MBA教育中心知识库

  摘  要

  随着我国经济社会的发展，我国的生育模式和生育状况发生着一些新变化，根据国家统计局数据显示，2023年我国全年出生人口仅为902万人，出生率为6.39‰，我国连续8年全年出生人口逐年下降，而东北三省的新生儿出生率均在全国倒数之列。东北地区人口出生率的持续下降，直接影响婴幼儿奶粉的销售量，而东北地区作为太子乐公司最重要的战略市场，导致太子乐婴幼儿奶粉的销售量面临巨大的挑战。在此背景下，太子乐婴幼儿奶粉想要立足于东北市场，赢得消费者的青睐，就要对公司内婴幼儿奶粉的营销策略进行优化，从而才能实现销售量的与日俱增。

  本研究以4P营销理论为基础，采用文献资料研读、消费者满意度调查问卷分析以及与企业管理层和经销商面对面访谈等多元研究方法。首先对太子乐婴幼儿奶粉东北市场营销现状进行分析，对消费者问卷数据的详尽梳理，辅以与相关人员进行现场访谈，揭示太子乐婴幼儿奶粉在东北市场所遭遇的营销瓶颈。表现在产品方面，产品矩阵不够完整，同质化问题较为突出；价格方面，缺乏足够的价格竞争力，消费者价值感知不足；渠道布局方面，渠道结构单一且建设不足；促销方面，促销方式老套，营销人员专业素养参差不齐。

  接下来，利用PEST和波特五力竞争环境分析模型，结合STP理论制定市场细分方案，明确目标市场，对前述营销问题提出了针对性的优化策略。产品策略上，建议太子乐优化产品包装设计，强化产品的功能差异性，推进差异化产品策略，同时加强品牌形象塑造，精准确立品牌定位；在价格策略上，主张差异化定价策略、渠道价格统一化；促销策略上，提议太子乐建立健全消费者反馈机制，加大在新媒体平台的营销推广力度，灵活采用多样化的促销手段以吸引和留住消费者。最后，本研究从组织结构优化、技术创新应用、人力资源整合及资金投入四个方面，为太子乐婴幼儿奶粉在东北市场的营销策略优化提供实施保障，确保各项优化措施得以顺利执行并取得预期成效。

   Abstract

    With the development of China's economy and society, China's birth pattern and birth status have undergone some new changes. According to the data of the National Bureau of Statistics, the annual birth population in 2023 in China is only 9.02 million, and the birth rate is 6.39‰. The annual birth population in China has declined year by year for eight consecutive years, while the newborn birth rate in the three provinces in Northeast China is among the lowest in the country. The continuous decline in the birth rate in Northeast China directly affects the sales volume of infant milk powder. As the most important strategic market of Taizle, the sales volume of infant milk powder in Northeast China is facing great challenges. In this context, if Taizi Le infant milk powder wants to establish itself in the Northeast market and win the favor of consumers, it is necessary to optimize the marketing strategy of infant milk powder in the company, so as to achieve increasing sales volume.

    Based on the 4P marketing theory, this study adopts multiple research methods such as literature study, consumer satisfaction questionnaire analysis and face-to-face interviews with enterprise management and dealers. First of all, the marketing status of Taizi Le infant milk powder in Northeast China was analyzed, the questionnaire data of consumers were detailed, and on-site interviews with relevant personnel were conducted to reveal the marketing bottlenecks encountered by Taizi Le infant milk powder in Northeast China. In the aspect of product, the product matrix is not complete, and the homogenization problem is more prominent; In terms of price, the lack of sufficient price competitiveness and the lack of consumer value perception; In terms of channel layout, the channel structure is single and the construction is insufficient. In terms of promotion, the way of promotion is old-fashioned, and the professional quality of marketing personnel is uneven.

    Next, using PEST and Porter's five forces competitive environment analysis model, combined with STP theory to develop market segmentation plan, clear target market, and put forward targeted optimization strategies for the above-mentioned marketing problems. In terms of product strategy, it is suggested that Taizi Le optimize product packaging design, strengthen product functional differences, promote differentiated product strategies, and strengthen brand image building to accurately establish brand positioning; In terms of price strategy, it advocates differentiated pricing strategy and unified channel price. In terms of promotion strategy, it is proposed that Taizi Le establish a sound consumer feedback mechanism, increase marketing and promotion efforts in new media platforms, and flexibly adopt diversified promotion means to attract and retain consumers. Finally, this study provides implementation guarantee for the marketing strategy optimization of Tzi Le infant milk powder in the Northeast market from four aspects: organizational structure optimization, technological innovation application, human resources integration and capital investment, and ensures the smooth implementation of various optimization measures and the expected results.