一朵天下母婴用品营销策略研究

发布时间：2018-03-01 00:32

本文关键词： 母婴行业营销管理 4P营销策略　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：摘要：母婴用品行业是21世纪的朝阳行业,是发展潜力最大、收益丰厚的行业之一。面对母婴市场的巨大商机和激烈竞争,一朵天下在苦练内功、外树形象的同时准备进行下一轮扩张。本文就一朵天下的下一步营销策略开展研究,制定出了适合本公司短期、中期发展的市场营销战略方案,从而实现不断提高销售业绩、扩大母婴用品市场占有率以及提升企业知名度的经营目标。文章通过对国内外营销策略的发展历程和研究现状的梳理明确了营销管理的内涵和内容,并进一步将营销管理中的理论和策略应用到一朵天下公司的营销策略分析与研究上。文章首先对一朵天下公司的外部环境进行分析,通过应用PEST分析方法、五力分析模型,分析一朵天下公司所面临的外部环境；然后,对一朵天下公司的营销现状进行分析,运用SWOT分析模型明确一朵天下公司的优势、劣势、机会和威胁。最后,文章在对一朵天下公司的内外部环境分析的基础上制订了一朵天下公司的营销策略,从产品、价格、渠道、促销等方面制订详细的营销策略。文章是对当前经济形势下母婴企业保持自身竞争优势的一次探讨,是将营销理论应用到母婴企业的一次案例尝试,能对一朵天下的营销管理提供决策支持。图2幅,表10个,参考文献50篇
[Abstract]:Absrtact: in 21th century, the industry of maternal and infant articles is one of the industries with the greatest development potential and rich profits. In the face of the huge business opportunities and fierce competition in the market of mother and child, the world is practicing its internal work hard. While preparing for the next round of expansion, this paper studies the next marketing strategy of a world, and formulates a marketing strategy plan suitable for the company's short-term and medium-term development, so as to achieve continuous improvement in sales performance. Expand the market share of maternal and child supplies and enhance the business objectives of corporate awareness. This paper clarifies the connotation and content of marketing management by combing the development course and research status of marketing strategy at home and abroad. Furthermore, the theory and strategy of marketing management are applied to the analysis and research of the marketing strategy of a world company. Firstly, the paper analyzes the external environment of a world company, and applies the PEST analysis method and the five forces analysis model. Analyze the external environment that a world company faces; then, analyze the marketing situation of a world company, use the SWOT analysis model to identify the strengths, weaknesses, opportunities and threats of a world company. Based on the analysis of the internal and external environment of a world company, this paper formulates the marketing strategy of a world company from the aspects of product, price, channel, promotion and so on. This paper is a case study of the application of marketing theory to mother-child enterprises under the current economic situation, which can provide decision support for marketing management in the world. 50 references
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8

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