母婴用品市场营销策略探析（毕业论文）.doc

PAGE 郑州华信学院 本科生毕业论文 题 目： 新郑市母婴用品市场营销策略探析 指导教师： 职称： 讲师 学生姓名： 学号： 专 业： 市场营销 院 （系）： 商学院 答辩日期： 2014年5月10日 2014年3月20日 摘要：本文基于对母婴用品市场的认知，结合新郑市未来几年巨大的经济发展潜力，着重于探究新郑市母婴用品市场的发展方向和营销模式，提出几点建议以作参考。 文章首先明确母婴用品市场的涵义，分析新郑市未来三到五年的经济发展潜力，从新郑市本土营销环境及特点入手，借助波特五力模型等分析法，通过走访、观察等调查方法，利用网络、图书馆等搜集了大量关于新郑市母婴用品市场潜力规模、分布及常用促销手段等数据信息，结合所学知识并吸收现代营销新模式，针对新郑市母婴用品市场存在的问题，寻找出适应新郑本土母婴用品市场的营销策略，具有现实的指导意义。 关键词：母婴用品 营销策略 零售终端 促销 Abstract: This thesis is based on awareness of the maternity market, combined with huge potential for economic growth in the coming years of Xinzheng, focusing on exploring the development of Xinzheng city maternity market orientation and marketing models, put forward several proposals for reference. This thesis firstly defined the meaning of maternal and child supplies market, analysis of the economic development potential of the next three to five years in Xinzheng. From the Xinzheng’s local background and features start, by dint of the PEST analysis method and so on, the author collected large quantity of data and information on maternal and infant supplies market’s potential scale, distribution and usual promotion methods by means of visiting and questioning ,observing and taking full use of internet and library . With the knowledge we learned and the merging of the fresh new marketing mode, in regarding to the current existing issues, this thesis is mainly about searching for the most suitable marketing strategy on the retailer for mothers-to-be and babies for Xinzheng. Keywords: maternal and child supplies；marketing strategy；retail terminal； promotion 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc HYPERLINK \l _Toc 绪论 1 HYPERLINK \l _Toc 1 新郑市母婴市场营销环境分析 2 HYPERLINK \l _Toc 2 新郑市母婴市场营销现状 3 HYPERLINK \l _Toc 2.1母婴用品主要销售渠道 3