小型实体母婴店的差异化发展路径研究

发布时间：2018-01-24 08:06

本文关键词： 小型实体母婴店 4R理论利基市场差异化　出处：《山东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：为应对人口老龄化加剧,自2015年10月起我国开始实施全面二孩政策。据权威部门预测,到2018年,新生儿数量将达到300万人,中国将迎来一个持续的“婴儿潮”。这一政策的颁布,犹如一记春雷,炸响在母婴市场,由艾瑞咨询公司发布的中国母婴行业调查报告显示,2015年中国母婴市场已突破两万亿元,今后几年这一数字将继续攀升,婴儿服饰、奶粉、纸尿裤等市场都将达到空前的规模,另外,行业人士指出:产前的检查与保健、产后恢复、婴儿早期教育、家政等服务市场需求量也在急剧增长,母婴相关的产业已进入发展的黄金时期。在政策的推动下,大量竞争者涌入母婴市场,有传统的大型商场超市、母婴连锁机构,更有依靠互联网平台的新型电商企业迅猛发展,此外,投资小、门槛低的小型实体母婴店也如同雨后春笋一般在全国遍地开花。母婴行业是否真如我们所见,形式一片大好?本论文将研究对象定位为小型实体母婴店,通过对山东多地区的小型实体母婴店的店主进行访谈调查,分析得出小型实体母婴店目前的发展状况并不理想,面对诸如产品同质化严重、受到大型实体经营者和电子商务的挤压、客流量不理想、经营成本高、经营者素质参差不齐等现实问题,大部分经营者处于不盈利或者负盈利的状态,发展遭遇瓶颈。针对这一现状,本人设置调查问卷,对母婴产品和服务的实际消费者展开广泛调查,在对结果统计分析的基础上得出影响消费者购买行为的因素,期望从中分析出电商渠道和大型商超、连锁店渠道吸引消费者的优势以及小型实体母婴店渠道的劣势,以彼之优势补己之不足。在对小型实体母婴店的发展现状有了充分了解并且认识到吸引消费者购买的真正原因的基础上,本研究从4R理论的视角入手,并且引入了利基市场、利基战略的概念,从产品差异化、推广差异化、服务差异化、反应机制差异化、价值链增值差异化五个层面应对母婴市场同质化严重的问题,在互联网时代背景下,利用新平台和新技术创新发展路径,建立与顾客的双向联系,获得竞争优势,为小型实体母婴店提供可行性发展策略。本研究的意义在于从理论的高度对小型实体母婴店的发展提供指导,目前国内在这方面的研究较为匮乏,因此本研究具有一定的理论创新性。本研究采用理论与实际相结合的方式,在深入研究4R营销理论、差异化理论、利基市场理论的基础上,以实际调查结果为依据,为小型实体母婴店的经营者提供差异化经营建议,旨在帮助小型实体母婴店摆脱夹缝中艰难生存的现状,并推动我国母婴市场健康、可持续发展。更期待通过本研究起到抛砖引玉的作用,为给万千中国家庭提供安全、便捷的购物环境尽自己的绵薄之力。
[Abstract]:In order to cope with the aging of the population, China began to implement a comprehensive two-child policy since October 2015. According to the forecast by the authorities, the number of newborns will reach 3 million by 2018. China is set to usher in a sustained baby boom. The announcement of the policy is like a spring thunderstorm in the mother and child market, according to a survey of the Chinese mother and child industry released by Ary Consulting. China's mother and child market has exceeded 2 tillion yuan in 2015, and the number will continue to climb in the next few years. Baby clothing, milk powder, diapers and other markets will all reach an unprecedented scale, in addition. Industry figures point out: prenatal care and health care, post-natal recovery, early childhood education, home economics and other services market demand is also growing rapidly. Mother and child related industries have entered the golden period of development. Driven by the policy, a large number of competitors poured into the mother and child market, there are traditional large-scale shopping malls, mother and child chain agencies. More rely on the Internet platform of the rapid development of new e-commerce enterprises, in addition, small investment, low threshold of small physical mother and child stores are also like bamboo shoots in the country in general. Mother and child industry is really as we see. What kind of form? In this paper, the research object is small entity mother and child store, through the investigation of the small entity mother and child store owner in many areas of Shandong province, it is concluded that the development situation of the small entity mother and child store is not ideal at present. Faced with such practical problems as product homogenization, being squeezed by large entity operators and electronic commerce, the passenger flow is not ideal, the operating cost is high, and the quality of the operators is not uniform and so on. Most of the operators in the state of non-profit or negative profit, development encountered bottlenecks. In view of this situation, I set up a questionnaire to the actual consumer of maternal and child products and services to conduct extensive surveys. On the basis of the statistical analysis of the results, the factors that affect consumers' purchasing behavior are obtained, and it is expected to analyze the e-commerce channels and large-scale commercial superfluous. The chain chain channel attracts the consumer the superiority and the small entity mother and child shop channel disadvantage. On the basis of fully understanding the current situation of the development of small entity mother-and-child stores and recognizing the real reasons for attracting consumers to buy, this study starts from the perspective of 4R theory. And introduced the concept of niche market, niche strategy, from product differentiation, promotion differentiation, service differentiation, response mechanism differentiation. Value chain value-added differentiation five levels to deal with the mother and child market homogeneity serious problems, under the background of the Internet era, the use of new platforms and new technological innovation development path, to establish a two-way relationship with customers. The purpose of this study is to provide guidance for the development of small physical mother and child stores from the perspective of theory. At present, the domestic research in this area is relatively scarce, so this study has a certain theoretical innovation. This study uses the combination of theory and practice, in the in-depth study of 4R marketing theory, differentiation theory. On the basis of the niche market theory and the actual investigation results, the paper provides differential management advice for the operators of the small entity mother and child store, aiming to help the small entity mother and child store get rid of the difficult survival status quo in the gap. And promote the healthy and sustainable development of China's mother and child market. We hope that through this study to play a role in providing thousands of Chinese families with a safe and convenient shopping environment to do their best.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

【参考文献】