嗳呵天然草本系列产品市场定位及营销组合策略研究

发布时间：2018-04-05 11:03

本文选题：定位　切入点：快速消费品　出处：《华东理工大学》2014年硕士论文

【摘要】：随着独生子女政策在中国的普及,年轻的爸爸妈妈们越来越关注孩子的养育呵护,这必然导致婴儿护理品市场的迅速发展,市场前景一片繁荣。随之而来的是,越来越多的婴幼儿护肤品品牌涌入市场,形成了一个竞争激烈而又丰富多彩的经济市场。因为进入市场早,美国强生婴儿在婴儿护肤品领域一直占据霸主地位,其他品牌望尘莫及。市场变幻莫测,伴随着婴幼儿用品市场规模的不断扩大,许多投资者把目光聚焦在婴幼儿护肤品领域。如嗳呵、青蛙王子、亲皙宝贝、多啦爱梦等品牌一举进入婴幼儿护肤品市场。尤其是上海暧呵母婴用品国际贸易有限公司(本文简称“嗳呵”),在短短的六年时间里,在国内市场的销售排名仅次于强生婴儿,甚至在部分KA系统销售已超越了强生婴儿,对强生婴儿在国内市场中的霸主地位产生了极大的冲击。本文希望通过对嗳呵的分析与研究,给已经或即将进入婴幼儿护肤品领域的企业们提供一定的借鉴与帮助。本文的研究对象是上海嗳呵母婴用品国际贸易有限公司。本文首先就论文的选题背景、研究目的及意义进行简要说明,并对本文运用到的相关理论进行一定的阐述与分析。接着,针对嗳呵的天然草本系列产品市场实际运营状况,在对嗳呵公司的内外部环境进行分析的基础上,运用波特五力模型、消费者行为、市场细分与目标市场决策以及营销组合等相关理论,对天然草本系列产品的市场进行了定位,并对其市场营销组合策略进行深入的研究,提出了相应的组织支持结构。本文的创新之处在于通过对市场营销策略理论的分析研究,针对婴幼儿护肤品的营销策略给出自己的见解,同时在营销策略的执行控制上,论文运用多角度的思维方式,将自身的工作经验与市场营销策略理论知识融合起来,提出了婴幼儿护肤品行业发展的新思路。
[Abstract]:With the popularity of the one-child policy in China, young parents are paying more and more attention to the care of their children, which is bound to lead to the rapid development of baby care products market and a prosperous market.As a result, more and more infant skin care brands pour into the market, forming a competitive and colorful economic market.Because of the early entry into the market, American baby Johnson has been occupying a dominant position in the field of baby skin care, and other brands have not been able to catch up.With the increasing size of infant products market, many investors are focusing on infant skin care products.Such as belching, frog prince, love baby, love dream and other brands into the infant skin care market.In particular, in a short period of six years, the Shanghai warm Har Maternal and Child products International Trade Co., Ltd. (this article is referred to as "belching") ranked second only to Johnson in sales in the domestic market. Even in some Ka systems, the sale of babies has surpassed that of Johnson.Johnson baby in the domestic market has had a great impact on the dominant position.This paper hopes to provide some reference and help to the enterprises that have entered or will soon enter the field of infant skin care through the analysis and research of belching.The research object of this paper is Shanghai belching Maternal and Child products International Trade Co., Ltd.In this paper, the background, research purpose and significance of the thesis are briefly explained, and the relevant theories used in this paper are expounded and analyzed.Then, in view of the actual market operation situation of the natural herbaceous products in belching, on the basis of the analysis of the internal and external environment of the belching company, using the Porter's five-force model, consumer behavior,Based on the theories of market segmentation, target market decision and marketing combination, the market of natural herbaceous products is positioned, and the marketing combination strategy of natural herbaceous products is studied deeply, and the corresponding organizational support structure is put forward.The innovation of this paper is that through the analysis and research of the marketing strategy theory, the author puts forward his own opinion on the marketing strategy of infant skin care products. At the same time, the paper uses the multi-angle thinking mode in the execution control of the marketing strategy.Based on the combination of self working experience and marketing strategy theory, a new idea of infant skin care industry is put forward.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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