“红孩子”目录销售模式及其O2O转型研究

发布时间：2018-05-29 02:31

本文选题：网络营销 + 电商　；参考：《安徽财经大学》2016年硕士论文

【摘要】：随着市场经济的发展和网络购物的普及,“互联网+”时代“线上+线下”的方式已成为未来市场营销模式的发展方向。中共十八届五中全会上宣布了开放普遍二胎政策,这一政策的实施使得每年有超过2000万新生儿出生。按现有人口推算,未来10年我国母婴市场将有爆发式的发展,市场容量逐步增至3000亿元的庞大规模,其中蕴含的消费红利每年约1500亿左右,2015年中国母婴市场总规模已突破2万亿人民币。我国已成为全球仅次于美国的世界第二大母婴用品消费国家,也就是说,我国母婴用品产业正形成一个崭新的经济增长亮点。21世纪以来,互联网科学技术的迅速发展和普及,使得电子商务在我国获得了极大的发展。电子商务以其特有的时空的便利性、成本的低廉化和广泛的传播性,极大地解决传统市场营销理念和模式存在的信息不对称、流通成本高等问题;云计算、大数据的出现使得网络交易更具精准性和高效性,产品宣传的扩大,能够提高消费者对产品的认知度和互动性,更有利于拓展和挖掘市场需求。传统的母婴用品市场营销模式有社区零售、母婴超市、连锁专营店、百货公司等终端零售,电子商务的出现对传统营销产生了强烈冲击,不同企业纷纷转型,在艰难的转型过程中有的成功了,有的却一败涂地。如何用好互联网这把双刃剑,在形势一片大好的母婴用品市场占有一席之地,是企业主们亟待解决的问题。本文首先分析国内传统母婴市场现状及存在的问题。根据网络营销相关理论,通过对垂直电商和综合电商的比较,以及对目录营销和O2O营销模式的分析,总结出母婴电商O2O将是未来的发展方向;其次,本文以通过目录销售曾经红极一时的母婴用品渠道商“红孩子”为例,在互联网时代却因营销模式转型失败而被苏宁收购。本文总结“红孩子”转型失败的经验教训,探讨苏宁并购“红孩子”如何实现共赢;最后,本文对于苏宁红孩子融合转型初显成效的模式进行普适性分析,并展望O2O未来发展方向,同时对研究方面的不足之处加以说明。
[Abstract]:With the development of market economy and the popularization of online shopping, the way of "online and offline" in the "Internet" era has become the developing direction of the marketing mode in the future. At the Fifth Plenary session of the 18th CPC Central Committee, the policy of open and universal two-child birth was announced, which resulted in more than 20 million births each year. According to the current population, there will be explosive development of the mother and child market in China in the next 10 years, and the market capacity will gradually increase to a huge scale of 300 billion yuan. It contains a consumption dividend of about 150 billion a year, in 2015, the total size of China's mother and child market has exceeded 2 trillion yuan. China has become the world's second largest consumer of maternal and child supplies after the United States, that is to say, China's maternal and child products industry is forming a new bright spot of economic growth since the 21st century, the rapid development and popularization of Internet science and technology. E-commerce in China has been greatly developed. Electronic commerce, with its unique convenience in time and space, low cost and wide spread, has solved the problems of information asymmetry and high circulation cost in traditional marketing concepts and modes, such as cloud computing, etc. The emergence of big data makes the network transaction more accurate and efficient, the expansion of product publicity, can improve consumers' awareness and interaction of products, and is more conducive to expand and tap the market demand. The traditional marketing model of maternal and child products includes community retail, mother and child supermarkets, chain stores, department stores and other terminal retail. The emergence of e-commerce has had a strong impact on traditional marketing, and different enterprises have transformed. In the difficult process of transformation, some have succeeded, some have failed. How to make good use of the Internet this double-edged sword, in the situation of a good market for mother and child supplies to occupy a place, is business owners to solve the problem. This article first analyzes the domestic traditional mother and child market present situation and the existence question. According to the related theory of network marketing, through the comparison of vertical e-commerce and comprehensive e-commerce, and the analysis of catalogue marketing and O2O marketing mode, it concludes that O2O of mother and child e-commerce will be the future development direction. This paper takes the example of "Red Child", which was once the most popular supplier of maternal and child supplies through catalogue sales, but in the Internet age, it was acquired by Su Ning because of the failure of marketing mode transformation. This paper summarizes the experience and lessons of "Red Child" transition failure, discusses how Su Ning M & A "Red Child" can achieve win-win results. Finally, this paper makes a general analysis on the pattern of Su Ning Red Child Fusion transition. The future development direction of O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O 2 O
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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