英语-浅析南京母婴市场营销策略——以“孩子王”为例.docVIP

经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 精心整理 仅供参考 勿用作商业用途 CONTENTS TOC \o 1-3 \h \u 22885 CHINESE ABSTRACT 1 ENGLISH 15 ABSTRACT 2 26435 CHAPTER 1 INTRODUCTION 3 21954 CHAPTER 2 AN ANALYSIS ON THE MATERNAL-CHILD MARKET(MCM) 4 15587 2.1 Definition 4 21201 2.2 Background 4 17791 2.3 Main Characteristics 4 19648 2.3.1 Great Potentials and More Attention on Brand 4 25359 2.3.2 Changing Demand Structure and Different Purchasing Environment 5 32283 CHAPTER 3 CURRENT MARKETING STRATEGIES OF KIDSWANT 6 11392 3.1 Promising Current Situation 6 5734 3.2 4P Marketing Mix of Kidswant 6 24167 3.2.1 Varied Products 6 1660 3.2.2 Appropriate Price 7 6755 3.2.3 Reasonable Place 7 21736 3.2.4 Multifarious Promotion 8 12952 3.3 The Theory of Consumer Behavior 8 25085 3.3.1 A Brief Introduction on Consumer Behavior 9 27103 3.3.2 Effectiveness of Consumer Behavior 9 440 CHAPTER 4 DEVELOPMENT STATUS AND EXISTING PROBLEMS OF MCM IN NANJING 10 5793 4.1 Development Status 10 16820 4.1.1 Diversified Distribution Channels and Sales Mix 10 17794 4.1.2 Expanded Market Share 11 9141 4.2 Existing Problems of MCM in Nanjing 11 8758 4.2.1 Disorderly Market Competition Environment and Hysteretic Sales Model 11 6550 4.2.2 Problems of Product Quality, Price Comparisons and After-sales Service 12 24637 CHAPTER 5 CORRESPONDING STRATEGIES AND SUGGESTIONS OF MCM IN NANJING 14 13728 5.1 Brand Marketing 14 27234 5.2 Differential Marketing 15 23181 5.3 Experience Marketing 16 5923 5.4 Service Marketing 17 20687 5.5 Relationship Marketing 18 20849 CHAPTER 6 CONCLUSION 20 4811 ACKNOWLEDGEMENTS 21 24686 REFERENCE 22 精心整理 仅供参考 勿用作商业用途 摘 要 在当今生活水平不断提高的时代，人们越来越关注婴幼儿的身心发展。随着人们消费观念的改变，婴幼儿消费占据了普通家庭消费的很大份额，这使得母婴市场成为一个富有生机且充满希望的市场。尽管母婴产品市场前景广阔，但其仍处于初级阶段，这表现为市场竞争无序、产品质量难以保证、销售模式单一等方面。由于强大的需求群体和多元化的消费观念，母婴市场的发展将迎来新的高峰，同时也面临着许多发展问题。对母婴市场起步较早的南京来讲，它作为全国经济中心城市之一，具有一定的代表性。本文通过研究南京母婴市场背景、消费特点、发展现状、存在的问题，以及