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论文编号：	10325
作者编号：	2220160626
上传时间：	2018/12/5 22:56:00
中文题目：	好孩子集团服务营销组合策略研究
英文题目：	Service Marketing Mix Strategy Research of Goodbaby Group
指导老师：	许晖
中文关键字：	母婴用品零售企业；服务营销组合策略；体验营销
英文关键字：	Maternal & infant Products Retail enterprises; Service Marketing Mix Strategy; Experience Marketing
中文摘要：	本研究是以好孩子集团为案例对象，以母婴零售行业的服务营销组合策略为研究内容的描述性研究。随着国家二胎政策的放开及全面放开计划生育政策的调整，我国母婴行业吸引了大量的投资方进驻，母婴行业迅猛发展，新的母婴产品品牌、母婴连锁零售品牌快速崛起。伴随着消费升级及互联网的发展，传统的母婴行业企业面临着转型困难，母婴服务市场更加细分。同时受国家环保治理的影响，传统的母婴企业如何应对原材料涨价、人力成本不断上升的局面，如何建立强势品牌等等问题迫在眉睫。好孩子作为国内最大的母婴零售企业采取何种营销策略持续引领行业的发展，帮助企业取得竞争地位，实现业绩的持续增长，也是母婴行业企业发展的关键。本研究在回顾服务营销理论、体验营销理论基础上，通过PEST分析方法、SWOT分析方法等对好孩子集团的宏观环境、任务环境、行业竞争环境和内部 环境进行了综合分析，并根据多年的工作经验，详细描述了好孩子集团在产品、定价、渠道、促销策略方面的具体策略和实施保障措施，分析出好孩子集团目前服务营销策略中存在的问题，理论结合实际针对企业进行案例的实证分析研究，最终将基于顾客满意的服务营销组合策略引入好孩子的商业策略和计划中，进一步提升好孩子的市场竞争力。同时希望通过对好孩子集团服务营销策略的研究，可以为我国母婴行业企业提供借鉴和参考，并促进整个行业的水平和长期良性发展。关键词：母婴用品零售企业；服务营销组合策略；体验营销
英文摘要：	This is a descriptive research based on the case of GB GROUP about the service marketing mix strategy in maternal & child product retailing industry. With China family planning policy relaxing and the universal two-child policy introducing, the domestic maternal & child industry has attracted great investments and developed rapidly. New maternal & child product brands and new retail chain store brands have risen sharply. With the consumption upgrade and internet development, the traditional enterprise in this industry has met the difficulties of business transformation meanwhile the maternal & child product market has become more segmented. Affected by government environmental control principles, the traditional enterprises has faced the issues of raw material price rising and human resource cost going up. It is extremely urgent to find a way to build a powerful brand. GOODBABY GROUP is the greatest maternal & child product retail enterprise in this industry. The service marketing mix strategy that GB GROUP take to lead the development of the industry, to support the corporate gaining competitive advantage in the market place , to achieve dynamic business growth is the key to the whole industry development as well. This research has synthetically analyzed the macro-environment, the task environment，the competitive environment and the enterprise internal environment of GOODBABY GROUP by PEST and SWOT, and by reviewing the service marketing theory, experience marketing theory, target market theory . Based on years’ experience, by detailing product price distribution channel setting and promotion strategy and guarantee measures of GB GROUP, the research which integrating theory and practice has found the problems in the current GB service marketing strategy. All of these are in order to introduce the customer-satisfaction service marketing mix strategy into GB business strategy and plan so that to increase the competitiveness of GB GROUP in the market. Meanwhile, hope this research on GB service marketing mix strategy can provide references for enterprises in maternal & child product industry and can be helpful to dynamic development of this industry. Key Words: Maternal & infant Products Retail enterprises; Service Marketing Mix Strategy; Experience Marketing
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