摘要：随着经济和科技的快速发展，人民生活质量的提高，国人对母婴产品的要求越来越高，在母婴产品方面的支出也是越来越大，毫无疑问，这对我国母婴用品的市场的发展起着巨大的推动作用。国内母婴用品市场混乱，质量良莠不齐，地域差异大等重大问题，这就使得人们对母婴用品的选购极其关注。随着科技的不断发展，母婴产品的网络营销也成为了大势所趋。本文以“母婴之家”网店为例，在对其经营战略进行简要介绍的基础上，重点分析其产品、促销、价格、渠道和存在的问题，并针对营销水平的提升就明确产品定位，进行有效的促销，合理的定价和开辟多样的渠道等方面提出对策。67060

毕业论文关键词：母婴之家，母婴用品，网络营销，营销策略

Abstract: With the rapid development of economy and science, the quality of people’s lives has been improved. so more and more people have a high requirement on mother and baby products. And the expenditure of this products is increasing rapidly, which play a huge role in promoting the development of mother and baby products in our country. Undoubtedly, as the domestic mother and baby products market is in chaos and the quality of the products is intermingled, as well as the other problems, most people pay great attention to the mother and baby product. With the continuous development of science and technology, network marketing of mother and baby products has became an irresistible trend .This essay takes “Mother Baby Home” as an example ,and it briefly explains the online store’s business strategies. Then it mainly analyze the production, promotion ,price ,channel and other problems in details,. At last, it puts forwards suggestions on the clear product positioning, carries on the effective promotion, reasonable pricing and open up a variety of channels.

Keywords: Mother Baby Home, Mother and baby goods, Network Marketing, Marketing    Strategy

目 录

1　引言 3

2  “母婴之家”简介 3

2.1  “母婴之家”概况 3

2.2  “母婴之家”特点 4

3  “母婴之家”公司营销现状 4

3.1  “母婴之家”公司经营业绩分析 4

3.2  产品策略现状 5

3.3  促销策略现状 5

3.4  价格策略现状 6

3.5  渠道策略现状 7

4  “母婴之家”网店营销存在的问题 7

4.1  产品定位不清晰 7

4.2  产品促销效果薄弱 7

4.3  产品的定价缺乏市场调查 8

4.4  销售渠道单一 8

5  “母婴之家”营销对策 9

5.1  完善产品策略，明确产品定位 9

5.2  开展多样的促销活动 9

5.3  完善企业定价策略 10

5.4  开辟线上线下渠道策略 10

结论 12

参考文献 13

致谢