随着社会经济的发展，国家二胎政策的全面放开，我国母婴用品产业正处于 快速的发展期；但是也存在着行业规范不足，品质良莠不齐等问题。随着中国母 婴用品市场对外开放程度的逐步加深，国际化品牌被越来越多的消费者喜爱。消 费者对母婴产品的要求不断提高；消费者对产品品牌的认同在加重；在这样的消 费大升级背景下国产母婴品牌正面临着非常大的压力与机遇。在此背景下本文以 “好孩子”婴儿车为研究对象，开展案例研究。 “好孩子”集团是目前中国最大规模的专业从事母婴用品的企业集团，在过 去 20 多年的经营中，市场规模逐步扩大，形成了较高的品牌知名度，目前在国 内母婴市场处于国内一流品牌地位，但是，由于在市场营销方面存在固化思维， 没有及时跟上网络时代的步伐，相比于国外的优秀企业，也还存在不小的差距， 竞争力有弱化的迹象。如何制定科学合理的营销策略，进一步抢占市场份额，是 当前“好孩子”进行改革的重中之重。 作者通过深入了解“好孩子”公司发展历程，以二手数据分析其产品的营销 现状，使用 SWOT 分析法对“好孩子”营销中表现出的优势、劣势、机会与威胁 进行了分析。在此基础上，使用问卷调查的方法对“好孩子”婴儿车营销存在的 问题进行分析和诊断，使用深度访谈法探寻导致这些问题的原因，然后运用营销 管理中的 4P 理论提出“好孩子”婴儿车的产品策略、价格策略、渠道策略和传 播策略。同时提出实施这些营销策略的保障措施。希望本文的初步探索能够给同 类母婴企业以启示和借鉴。 关键词：好孩子；母婴产品；营销策略VII TABLE OF CONTENTS ACKNOWLEDGEMENTS...................III ABSTRACT............IV 摘要.....................VI TABLE OF CONTENTS.................... VIII 目 录......................X LIST OF FIGURES.............................XIII 图目录..................XIV LIST OF TABLES.XV 表目录..................XVI 1 INTRODUCTION..1 1.1 Research background.................1 1.2 Research purposes......................2 1.3 Research content........................ 3 1.4 Research significance.................4 1.5 Research methods.......................5 2 LITERATURE REVIEW......................6 2.1 Overview of Marketing Theory.......................10 2.1.1 The Marketing theory of 4P.........................10 2.1.2 4AMarketing Theory....11 2.2 Research progress of maternal and baby product marketing.........12 3 CASE DESCRIPTION........................15 3.1 Introduction to Goodbaby International..........15 3.2 Industry analysis of baby and maternal products...........................17 3.3 Domestic market evolution of Goodbaby maternal and baby products...........17 3.4 Status of Goodbaby stroller marketing........... 19 4 CASEANALYSIS.............................. 21 4.1 SWOT analysis of Goodbaby stroller marketing...........................21VIII 4.1.1 Strengths of Goodbaby Strollers in Marketing........................... 21 4.1.2 Weaknesses of Goodbaby Strollers in Marketing.......................22 4.1.3 Opportunities of Goodbaby Strollers in Marketing.................... 24 4.1.4 Threats of Goodbaby Stroller in Marketing.25 4.1.5Analysis conclusion.......26 4.2 Marketing Problems with Goodbaby stroller..27 4.2.1 Questionnaire................ 27 4.2.2 Sampling distribution....28 4.2.3Analysis of survey results.............................29 4.3 Cause analysis of the Goodbaby stroller marketing problems.......33 4.3.1 Cause investigation....... 33 4.3.2 Cause analysis...............34 5 SOLUTION TO BABY STROLLER MARKETING PROBLEMS OF GOODBABY..................40 5.1 Brand positioning.............40 5.2 Product strategy of Goodbaby baby stroller marketing................. 41 5.2.1 Strict quality control and reduce return for repair.......................41 5.2.2 Product knowledge training for sales personnel and after-sales service personnel should be Strengthened.................... 41 5.3 Price strategy of Goodbaby baby stroller marketing......................42 5.3.1 Market-oriented pricing strategy..................42 5.3.2 Strategy for expanding the proportion of high margin products.42 5.4 Place strategy of Goodbaby baby stroller marketing.....................43 5.5 Promotion strategy of Goodbaby baby strollers.............................44 5.5.1 Brand promotion strategy should be optimized..........................44 5.5.2An interactive promotion ecosystem should be established........45 5.5.3 Equal emphasis on service and promotion and enhance of product added value......45 6 SAFEGUARDS FOR IMPLEMENTING MARKETING STRATEGIES.......46IX 6.1 Customer management should be strengthened.............................46 6.2 Customer experience management should be Strengthened..........47 6.3 Measures to strengthen marketing resources.. 48 6.3.1 Strengthen the construction of sales force... 48 6.3.2 Improve the financial management system..49 7 CONCLUSIONSAND PROSPECTS 50 References...............51 APPENDIX 1: QUESTIONNAIRE.......56 APPENDIX 2: OUTLINE OF INTERVIEW........................58X 目 录 ACKNOWLEDGEMENTS................IIIV Abstract.................... V 摘要..................VIII Table of Content VIIIII 目录.........................XI List of Figure.....XIIIV 图目录..................XIV List of Table...........XV 表目录...............XVIII 1 引言.......................1 1.1 选题背景....1 1.2 研究目的....2 1.3 研究内容....3 1.4 研究意义....4 1.5 研究方法....5 2 文献综述...............6 2.1 关于营销理论的综述.............10 2.1.1 4P 营销理论..................10 2.1.2 4A 营销理论.................11 2.2 母婴产品营销研究进展.........12 3 案例描述.............15 3.1 “好孩子”公司简介..................15 3.2 母婴用品的行业分析.............17 3.3 “好孩子”国内母婴产品的市场演变....................17 3.4 “好孩子”婴儿车营销现状......19 4 案例剖析.............21 4.1 “好孩子”婴儿车营销的 SWOT 分析...................21XI 4.1.1 “好孩子”婴儿车营销优势.........................21 4.1.2 “好孩子”婴儿车营销劣势.........................22 4.1.3“好孩子”婴儿车营销机会...........................24 4.1.4 “好孩子”婴儿车营销威胁.........................25 4.1.5 分析结论......................26 4.2 “好孩子”婴儿车营销存在的问题........................27 4.2.1 问卷调查......................27 4.2.2 样本分布......................28 4.2.3 调查结果分析..............29 4.3 “好孩子”婴儿车营销问题的成因分析................33 4.3.1 成因调查......................33 4.3.2 成因分析......................34 5 “好孩子”婴儿车营销问题解决方案40 5.1 品牌定位..40 5.2 “好孩子”婴儿车营销的产品策略........................41 5.2.1 严控质量，降低返修..41 5.2.2 加强对销售人员和售后服务人员的产品知识培训................41 5.3 “好孩子”婴儿车营销的价格策略........................42 5.3.1 市场导向定价策略......42 5.3.2 拓展利润产品比重策略.............................42 5.4 “好孩子”婴儿车营销的渠道策略........................43 5.5“好孩子”婴儿车的传播策略...44 5.5.1 优化品牌宣传策略......44 5.5.2 建立互动传播生态圈..45 5.5.3 服务与传播并重，提升产品附加值.........45 6 实施营销策略的保障措施................46 6.1 强化客户管理.........................46 6.2 强化客户体验管理.................47 6.3 强化营销资源措施.................48XII 6.3.1 强化销售队伍建设......48 6.3.2 完善财务管理系统......49 7 结论与展望.........50。。。。。。以下内容略