大连理工大学专业学位硕士学位论文
摘
要
婴儿护理用品行业机会与危险并存，竞争演变得越来越激烈。作为外资纸尿裤品
牌的 P公司面临未曾有过的严峻考验，营销策略也随之呈现出一定问题，包括产品定
位变得模糊，目标消费群体不够精准，传统的营销宣传方式收效甚微等。面对这样的
行业形势，P公司有必要认真分析营销环境，梳理自身的优势与弊端，整合营销的关
键因素，采取更行之有效的营销手段，帮助企业保持市场份额，提升品牌竞争力。
本文通过运用 SWOT分析方法，STP理论以及 4P理论，首先分析了 P公司目前
的营销策略及存在的问题，接着分析了 P公司的外部环境，了解宏观环境、市场规
模，分析行业趋势和竞争对手特点，以及消费者行为的变化，同时结合内部环境，探
讨了 P公司具备的优势资源和能力，以及目前的短板，总结出 P公司的优势、劣势、
机会和威胁，归纳了 P公司具备的优点与缺点，明确了营销策略的方向，并将目标市
场和产品定位方面进行了优化，进而从产品、渠道、价格和促销四个方面提出了针对
性的解决办法，最终形成了具有一定现实意义的营销策略方案和建议。
在互联网高速发展，行业波动更加频繁的背景下，本篇论文将市场营销学相关理
论作为理论基础，将纸尿裤品牌 P公司当前的实际发展情况与理论知识相结合，为其
制定更适应环境变化的营销改善策略。本文的营销建议不仅为 P公司提供未来的行动
指南，还对外资日化企业今后在国内市场的发展具有参考价值。只有因地制宜地采取
营销策略，及时调整营销模式，才能有助于企业平稳持续地发展。
关键词：市场营销策略；P公司；纸尿裤；婴儿护理用品
- I -

P公司婴儿纸尿裤产品市场营销策略研究
The Study on Marketing Strategy of Baby Diaper Products of P Company
Abstract
Opportunity and risk both exist in baby care products industry, competition becomes more
and more intense. As a foreign diaper brand, P company is facing unprecedented test, certain
problems also appear in marketing strategy, including blurry product positioning, inaccurate
precision target consumer groups, ineffective traditional marketing way, etc. Facing such an
industry situation, it is necessary for P company to analyze the marketing environment carefully,
find out its own advantages and disadvantages, integrate the key factors of marketing, and adopt
more effective marketing approaches to help the company maintain its market shares and
enhance its brand competitiveness.
Based on the SWOT analysis method, the STP and 4P theories, the thesis analyzes the
current marketing strategy and existing problems of P Company firstly, then analyzes the
external marketing environment, knows about macro-environment, gains insight into industry
trends and changes in consumers’ behaviors. Then combined with internal environment,
capabilities of P company as well as weaknesses are discussed. It makes sure of advantages,
disadvantages, opportunities and threatens, summarizes the strengths and short comings of P
company. The thesis furtherly clears about Marketing direction, optimizes the target market and
product positioning, puts forward the solutions from four aspects: product, channel, price and
promotion, and forms marketing strategy and the suggestions with practical significance finally.
In the rapid development of the Internet and more frequent fluctuations in the industry,
this thesis takes the theories related to marketing as the theoretical basis, combines the actual
development situation of diaper brand P, with theoretical knowledge, formulates marketing
improvement strategies that are more adaptable to environmental changes. the marketing
suggestions in this thesis not only provide guidance for P company in the future, but also have
reference value for the future development of foreign daily chemical enterprises in the domestic
market. Only by adopting marketing strategies according to local conditions and adjusting
marketing methods in time, can enterprises develop stably and sustainably.
Key Words：Marketing Strategy; P company; Diaper; Baby Care Products
- II -

大连理工大学专业学位硕士学位论文
目录
摘
要.............................................................................................................................I
Abstract ............................................................................................................................. II
1绪论.............................................................................................................................. 1
1.1研究背景........................................................................................................... 1
1.2研究目的及意义............................................................................................... 2
1.2.1研究目的................................................................................................ 2
1.2.2研究意义................................................................................................ 2
1.3研究方法和思路............................................................................................... 3
1.3.1研究方法................................................................................................ 3
1.3.2研究思路................................................................................................ 3
1.4国内外研究现状............................................................................................... 4
1.4.1营销策略的研究综述............................................................................ 4
1.4.2行业营销现状的研究综述.................................................................... 5
2理论基础...................................................................................................................... 7
2.1市场营销的概念............................................................................................... 7
2.2主要理论基础................................................................................................... 7
2.2.1 SWOT分析............................................................................................ 7
2.2.2 STP理论................................................................................................ 8
2.2.3 4P理论................................................................................................... 9
3 P公司的营销策略现状及问题分析......................................................................... 11
3.1 P公司的经营概况.......................................................................................... 11
3.2 P公司的营销策略现状.................................................................................. 12
3.3纸尿裤消费市场的调查问卷与分析............................................................. 14
3.4 P公司目前营销策略的问题.......................................................................... 15
3.4.1产品开发均衡性弱.............................................................................. 15
3.4.2定价缺乏合理梯度.............................................................................. 16
3.4.3销售渠道利用不充分.......................................................................... 17
3.4.4促销渠道传统且保守.......................................................................... 19
3.5营销策略问题的原因分析............................................................................... 20
4 P公司营销环境分析................................................................................................. 22
4.1外部营销环境分析......................................................................................... 22
- III -
。。。以下略