上海婴幼儿产品市场分析及营销策略研究.docVIP

上海婴幼儿产品市场分析及营销策略研究 摘要: 随着中国第四波婴儿潮的到来，婴幼儿产品市场加速发展。与此同时，人们的生活水平与受教育程度日益提高，人们的消费观念与生活方式都在发生着变化。这一改变会对婴幼儿产品市场提出更高的要求。本论文首先概括了上海婴幼儿产品市场的现状及市场环境。其次对上海婴幼儿产品消费者作了细致阐述，着重研究了其特点、消费行为的一般特征和消费者对品牌的偏好习惯。并以整个婴幼儿产品市场为对象，通过定性与定量分析，结合相关文献和营销理论基础研究总结企业的在产品，促销，渠道，定价四个方面的营销策略。最后，通过对上海婴幼儿市场所存在的问题进行剖析，寻找解决问题的方案与对策，为企业的良好发展提供借鉴。8362 关键词：婴幼儿产品；消费者特点；营销策略 The Market Analysis and Marketing Strategy Research of Shanghai infant and child products Abstract: As China#39;s fourth wave of the arrival of the baby boomers, infant and child products market is entering the development phase. At the same time, people#39;s standard of living and level of education is increasing day by day, people#39;s consumption concept and life style are changing. This change will put forward higher request to infant products market. This paper first Outlines the infant products market situation and market environment in Shanghai. Second infant products of Shanghai consumer has made the detailed elaboration, this paper studies the characteristics, the general features of consumer behavior and consumer preference for brands. And with the infant products market as the object, through qualitative and quantitative analysis, combined with related literature summary of enterprise marketing theory and basic research in the product, promotion, channels, pricing, marketing strategy from four respects. Finally, the problems in infants and young children in Shanghai market are analyzed, look for the solutions and countermeasures to solve the problem, provide reference for the development of the enterprise. (四) 上海婴幼儿产品的定价策略14 1、声望定价策略14 2、折扣定价策略14 四、上海婴幼儿产品市场发展的影响因素分析15 (一) 定性分析15 1、市场细分推动市场的发展15 2、企业道德意识薄弱阻碍市场的发展15 3、消费者的改变影响了市场的发展15 (二) 定量分析15 五、上海婴幼儿产品市场目前存在的问题、原因及影响20 (一) 上海婴幼儿产品市场的问题所在20 1、整个行业缺少标准20 2、人力资源问题将是婴童行业发展的重大瓶颈22 3、产品质量存在很大隐患，母婴健康令人担忧20 4、产品组合深度不够，未能塑造良好的品牌形象20 (二) 产生问题的原因21 (三) 问题所带来的影响21 1、对产业的影响21 2、对社会的影响 21 六、问题的解决方案和对策22 (一) 对于企业而言22 1、提高产品质量，提高品牌形象22 2、提高自身素质，争取社会信任22 (二) 对于政府监管部门和专业技术机构而言22 1、国家标准