I
摘 要
II
摘要
随着国家全面放开二胎政策的落地实施，婴幼儿数量必将在近几年内大量
增加，这给母婴市场带来了飞速发展的机遇。同时，随着互联网的普及，传统
的母婴类产品消费市场受到电商行业的巨大冲击，互联网完全改变了消费者的
购买习惯和消费方式
SN公司在2012年成立SN 公司母婴频道，面对其竞争对手天猫、京东等
综合电商也开始纷纷对母婴类产品进行独立运营，SN公司母婴市场销售份额有
被挤压的巨大威胁
本文基于对“90后”的消费行为进行分析研究及发展趋势的分析，得出在母
婴类产品上，“90后”人群的销售转化迫在眉睫。通过系统化的分析比较，试图
给出适合SN公司母婴产品的网络营销方案，以促进SN 公司母婴类产品进行营
销方式的转变，帮助SN公司母婴产品获取更大市场份额。通过对“90后”消费
特征的研究，结合与其他同行网络营销模式的对比，得出母婴产品网络营销需
要结合“90后”人群消费及心理特征的结论，在方案的各环节设计中，应充分利
用O2O线上线下的融合，扩大市场占有率，来达到母婴网络营销的目标
关键词：“90后”消费群体；母婴产品；网络营销方案；措施
Abstract
III
ABSTRACT
With the national full liberalization of the implementation of the second child
policy, the number of infants and young children will increase in recent years, which
gives the mother and child market has brought rapid development opportunities. At
the same time, with the popularity of the Internet, the traditional maternal and child
products consumer market by the huge impact of electricity industry, the Internet
completely changed the consumer's buying habits and consumption patterns.
SN company in 2012 to set up SN company maternal and child channels, in the
face of its rival days cat, Jingdong and other integrated electric business also began to
have independent operation of maternal and child products, SN company maternal
and child market share has been squeezed huge Threatening.
Based on the analysis of the consumption behavior of post-1990 and the
analysis of the development trend, this paper concludes that the sales transformation
of post-90 group is imminent in the maternal and infant products. Through the
systematic analysis and comparison, try to give suitable for SN of maternal and infant
products of the company network marketing plan, in order to promote maternal and
infant products of SN company to change the way of marketing, help SN maternal
and infant products of the company to obtain a larger market share. Based on the
research of the 90 after consumption characteristics, combined with comparison
with other network marketing model, it is concluded that maternal and infant products
network marketing need combined with after 90 people consumption and the
psychological characteristics of the conclusion, in the design of each link, should
make full use of O2O online fusion, expand market share, and the network marketing
to achieve the goal.
Key Words: 90 consumer groups;Maternal and infant products; Network marketing
program;Measures
目录
IV
目录
第1章 绪论 ..... 1
1.1 选题的背景和意义 ..... 1
1.1.1 选题背景 ........... 1
1.1.2 选题意义 ........... 2
1.2 研究的目的与方法 ..... 2
1.2.1 研究目的 ........... 2
1.2.2 研究方法 ........... 3
1.3研究内容与思路 ....... 3
1.3.1 研究内容 ........... 3
1.3.2 研究思路 ........... 4
1.4 主要创新点 ..... 4
第2章 研究的相关理论与研究现状综述 ..... 6
2.1 相关的研究理论 ......... 6
2.1.1 4Ps理论 . 6
2.1.2 4Cs理论 . 6
2.1.3 4Rs理论 . 7
2.1.4 SWOT理论分析8
2.2 国内电商营销相关研究现状及网络营销模式借鉴 ........... 10
2.2.1 国内电商网络营销现状 ......... 10
2.2.2网络营销模式借鉴 ...... 12
第3章 SN公司母婴产品市场营销管理现状分析 . 16
3.1SN公司概况 ........... 16
3.1.1 SN公司基本情况 ........ 16
3.1.2 SN公司组织结构 ........ 16
3.1.3 SN公司X孩子公司组织结构 ........... 17
3.2SN公司母婴产品分析 ....... 18
3.2.1 SN公司母婴概况 ........ 18
3.2.2 公司母婴产品构成 ..... 19
3.3SN公司母婴产品营销管理现状分析 ....... 20。