随着本土纸尿裤品牌的越来越多地进入市场，跨国企业K公司 的好奇纸尿裤业务遇到较大的问题，主要包括产品竞争力的下降、渠 道支持力的减弱等等，这些对于好奇品牌生意，尤其对于婴店渠道生 意产生了恶劣的影响。在这样的情况下，好奇需要重新去审视市场状 况，调整品牌未来的营销策略，通过重新梳理营销的核心要素，实现 在该品类中的持续增长。 本文采取STP理论及4Ps理论，结合波特五力模型、PEST分析 及SWOT分析等具体分析方法，对于好奇纸尿裤的内、外部状况进 行了分析，并最终提出了营销战略和策略的改善方案：重新梳理产品 定位、选取目标市场；制定符合当前市场现状的产品、渠道、价格、 促销策略；着重对于婴店渠道给予了解决方案。 本文给予K公司营销战略和策略的调整建议，同样对于类似的 跨国企业有很大的参考意义。在面临中国越来越多本土企业崛起的情 况下，跨国企业需要有针对性地采取合适的业务方向调整，才能在市 场竞争中维持优势。 关键词：营销战略，营销策略，婴儿纸尿裤 THE RESEARCH ON MARKETING STRATEGY OF BABY DIAPER BUSSINESS OF COMPANY K IN CHINA ABSTRACT As more and more local diaper brands enter the market, Huggies Brand of Company K is now facing a lot of issues, including the decline of product competitiveness, the weakening of channel support. These issues have made bad influence on its business, especially for the baby store channel. In this situation, Huggies needs to re-examine the market conditions, adjust the brand's future marketing strategy, and re-combine the core elements to achieve continued growth in the category. This paper adopts STP theory and 4Ps theory, combined with specific analysis methods such as Porter 5 Force model, PEST Analysis and SWOT analysis, analyzes the internal and external conditions of curious diapers, and finally proposes a marketing strategy and tactics improvement plan: re-positioning and new target markets selecting; product, channel, price and promotion strategies improving; actions taking for baby stores. This paper will also be significance for other multinational companies to adjust business strategy to maintain an advantage in competition. KEY WORDS：Marketing Strategy，Marketing Tactics， Baby Diaper 目 录 第1章 绪论 .................................................................................................................................... 1 1.1 研究的问题及其背景 .................................................................................................. 1 1.2 研究目的及意义 .......................................................................................................... 3 1.3 研究内容及框架 .......................................................................................................... 3 1.4 研究方法 ..................................................................................................................... 4 第2章 相关理论与方法概述 ........................................................................................................ 5 2.1 STP理论 ................................................................................................................... 5 2.2 4Ps理论 .................................................................................................................... 5 2.3 相关分析工具 .............................................................................................................. 6 2.3.1 PEST分析 ...................................................................................................... 6 2.3.2 波特五力模型 ................................................................................................... 6 2.3.3 SWOT分析 ..................................................................................................... 7 第3章 外部环境分析 .................................................................................................................... 8 3.1 宏观环境分析 .............................................................................................................. 8 3.1.1 政治环境 ........................................................................................................... 8 3.1.2 经济环境 ......................................................................................................... 11 3.1.3 社会环境 ......................................................................................................... 15 3.1.4 技术环境 ......................................................................................................... 18 3.1.5 宏观环境研究总结 ......................................................................................... 19 3.2 行业竞争分析 ............................................................................................................ 20 3.2.1 行业总体竞争分析 ......................................................................................... 20 3.2.2 主要竞争对手分析 ......................................................................................... 22 3.2.3 潜在进入者的威胁力分析 .............................................................................. 32 3.2.4 替代品的替代力分析 ...................................................................................... 33 3.2.5 供应商的谈判力分析 ...................................................................................... 33 3.2.6 购买者的谈判力分析 ...................................................................................... 34 3.2.7 竞争环境总结 ................................................................................................. 34 3.3 市场需求分析 ............................................................................................................ 35 3.3.1 市场总体容量分析 ......................................................................................... 35 3.3.2 消费者需求及购买行为分析 .......................................................................... 37 3.3.3 市场需求分析总结 ......................................................................................... 38 第4章 内部环境分析 .................................................................................................................. 39 4.1 K公司及纸尿裤品牌整体经营状况 .......................................................................... 39 4.2 K公司组织架构分析 ................................................................................................. 39 4.3 核心资源及能力分析 ................................................................................................ 40 4.3.1 品牌建设和沟通资源及能力 .......................................................................... 40 4.3.2 产品研发资源及能力 ...................................................................................... 41 4.3.3 生产及供应链资源及能力 .............................................................................. 41 4.3.4 销售资源及能力 ............................................................................................. 42 4.4 当前营销策略与挑战分析 ......................................................................................... 42 4.4.1 当前营销策略分析 ......................................................................................... 42 4.4.2 当前营销策略的主要挑战 .............................................................................. 43 4.5 内外部环境SWOT分析 ........................................................................................... 44 4.5.1 优势、劣势、机会和威胁总结 ...................................................................... 44 4.5.2 SWOT分析 ................................................................................................... 44 第5章 营销战略与策略改进建议 .............................................................................................. 47 5.1 营销战略改进建议 .................................................................................................... 47 5.1.1 市场细分 ......................................................................................................... 47 5.1.2 目标市场选择 ........................................................................................