贝因卡儿童安全座椅营销策略研究

发布时间：2018-04-04 19:50

本文选题：儿童安全座椅　切入点：消费者行为　出处：《南京农业大学》2014年硕士论文

【摘要】：目前,我国儿童乘车安全问题没有得到足够重视。儿童安全座椅的普及率不到1%,而国外是96%。随着私家车保有量以及每年新生儿童的增加,关注儿童乘车安全,推动儿童安全座椅的普及有十分积极的重要意义。本文从营销的角度对贝因卡公司的儿童安全座椅营销策略进行了研究,通过文献查阅,问卷调查、实地走访、个案研究以及采用波特竞争模型、SOWT分析以及定位营销理论、数据库营销理论对儿童安全座椅行业以及贝因卡公司策略进行了研究,并对存在的问题提出了改进方案。对战略的实施提出了保障建议。主要的研究成果如下：首先、在研究儿童座椅的行业发展趋势上,通过国内外政策法规的对比、以及目前儿童安全座椅的竞争格局进行了研究,得出尽管儿童安全座椅的普及发展在我国目前依然处在初级阶段,但是未来有很大的成长空间,行业发展前景潜力巨大。营销需要从消费者出发,在分析消费者需求的基础上,通过问卷调查对样本消费人群进行了消费者心理以及购买行为的调研,从而为贝因卡公司儿童安全座椅产品定价策略、产品渠道策略以及促销策略提供了数据支持。在前面研究的基础上,运用波特竞争模型,对贝因卡的企业资源匹配程度进行了分析,构建了竞争矩阵模型,通过SWOT分析,对贝因卡的竞争战略进行了设计,提出了中长期的战略发展目标以及不同阶段工作重心。基于定位营销理论,提出产品差异化战略以及品牌化策略,基于大数据营销理论的支持,对产品组合以及传播策略提出了建议。最后,为了保证贝因卡营销战略实施,对保障战略实施的组织结构、人员激励机制以及仓储物流等提出了建议。本文的创新之处在于：(一)从营销的角度研究儿童安全座椅行业对企业发展有积极的现实意义；(二)希望本文的研究对处于产品价格体系困扰以及渠道体系困扰的企业有参考意义。
[Abstract]:At present, the safety of children in our country does not receive enough attention.Child safety seats are less than a percent, while abroad they are 96.With the increase of the number of private cars and the number of new children every year, it is of great significance to pay attention to the safety of children's cars and promote the popularization of children's safety seats.From the perspective of marketing, this paper studies the marketing strategy of children's safety seat in Beinka Company, through literature review, questionnaire survey, field visit, case study, and the use of Porter competition model, SOWT analysis and positioning marketing theory.The database marketing theory studies the strategies of children's safety seat industry and Beinka Company, and puts forward some solutions to the existing problems.Put forward the safeguard suggestion to the implementation of the strategy.The main research results are as follows: first of all, in the research of the industry development trend of child seat, through the comparison of domestic and foreign policies and regulations, and the current child seat competition pattern has been studied.It is concluded that although the popularization and development of child safety seat is still in the primary stage in our country, there is a lot of room for growth in the future, and the industry has great potential for development.Based on the analysis of consumer demand, marketing needs to conduct a survey on consumer psychology and purchasing behavior of sample consumers through questionnaires, so as to price the children's seat products in Beinka Company.The product channel strategy and the promotion strategy provided the data support.On the basis of the previous research, using Porter competition model, this paper analyzes the enterprise resource matching degree of Beinka, constructs the competition matrix model, and designs the competition strategy of Beinka by SWOT analysis.The medium-and long-term strategic development objectives and the focus of work in different stages are put forward.Based on the positioning marketing theory, the product differentiation strategy and brand strategy are put forward. Based on the support of big data's marketing theory, some suggestions on product combination and communication strategy are put forward.Finally, in order to ensure the implementation of Beinka marketing strategy, the paper puts forward some suggestions on the organizational structure, staff incentive mechanism and warehousing logistics of the implementation of the security strategy.The innovation of this paper lies in: (1) studying the children's safety seat industry from the perspective of marketing has positive practical significance to the development of enterprises. (2) I hope that the research in this paper will be troubled by the product price system and the channel system.The company has reference significance.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

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