英语学专业 浅析南京母婴市场营销策略-以“孩子王”为例

1、CONTENTSTOC o 1-3 h u HYPERLINK l _Toc22885 CHINESE ABSTRACT PAGEREF _Toc22885 1ENGLISH HYPERLINK l _Toc15 ABSTRACT PAGEREF _Toc15 2 HYPERLINK l _Toc26435 CHAPTER 1 INTRODUCTION PAGEREF _Toc26435 3 HYPERLINK l _Toc21954 CHAPTER 2 AN ANALYSIS ON THE MATERNAL-CHILD MARKET(MCM) PAGEREF _Toc21954 4 HYPE

2、RLINK l _Toc15587 2.1 Definition PAGEREF _Toc15587 4 HYPERLINK l _Toc21201 2.2 Background PAGEREF _Toc21201 4 HYPERLINK l _Toc17791 2.3 Main Characteristics PAGEREF _Toc17791 4 HYPERLINK l _Toc19648 2.3.1 Great Potentials and More Attention on Brand PAGEREF _Toc19648 4 HYPERLINK l _Toc25359 2.3.2 Ch

3、anging Demand Structure and Different Purchasing Environment PAGEREF _Toc25359 5 HYPERLINK l _Toc32283 CHAPTER 3 CURRENT MARKETING STRATEGIES OF KIDSWANT PAGEREF _Toc32283 6 HYPERLINK l _Toc11392 3.1 Promising Current Situation PAGEREF _Toc11392 6 HYPERLINK l _Toc5734 3.2 4P Marketing Mix of Kidswan

4、t PAGEREF _Toc5734 6 HYPERLINK l _Toc24167 3.2.1 Varied Products PAGEREF _Toc24167 6 HYPERLINK l _Toc1660 3.2.2 Appropriate Price PAGEREF _Toc1660 7 HYPERLINK l _Toc6755 3.2.3 Reasonable Place PAGEREF _Toc6755 7 HYPERLINK l _Toc21736 3.2.4 Multifarious Promotion PAGEREF _Toc21736 8 HYPERLINK l _Toc1

5、2952 3.3 The Theory of Consumer Behavior PAGEREF _Toc12952 8 HYPERLINK l _Toc25085 3.3.1 A Brief Introduction on Consumer Behavior PAGEREF _Toc25085 9 HYPERLINK l _Toc27103 3.3.2 Effectiveness of Consumer Behavior PAGEREF _Toc27103 9 HYPERLINK l _Toc440 CHAPTER 4 DEVELOPMENT STATUS AND EXISTING PROB

6、LEMS OF MCM IN NANJING PAGEREF _Toc440 10 HYPERLINK l _Toc5793 4.1 Development Status PAGEREF _Toc5793 10 HYPERLINK l _Toc16820 4.1.1 Diversified Distribution Channels and Sales Mix PAGEREF _Toc16820 10 HYPERLINK l _Toc17794 4.1.2 Expanded Market Share PAGEREF _Toc17794 11 HYPERLINK l _Toc9141 4.2 E

7、xisting Problems of MCM in Nanjing PAGEREF _Toc9141 11 HYPERLINK l _Toc8758 4.2.1 Disorderly Market Competition Environment and Hysteretic Sales Model PAGEREF _Toc8758 11 HYPERLINK l _Toc6550 4.2.2 Problems of Product Quality, Price Comparisons and After-sales Service PAGEREF _Toc6550 12 HYPERLINK l

8、 _Toc24637 CHAPTER 5 CORRESPONDING STRATEGIES AND SUGGESTIONS OF MCM IN NANJING PAGEREF _Toc24637 14 HYPERLINK l _Toc13728 5.1 Brand Marketing PAGEREF _Toc13728 14 HYPERLINK l _Toc27234 5.2 Differential Marketing PAGEREF _Toc27234 15 HYPERLINK l _Toc23181 5.3 Experience Marketing PAGEREF _Toc23181 1

9、6 HYPERLINK l _Toc5923 5.4 Service Marketing PAGEREF _Toc5923 17 HYPERLINK l _Toc20687 5.5 Relationship Marketing PAGEREF _Toc20687 18 HYPERLINK l _Toc20849 CHAPTER 6 CONCLUSION PAGEREF _Toc20849 20 HYPERLINK l _Toc4811 ACKNOWLEDGEMENTS PAGEREF _Toc4811 21 HYPERLINK l _Toc24686 REFERENCE PAGEREF _To

10、c24686 22 摘 要在当今生活水平不断提高的时代，人们越来越关注婴幼儿的身心发展。随着人们消费观念的改变，婴幼儿消费占据了普通家庭消费的很大份额，这使得母婴市场成为一个富有生机且充满希望的市场。尽管母婴产品市场前景广阔，但其仍处于初级阶段，这表现为市场竞争无序、产品质量难以保证、销售模式单一等方面。由于强大的需求群体和多元化的消费观念，母婴市场的发展将迎来新的高峰，同时也面临着许多发展问题。对母婴市场起步较早的南京来讲，它作为全国经济中心城市之一，具有一定的代表性。本文通过研究南京母婴市场背景、消费特点、发展现状、存在的问题，以及发展最为完善的母婴购物商场“孩子王”的4P营销策略组合(产

11、品、价格、渠道、促销)和消费者行为理论，剖析“孩子王”的成功之处，然后分析当前南京母婴市场存在的问题，最后得出南京母婴市场发展的最优营销策略这个结论，为南京母婴市场的未来寻求更好的发展。关键词： 母婴市场 营销策略 孩子王 ABSTRACTNowadays, in the modern era of rising living standards, people are paying more and more attention to the physical and mental development of children and infants. Children and infan

12、ts consumption occupies a great share of the ordinary household consumption with peoples changing consumption idea, which makes maternal and child market become a more vibrant and hopeful market. Although the prospect of maternal market is broad, it is in its infancy, which often manifests in the as

13、pects of competition disorder, substandard product quality and single sales model, etc. Due to strong demand of special-needs groups and diversified consume concept, the development of maternal-child market will usher in a new peak, but also will face many development problems. In terms of Nanjing w

14、ith pioneering maternal market, it has certain representative features as a city of the national economic center. Through the research of background, consumption characteristics, current situation and existing problems of Nanjing maternal-child market and the study of 4P marketing mix (namely produc

15、t, price, place and promotion) and the theory of consumer behavior of Kidswant, the most perfect baby shopping mall, and this paper will make an analysis of its success. Then this thesis analyzes the existing problems of Nanjing maternal-child market and finally draws a conclusion of the optimal mar

16、keting strategies of maternal-child market in Nanjing, which can seek a more promising future for Nanjing maternal-child market.Keywords: maternal and child market； marketing strategy； Kidswant CHAPTER 1 INTRODUCTIONNowadays, maternal-child market (hereinafter referred to as MCM) accounts for a big

17、share of Chinese market, which plays a significant role in peoples daily life. With the improvement of living standards and the changes of family structure, consumption pattern has undergone great changes. As a city of the national economic centers, Nanjing has well-deserved development environment

18、for MCM. Rapid economic growth means that the population also changes constantly. Due to the rapid growth of resident income and the number of neonates, maternal-child group becomes a large consumer group and Nanjing MCM has huge potential and broad space for development. The maternal-child market i

19、s a new market of economic bright spots with great potential. In recent years, many enterprises and individuals have put great efforts and investment wherever in first-tier cities(Shanghai, Beijing, Guangzhou, etc.) or secondary cities(Nanjing, Wuhan, Chongqing, etc.). There are more and more stores

20、 and large shopping malls swarming into cities or towns, which make people feel blind to choose the most suitable products to satisfy their needs when facing those various kinds of products. Therefore, it is high time that Nanjing maternal market should adopt relevant countermeasures to improve itse

21、lf.At the time of facing favorable development opportunities, Nanjing MCM is also confronted with a series of problems such as marketing environment, internal operating structure, product quality, price comparisons, disorderly competition and after-sales service, etc. Faced with these issues, many e

22、nterprises and individuals need to adopt appropriate marketing strategies and emergency actions to solve these problems. As a famous brand of maternal shopping mall in China, Kidswant is the most popular one, which attracts a large number of pregnant mothers who come from far away. In this paper, I

23、will summarize the successful experience of well-developed baby shopping mall Kidswant to expound suitable marketing strategies for the whole Nanjing MCM to provide references for businesses and individuals who want to enter into Nanjing maternal-child market.CHAPTER 2 AN ANALYSIS ON THE MATERNAL-CH

24、ILD MARKET(MCM)2.1 DefinitionWith regards to the definition of maternal-child market(MCM), there is a common statement. Generally speaking, the MCM is a special type of market, which provides products and services for those target customer groups of babies aged at 1-6 years old and pregnant mothers.

25、 Those products can be divided into six basic categories, namely maternal baby food, furnishings, maintenance supplies, household articles, travel supplies, playing and teaching supplies, etc.2.2 Background With the development of the times, maternal-child market becomes a popular industry in the mo

26、dern era of rising living standards and changing consumption patterns. Overseas industries of maternal-child products have become mature industries in recent years, on the contrary, MCM in China is still in its initial stage. The good news is that the rapid rise of maternal-child market will come tr

27、ue due to the inexorable law of market development and a series of policy support.Indeed, the maternal-child market has a great potential for its development. Nevertheless, MCM has some shortcomings in Nanjing at present.2.3 Main CharacteristicsUnder the new market conditions, the distinctive charac

28、teristics of MCM are as follows:2.3.1 Great Potentials and More Attention on BrandThe consumption of maternal products belongs to the category of rigid demand, and it will make no great fluctuations with peoples income level. Additionally, the demand will become more active because of rapid growth o

29、f neonates, which is mainly due to the change of attitudes towards life and orientation of current family planning policy.A large number of pregnant mothers and their family members are willing to spend more money purchasing high-end brands of maternal-child products on account of the improvement of

30、 living standards and attention on babies growth. They believe that these kinds of maternal-child products are full of quality guarantee, and these products are healthier and more comfortable than others of the same kind to some extent.2.3.2 Changing Demand Structure and Different Purchasing Environ

31、mentWith the development of productivity, the consumption demand structure has a gradual transition from low level to high level. Nowadays, people are pleasant to reach a higher level in spirit when purchasing, and they put more focus on the growth and living environment of pregnant mothers and babi

32、es, so they are no longer just buying normal living articles such as feeding bottle, milk powder and baby paper diapers, etc. Therefore, some maternal-child industries provide a series of high-end services like antenatal training and early education to satisfy consumers demand of high level. In a se

33、nse, this measure can promote the development of maternal-child industries.More and more people would like to purchase in large maternal-child shopping malls like Kidswant because of the improvement of resident income and the change of peoples consumer psychology. Consequently, maternal-child stores

34、 of mini type are not popular as before in our daily life. In addition, another new kind of popular shopping platform is network, which provides a convenient way for people to purchase. Thus, lots of well-developed maternal-child industries have established their own shopping website, such as Redbab

35、y and BabyBear.CHAPTER 3 CURRENT MARKETING STRATEGIES OF KIDSWANT3.1 Promising Current SituationKidswant，which attains great reputation in Nanjing, is one of the largest maternal-child shopping malls in China. Kidswant covers huge areas for the reason that it chooses unique method one-stop service i

36、n the aspect of operating models that is out of the ordinary.Kidswant has promising current situation, specializing in the all-around value-added services and purchase for pregnant mothers and children who are under 14 years old. The operating models of physical malls, direct purchase manuals and ne

37、twork sales offer great support for the growth of children. Nanjings Kidswant has a strong management team with professional knowledge and great passion, which attracts a large number of elites to join in. Due to the successful efficient management style, many families get excellent services from th

38、is maternal-child shopping mall. Additionally, clients can also experience the relevant services like social activity, entertainment and early education after purchasing their products. This not only enriches mother and babies inner world, but also brings great benefits for Kidwants itself.3.2 4P Ma

39、rketing Mix of KidswantKidswant is the most successful maternal baby shopping mall, which adopts a large amount of marketing strategies and develops very quickly. The foremost strategy is the Marketing Mix (4Ps, namely product, price, place and promotion). HYPERLINK l _Toc168052385 3.2.1 Varied Prod

40、uctsA product is anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need. (Hu Ling, Hu Zhiwen, 2004:159)There are so many kinds of maternal-child products in Kidswant, which fulfills variety of customers demands. Besides the essen

41、tial products like baby and pregnant mothers clothing, feeding bottles and baby carriages, the main products are milk powder and baby diapers for babies in different ages. To be specific, the product of milk powder consists of 4 periods for babies as follows: who are younger than six months, who are

42、 6-12 months old, who are younger than three years old and who have already been three years old. Of course, there are also various kinds of toys promoting the growth and development of babies sense organ and improving their cognitive abilities.The most attractive product is its service, because man

43、y pregnant mothers and little babies can experience in this large physical mall, and salesmen are positive to provide the best advice for buyers. Whats more, lots of recreational facilities and early education organizations have taken root in Kidswant, and for this reason, many people prefer to do s

44、hopping in it. Generally speaking, Kidswant pays more attention to the function of product development, and it believes that products should be of unique selling proposition, so it might be the reason that Kidswant puts this aspect first. HYPERLINK l _Toc168052386 3.2.2 Appropriate PricePrice is the

45、 value of what a consumer exchanges in return for products. It may take the form of monetary exchange, bartered services, or other goods. (Hu Ling, Hu Zhiwen, 2004:183)According to different market positioning, maternal industries adopt different price strategies to cater to consumers needs. However

46、, Kidswant sets its price strategies based on its famous brand, high quality, high cost and satisfied services. For this reason, the products in Kidswant are of high price, and it is very popular among rich families. There is no doubt that a small percentage of consumers may have trouble affording t

47、hose products.Certainly, Kidswant also implements other positive marketing measures which successfully promote consumers to accept and purchase its products and services of their own accord. For instance, Kidswant holds a variety of activities at different festivals in order to attract more people.

48、At this time, Kidswant will take its low-price strategy to sell their products and attract a large amount of consumers to buy other products that are still of high quality and price.Despite of the appropriate price strategy, Kidswant also emphasizes the significance of its place. HYPERLINK l _Toc168

49、052387 3.2.3 Reasonable PlacePlace, in another word , can be called distribution. Distribution is the process that goods are distributed from the manufacture to the end user. (Hu Ling, Hu Zhiwen, 2004:206)The headquarter of Kidwant is located in Nanjing, and the first flagship store was established

50、at Jianye District in Nanjing in 2009. In the following years, an increasing number of Kidswant were opened in other areas. Obviously, these large malls of Kidswant are mainly located in the area of target consumers who are of highest concentrations. These places are mostly in the well-developed sit

51、es, for an instance, the current malls of Kidswant in Nanjing are mainly located in Wanda Plaza. In addition, it is their strategy that they choose the most attractive site, the first floor, to attract consumers, for all the people have to go through it when start shopping. This strategy is pretty s

52、uccessful that not only customers but also Kidswant will find a convenient and reasonable place to carry on transactions.As one of the most significant elements in marketing mix, the ultimate aim of place strategy is to create an appropriate place to attract consumers and stimulate consumption. What

53、s more, promotion strategy is another important role in marketing mix which brings great benefits to Kidswant. 3.2.4 Multifarious PromotionPromotion is a form of persuasive communication, or getting others to do what marketers want them to do. (Hu Ling, Hu Zhiwen, 2004:228)As one of the leading mate

54、rnal industries, Kidswant also attracts customers through various measures of promotion like price-off promotion, discount, free gifts, cash rebates, tie-ins, coupons and sweepstakes, etc. Besides, Kidswant provides all-around services including beer and skittles, and daily necessities, attracting m

55、ore people to go shopping here in holidays.3.3 The Theory of Consumer BehaviorThe theory of Consumer behavior is one of the basic theories of marketing. It is the study of how people buy, what they buy, when they buy and why they buy. According to AMA (American Marketing Association), consumer behav

56、ior refers to dynamical interaction process of perception, cognition, behavior and environment factors that can provide behavior base for people to perform their functions in their daily life. Therefore, the theory of consumer behavior plays a significant role in maternal market, especially in Kidsw

57、ant.3.3.1 A Brief Introduction on Consumer BehaviorAccording to the above definition, it is obvious that the theory consists of three main aspects as follows. Firstly, consumer behavior is dynamical, which means that the marketing strategies of one industry should be also dynamic in line with the ch

58、ange of consumers demands, market environment and other variable factors. Secondly, the theory includes interactive functions of various factors. In the circumstances, Kidswant needs to find consumers real demands and adjusts their marketing strategies appropriately. At last, consumer behavior is th

59、e behavior that refers to transaction, stimulating maternal industries to accept more marketing strategies of utility maximization.The factors that affect consumer behavior are divided into two categories: internal factors and external factors. Generally speaking, the internal factors include physic

60、al factors, psychological factors and behavior factors. Consumers age, gender, health condition, physiological quality, interest, motivation, perception, behavior can make great effects in their consumer behavior. (Sun Lihui, 2009:3) Moreover, the external factors are also important for consumers an