I 摘要 蜜芽平台成立于2011年，是我国第一家主攻母婴用品的垂直电商平台。2016 年后随着社交电商的兴起，蜜芽平台开始摸索“母婴社群+内容+电商”的社交电商 模式，但转型期的效果并不如人意。在内外环境的影响下，蜜芽平台的用户数量 遇到瓶颈，销售业绩增速放缓。2020年新冠疫情给全球经济带来巨大冲击，也快 速改变了“营销”的方式，直播卖货和意见领袖等迅速崛起，给传统电商平台的营 销带来新的思考。 基于上述背景，本文使用文献分析法结合案例分析法，借助PEST模型、波 特五力模型、STP理论、4P理论对蜜芽平台营销策略存在的问题及未来优化的方 向进行了分析。研究中发现，作为跨境电商平台，在新冠疫情和中美贸易摩擦的 影响下，蜜芽平台面临的国际环境并不乐观，国内经济形势虽然整体稳定，社会 环境和技术环境也支持跨境电商平台的发展，但母婴市场在释放长期空间的过程 中，仍面临短期的波动，这意味这我国母婴类跨境电商平台在经历黄金时期后， 已经进入行业调整及转型期。 行业调整及转型期中，行业内的综合型电商是蜜芽主要的竞争压力来源，由 于行业门槛不低和回报率下降，潜在竞争者压力暂时可控，但来自微商、传统电 商平台转型、直播带货等新业态的冲击亦不容小觑。且目前蜜芽平台不管是对上 游供应商，还是对下游消费者，都还未形成绝对的议价优势，其产品销售及盈利 的增长面临多重压力。 从蜜芽平台本身的情况来看，其营销策略中还存在产品类目混乱、定价策略 单一、 渠道有待完善、促销力度有限的问题，造成这些问题的原因是对客户需求 的忽视，品牌溢价较低和售后路径不通畅。因此结合外部环境的压力和内部营销 的不足，蜜芽平台需要围绕消费者的需求在产品、价格、渠道、促销等方面进行 优化或者整合，以打造核心竞争力或者品牌护城河。具体的措施包括精简化产品 结构，差异化定价策略，整合化渠道策略和针对性促销策略。 文章在理论的支撑下，较详细分析了蜜芽平台在营销策略中存在的问题，尤 其是结合最新的环境分析，在时效性上具有一定的创新性，但由于资料和数据可 得性的限制，在跨境电商营销策略的特殊性上研究深度还存在不足。 关键词：社交电商；蜜芽平台；营销策略 ABSTRACT II ABSTRACT Founded in 2011, Mia Platform is the first vertical e-commerce platform focusing on maternal and child products in China. With the rise of social e-commerce after 2016, the Mia platform began to explore the social e-commerce model of "maternal and child community + content + e-commerce", but the effect of the transition period was not satisfactory. Under the influence of internal and external environments, the number of users on the Mia platform has encountered a bottleneck, and sales growth has slowed. The new crown epidemic in 2020 will have a huge impact on the global economy, and it has also rapidly changed the way of "marketing". The rapid rise of live broadcast sales and opinion leaders has brought new thinking to the marketing of traditional e- commerce platforms. Starting from the above background, this article uses the literature analysis method combined with the case analysis method, with the help of PEST model, Porter's five forces model, STP theory, 4P theory to solve the problems and future optimization of the honey bud platform marketing strategy the direction was analyzed. The study found that as a cross-border e-commerce platform, under the influence of the new crown epidemic and Sino-US trade frictions, the international environment faced by the Mia platform is not optimistic. Although the domestic economic situation is generally stable, the social and technological environment also supports cross-border With the development of e-commerce platforms, the maternal and infant market is still facing short-term fluctuations in the process of releasing long-term space. This means that maternal and infant cross-border e-commerce platforms have entered a period of industry adjustment and transformation after experiencing a golden period. During the period of industry adjustment and transformation, integrated e- commerce in the industry is the main source of competitive pressure for Mia. Due to the low industry threshold and declining return rate, the pressure of potential competitors is temporarily controllable, but it comes from the transformation of micro-commerce and traditional e-commerce platforms The impact of new formats such as live streaming and delivery of goods should not be underestimated. Moreover, the Mia platform has not yet formed an absolute bargaining advantage, whether it is for upstream suppliers or downstream consumers, and its product sales and profit growth are facing multiple ABSTRACT III pressures. Judging from the situation of the Mia platform itself, its marketing strategy still has problems such as confusion of product categories, single pricing strategy, channels to be improved, and limited promotional efforts. These problems are caused by the neglect of customer needs and the relatively high brand premium. Low and after-sales path is not smooth. Therefore, combined with the pressure of the external environment and the insufficiency of internal marketing, the Mia platform needs to optimize or integrate products, prices, channels, promotions, etc. around the needs of consumers in order to build core competitiveness or brand moats. Specific measures include streamlining the product structure, differentiated pricing strategies, integrated channel strategies and targeted promotion strategies. With the support of theory, the article analyzes the problems in the marketing strategy of the Mia platform in more details, especially in combination with the latest environmental analysis. It is innovative in timeliness,due to the limitation of the availability of information and data , there is still insufficient research depth on the particularity of cross-border e-commerce marketing strategies。 Key words: social e-commerce; Mia platform; marketing strategy 目录 IV 目 录 第一章 绪论 ........................ 1 1.1 选题背景 ............... 1 1.2 研究意义 ............... 2 1.3 研究内容及论文框架 .......................... 2 1.3.1 研究内容 .... 2 1.3.2 论文框架 .... 3 1.3.3 研究方法 .... 3 第二章 相关理论基础及文献综述 ................... 5 2.1 理论基础 ............... 5 2.1.1 4P理论 ....... 5 2.1.2 STP理论 .... 5 2.1.3 PEST模型 .. 6 2.1.4 波特五力模型 ........................... 7 2.2 文献综述 ............... 7 2.2.1 跨境电商发展及影响的研究 ... 7 2.2.2 跨境电商营销策略的研究 ....... 8 2.2.3 社群营销的相关研究 ............... 9 2.2.4 文献评述 .. 10 第三章 蜜牙平台的营销环境分析 .................. 11 3.1 蜜牙平台的概况 .. 11 3.2 宏观环境分析 ..... 12 3.2.1 政治环境 .. 12 3.2.2 经济环境 .. 14 3.2.3 社会环境 .. 16 3.2.4 技术环境 .. 17 3.3 中观环境分析 ..... 18 3.3.1 现有竞争者的竞争能力 ......... 18 3.3.2 潜在竞争者的进入能力 ......... 21 3.3.3 替代品的替代能力 ................. 22 3.3.4 与供应商议价能力 ................. 23 目录 V 3.3.5 与消费者议价能力 ................. 24 第四章 蜜芽平台营销策略的现状及问题分析 ............................ 25 4.1 蜜芽平台营销策略现状分析 ............ 25 4.1.1 产品策略 .. 25 4.1.2 定价策略 .. 27 4.1.3 渠道策略 .. 29 4.1.4 促销策略 .. 30 4.2 蜜芽平台营销策略存在问题 ............ 32 4.2.1 产品缺乏管理 ......................... 32 4.2.2 定价策略单一 ......................... 34 4.2.3 渠道有待完善 ......................... 35 4.2.4 促销力度有限 ......................... 36 4.3 蜜芽平台营销策略问题的成因 ........ 37 4.3.1 市场定位笼统 ......................... 37 4.3.2 忽视客户需求 ......................... 37 4.3.3 未形成品牌溢价 ..................... 38 4.3.4 售后路径不通畅 ..................... 38 第五章 蜜芽平台营销策略优化建议 ............. 39 5.1 蜜芽平台STP营销策略 ................... 39 5.1.1 市场细分 .. 39 5.1.2 目标市场选择 ......................... 42 5.1.3 市场定位 .. 43 5.2 精简化的产品策略 ............................ 44 5.2.1 精简产品类目 ......................... 44 5.2.2 优化产品结构 ......................... 45 5.2.3 设计产品组合 ......................... 46 5.3 多元化的定价策略 ............................ 46 5.3.1 差异化的定价依据 ................. 46 5.3.2 规范化的价格体系 ................. 47 5.3.3 品牌化的平台溢价 ................. 47 5.4 整合化的渠道策略 ............................ 48 5.4.1 整合营销渠道 ......................... 48 5.4.2 完善会员体系 ......................... 49 目录 VI 5.4.3