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作者签名： 签字日期： 2018 年 6 月 2 日
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作者签名： 导师签名：
签字日期：20 18 年 6 月2 日 签字日期：2018 年6 月2 日DEED OF DECLARATION
I, , hereby submit my MBA dissertation for oral defense, entitledStudy of
Market Strategy of Qi Feng Towel Factory .and truthfully declare that the
above-titled case analysis is a product of my original research investigation.
I further declare that, should the school eventually discover that a substantial portion o
f my dissertation is lifted, into to, from original source, using exactly the words of the
author in more than 20% of the whole content, I reserve the right to Guangdong Unive
rsity of Foreign Studies to recall my MBA Diploma and cancel the degree granted to
me.
Signed this day ofat Guangdong University of Foreign Studies.
MBA CandidateACKNOWLEDGEMENTS
My deepest gratitude goes first and foremost to Professor Diana Du, my supervisor,
for her constant encouragement and guidance. She has walked me through all the
stages of the writing of this thesis. Without her consistent and illuminating instruction,
this thesis could not have reached its present form.
Second, I would like to express my heartfelt gratitude to all other teachers who led me
into the world of strategic management and whose lectures have given me inspirations.
Their insightful advice and informative lectures have enriched my knowledge about
strategic marketing and therefore widened my academic view.
Last my great thanks would go to my beloved family for their loving considerations
and great confidence in me all through these years. I also owe my sincere gratitude to
my friends and my fellow classmates who gave me their help and time in listening to
me and helping me work out my problems during the difficult course of the thesis.ABSTRACT
Qi Feng Towel Factory which mainly produces towels, home textile products and
sports textile products. Founded in 1989, it is engaged in the production of towels and
towel products for nearly 30 years. It is in Ganjiao Industrial Zone, Lishui Town,
Nanhai District, Foshan City, Guangdong Province. Qi Feng’s product are mainly
exported to U.S.A, European developed countries in the earlier years. After the
financial crisis in 2008, the growth rate of global economy slowed down; meanwhile,
with the development of China, the costs of labors and resources were significantly
raised, causing many low-end export manufacturing factories to lose their space for
development. Thus, Qi Feng planned to sell products originally produced for exports
in domestic market. Determining to enter the market of maternal and infant towel, Qi
Feng established their own brand “Kadibaby”. However, because without conduct any
market segmentation study on the domestic B2C maternal and infant towel market,
the “Kadibaby” products are selling to every buyer same as their B2B business model.
Result in the problems of unclear segmentation and unfocused targeting.
The purpose of this thesis is aiming to firstly offer an in-depth customer segmentation
of domestic maternal and kids towels markets. Secondly, provide advices on market
segmentation for maternal and kids towel. Finally offer suggestions on product
classification and market positioning for Kadibaby.
Mainly using literature review and case analysis methods, combines Maslow’s
hierarchy Needs Model to analyze the psychological needs of targeted new generation
and studies the subdivision factors of their needs. Then, dominant factor analysis
method is used to select the main factors to segment the market. Through the analysis
and combination of major factors, four market segmentations are recommended.
Finally, target market is selected through a product specialization strategy.
Keywords：Market Segmentation, Maternal and Infant Towel, New Generation
Consumer, Psychological Needs.。