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'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's standard of living and level of education is increasing day by day, people'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.
Key words: Infant and Child products；Consumer Characteristics；Marketing Strategy
目 录
引言 1
一、上海婴幼儿产品市场概况 2
(一) 上海婴幼儿产品市场概述 2
1、上海市场婴幼儿产品种类 2
2、上海市场婴幼儿产品的特点2
3、上海市场婴幼儿产品品牌 3
(二) 上海婴幼儿产品市场发展的现状3
1、上海婴幼儿产品市场呈增长态势 3
2、外国公司看好上海市场4
3、消费者青睐于网上购物4
二、上海婴幼儿产品市场分析5
(一) 上海婴幼儿产品的市场环境分析 5
1、政治环境5
2、经济环境 5
3、技术环境 5
(二) 上海婴幼儿产品的需求分析5
1、上海的人口结构分析5
2、上海的人均收入及购买力 6
(三) 上海婴幼儿产品的消费者分析7
1、上海婴幼儿产品消费者特点7
2、上海婴幼儿产品消费者消费行为的一般特征7
3、上海婴幼儿产品消费者对品牌的偏好习惯8
(四)上海婴幼儿产品的市场定位8
1、避强定位8
2、迎头定位9
三、上海婴幼儿产品营销策略分析10
(一) 上海婴幼儿产品的产品策略10
1、差异化策略 10
2、新产品开发策略11
(二) 上海婴幼儿产品的促销策略11
1、广告促销策略12
2、公关促销策略12
(三) 上海婴幼儿产品的渠道策略13
1、 “目录+网站” 的双轮模式13
2、 “网站+目录+专卖店”的三位一体模式13
3、 “立体交叉式” 渠道策略 13 上海婴幼儿产品市场分析及营销策略研究:http://www.youerw.com/jisuanji/lunwen_6656.html