MBA教育中心知识库

近几年生育政策的出台实施，促使国内婴幼儿人口数量逐渐庞大，这对于母婴用品行业的发展进步来说是一个非常好的机会。目前，中国仅有不到20%的母婴产品市场得到开发，市场规模巨大。

随着消费者消费观念的转变，现代家庭越来越重视母婴产品的选择，在母婴方面的支出也越来越多。江苏好孩子集团专门从事母婴用品的开发、生产和销售，在行业中被授予“中国驰名商标”和“中国名牌”等称号。本文以江苏好孩子集团为研究对象，在查阅相关文献和营销策略研究成果的基础上，运用PEST分析方法和波特五力模型分析方法，系统全面地分析了好孩子集团的宏观环境和行业竞争环境，并运用4P理论和SWOT模型对江苏好孩子集团的营销状况进行分析，结合消费者问卷调查，发现企业的营销策略现存以下问题：在产品策略方面存在产品组合缺乏深度、新产品开发不足；在价格策略方面存在对比同类母婴用品定价偏高，定价差异化不足；在渠道策略方面存在营销渠道较为传统、单一；在促销策略方面存在缺乏创意、推广力度薄弱的问题。基于以上问题，在充分了解市场的基础上，从目标市场选择和江苏好孩子集团的市场定位出发，结合新时代母婴消费者需求，对江苏好孩子集团营销策略中的产品策略、价格策略、渠道策略、促销策略四个方面进行优化设计研究。并针对市场营销策略的优化设计制定全方位的实施保障措施，使江苏好孩子集团市场营销能力得到提升，且更为适应新时代的发展，并能够在母婴行业中继续稳步发展。

The introduction and implementation of fertility policies in recent years has led to a progressively larger population of infants and young children in China, which is a very good opportunity for the development and progress of the maternal and infant products industry. At present, less than 20% of China's maternal and infant products market has been developed and the market size is huge.

With the change in consumer attitudes, modern families are paying more and more attention to the choice of mother and baby products, and spending more and more on mother and baby. Jiangsu Goodbaby Group specialises in the development, production and sale of mother and baby products and has been awarded the titles of "China Well-known Trademark" and "China Famous Brand" in the industry. This paper takes Jiangsu Goodbaby Group as the research object, on the basis of reviewing relevant literature and marketing strategy research results, using PEST analysis method and Porter's five forces model analysis method, systematically and comprehensively analyzed the macro environment and industry competition environment of Goodbaby Group, and used 4P theory and SWOT model to analyze the marketing situation of Jiangsu Goodbaby Group, combined with consumer questionnaire survey, found that The company's marketing strategy has the following problems: in the product strategy there is a lack of depth in product mix, new product development is not enough; in the price strategy there is a high price compared to similar products, pricing differentiation is not enough; in the channel strategy there is a more traditional marketing channels, single; in the promotion strategy there is a lack of creativity, promotion is weak. Based on the above problems, on the basis of a full understanding of the market, from the target market selection and Jiangsu good child group's market positioning, combined with the new era of maternal and child consumer demand, Jiangsu good child group marketing strategy of product strategy, price strategy, channel strategy, promotion strategy four aspects of optimization design research. And for the marketing strategy optimization design to develop a comprehensive implementation of security measures, so that Jiangsu good child group marketing ability to improve, more adapted to the development of the new era, can continue to develop steadily in the mother and baby industry.