为有效控制交通事故给儿童带来的伤害，我国切实加强了对儿童安全座椅的
政策引导。随之而来的是，消费者的安全意识逐渐提高，而作为发展中国家的中
国，人口众多，儿童所占比例巨大，儿童安全座椅的市场潜力很大，众多儿童安
全座椅品牌来竞争这个市场，因此儿童安全座椅行业竞争日益激烈。通过有效的
营销手段，迅速占领市场份额，对各个安全座椅品牌尤为重要
本文以宝得适品牌为研究对象，运用市场营销理论，对宝得适品牌儿童安全
座椅鞍山地区营销策略进行研究。全文共分为六章。第一章为绪论，介绍论文研
究的背景和意义；国内外研究综述；本文的研究构架及主要内容；研究思路与方
法。第二章是市场营销相关理论概述，包括市场营销概念界定；STP 理论、市场
营销 4P 理论和市场营销其他相关理论。第三章是宝得适品牌简介，包括宝得适
品牌概况、宝得适品牌儿童安全座椅产品介绍以及宝得适品牌的定位。第四章是
宝得适品牌儿童安全座椅鞍山地区营销环境分析，对宏观、微观环境以及 SWOT
进行系统的分析。第五章是宝得适品牌儿童安全座椅鞍山地区营销存在的问题分
析。第六章是宝得适品牌儿童安全座椅鞍山地区营销策略存在问题的解决对策
关键词：宝得适品牌；鞍山；营销策略；儿童安全座椅Abstract
Since 2000, our country into the era of automobile high speed growth, the resulting
traffic safety problem is increasingly outstanding, caused the wide attention of the
public. A set of data released by the ministry of public security graphic: our country
because of the traffic accident every year more than 18500 children under the age of 14
deaths, mortality is Europe&39;s 2.5 times and 2.6 times in the United States, traffic
accident has become the first cause of death among children under the age of 14.
Correct use of child safety seats accident casualty rate can be reduced by 70%. However,
the current vehicle child safety seat utilization rate is still less than 1%.
To effectively control the traffic accident harm to children, our country to
strengthen the policy guidance of child safety seats. Followed, the consumer&39;s safety
consciousness gradually improve, and China as a developing country, large population,
the proportion of children, child safety seats market potential is very big, many child
safety seat brand to the market, so the child safety seat the increasingly fierce
competition in the industry. Through effective marketing tool, quickly occupy the
market share, for each seat brand is particularly important. To effectively control the
traffic accident harm to children, our country to strengthen the policy guidance of child
safety seats. Followed, the consumer&39;s safety consciousness gradually improve, child
safety seats the increasingly fierce competition in the industry, through effective
marketing tool, quickly occupy the market share, for each seat brand is particularly
important.
Based on the treasure to be brand as the research object, using the theory of
marketing, of child safety seats in anshan area treasure to be brand marketing strategy
for research. The full text is divided into six chapters. The first chapter is introduction,
introduce the research background and meaning; The studies both at home and abroad.
In this paper, the research framework and main content; Research ideas and methods.
The second chapter is the introduction to the theory of marketing related, including
marketing concepts; The STP theory, marketing and other related marketing theory 4 p
theory. The third chapter is a treasure to be brand introduction, including the treasure to
be brand profile, treasure to be child safety seat products is introduced, as well astreasure to optimum the positioning of the brand. The fourth chapter is the treasure to
bebrand child safety seats in anshan area marketing environment analysis, the system of
macro and micro environment and swot analysis. The fifth chapter is the treasure to be
brand child safety seats in anshan area problems in marketing analysis. The sixth
chapter is the treasure to be brand child safety seats in anshan area marketing strategy
problem solutions.
Key words：Britax；Anshan； Marketing strategy；Child safety seat目 录
第 1 章 绪论.........1
1.1 研究背景和研究意义....1
1.1.1 研究背景.1
1.1.2 研究意义.1
1.2 国内外研究综述2
1.2.1 国外研究综述.....2
1.2.2 国内研究综述.....3
1.3 研究构架及主要内容....4
1.4 研究思路与方法5
第 2 章 市场营销相关理论概述.6
2.1 市场营销概念....6
2.2 STP 理论.6
2.2.1 市场细分..6
2.2.2 目标市场 7
2.2.3 市场定位.8
2.3 市场营销 4P 理论..........9
2.4 市场营销其他相关理论..........10
2.4.1 4C 营销理论......10
2.4.2 4R 营销理论......11
2.4.3 4I 营销理论......11
2.4.4 6Ps 营销理论....11
2.4.4 7Ps 营销理论....12
第 3 章 宝得适品牌简介...........13
3.1 宝得
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