摘要：如今随着网络的迅速发展，网上购物更加便捷和高效，这一定程度上扩大了各行各业的销售途径，刺激了消费，提供了一个全新的巨大的消费平台，从淘宝网在2014年策划的双十一购物狂欢节，一口气创下了1000亿销售成绩中便可见一斑。线上销售平台追求速度为王、注重消费者个性差异，为消费者量身精选了适合的产品，显得更有人性化。但是既然有机遇就有挑战，市场营销也变得越来越灵活和困难。企业不能只拘泥于传统线下营销，而是要更多地把目光放长远，看到线上销售平台的广大市场份额。营销环境已经不再像以前那样简单，需要企业更多地投注心血，仔细分析消费者的需求、个性，将消费者与品牌定位紧紧结合，对消费者选择产品产生潜移默化的影响。81425

本文拟以电商中婴儿睡眠市场的电子商务平台的媒体营销进行研究，以强生（中国）婴儿舒眠产品营销案例为基础，对强生婴儿舒眠品牌在电子商务平台中的产品策略和价格策略、立体化沟通策略进行分析后对其营销策略进行评价并提出建议；以供有需要的企业进行参考。

毕业论文关键词：商务平台；产品差异化；立体化沟通策略；广告推广策略

Research on the Johnson baby sleep products supplier marketing strategy 

Abstract: at present, the rise of electronic check in the social platform for China's e-commerce products continue to expand the market to stimulate the manufacturing and sales of an effective platform and new opportunities for development, the 2014-2015 double eleven carnival was close to 100 billion of the sales performance。 The rise of social networking platform, the market continues to strengthen the importance。 Today's increasingly complex marketing environment, simple advertising has been unable to easily hit consumers, companies rely on traditional marketing to survive the era has ended。 In differentiated, personalized, networks and speed of the main features of the electronic networking platform, enterprise marketing is increasingly combining tangible marketing and brand culture, target consumer personality and other intangible factors of marketing。

Under this background, this thesis intends to, by electronic social platform supplier in the market of infant sleep media marketing at present, with the improvement of people's life and two-child policy of opening up, the baby sleep products in maternal and child market has become one of hot issues in current。 In terms of macro environment, with the opening of two child policy, the child will gradually increase, the demand for babies will certainly increase。 Because of our unique population system, resulting in the modern family is willing to spend more money on the cultivation of children, so children in our country market economy showed a relatively good development trend, while China's baby products market will be an annual growth rate of 12。4% growth。 Therefore, it is feasible and significant to carry out the research on the media marketing of electronic social platform。

Keywords: electronic; social platform; product differentiation; three-dimensional communication strategy; advertising

目  录

1。绪论

  1。1 研究背景

  1。2 研究的目的与意义

  1。3 研究内容与方法

2。相关理论概述

  2。1 电商平台的特点与优势

  2。2 新媒体营销

  2。3 品牌的传播与发展

3。强生中国婴儿舒眠产品营销现状及存在的问题

  3。1 强生中国简介及发展现状

  3。2 强生婴儿舒眠产品营销存在的问题

  3。2。1 市场问题

  3。2。2 管理问题