity Co., Ltd., realize the increment of products, so as to narrow the distance between enterprises and customers, accumulate valuable customer resources for enterprises, and cultivate customer loyalty.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.2
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