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论文编号：	10511
作者编号：	2220160917
上传时间：	2018/12/6 18:55:58
中文题目：	GP公司的全渠道营销研究
英文题目：	Resarch on Omni-Channel Marketing of GP
指导老师：	任星耀
中文关键字：	母婴用品市场；全渠道营销；整合传播渠道；整合销售渠道
英文关键字：	The market of child supplies;omni-channel marketing;integration of communication channels; integration of sales channels
中文摘要：	母婴产品正在经历加速整合到全方位满足用户需求的过程，2018年母婴市场规模预计将达到3.1万亿。这是一个跨行业、跨部门的综合产业群，从年龄角度看，包括满足孕产妇及0~12岁阶段婴童用户的衣、食、住、行、 用、娱、乐等需求形成的一个消费产业体系。互联网母婴市场的高速发展，对原有线下渠道从影响开始，到逐步进行整合，从而实现全渠道营销。 GP公司是国内最大的母婴用品企业，成立于上世纪80年代，从一个校办企业发展到全球100亿（国内和海外市场各占50%），其产品分为9个事业部，产品数超过万种，其中童车及耐用品事业部有4个，服饰事业部3个，护理用品事业部1个，儿童运动用品事业部1个。但作为头部企业，市场份额只有约1.5%，明显有巨大的市场空间。2017年市场增长幅度超过20%，这与二胎放开及消费升级密切相关。进入2018年，市场发生了巨大的变化，消费升级与消费降级同台竞争，渠道融合进度进一步加快，全渠道营销已经是公司面临的挑战也是亟待解决的问题。 本文首先从营销环境的变化和连通时代的客户路径切入分析，重点对目标客户群的转移、数码亚文化群的崛起以及传统市场向数字市场的整合发展做了系统阐述。其次对全渠道营销的内涵及步骤分别讲述，从消费者在购买路径中所有可能的触点、渠道开始分析，找出并整合关键的触点和渠道。 其次基于母婴市场环境，确定GP公司的目标客户及全渠道营销目标，识别客户路径中所有可能的触点和渠道优先级，并提出改善并整合传播渠道和销售渠道的意见。 最后重点讲述了全渠道营销的实施保障，包括组织保障、预算体系支撑及商品支撑等。希望本文能够对未来进入和现在已经进入母婴市场的相关企业有所借鉴。 关键词：母婴用品市场；全渠道营销；整合传播渠道；整合销售渠道
英文摘要：	Mother and child products are undergoing a process of accelerating integration to fully meet the needs of users. The maternal and child market scale is expected to reach 3 trillion and 100 billion in 2018. This is a comprehensive industry group that spans industries and sectors, from an age point of view, including a consumer industrial system that meets the needs of maternity and children between the ages of 0 and 12 for clothing, food, housing, travel, use, entertainment, and so on. The rapid development of the Internet advances mother and child market, from the impact of the original offline channels to the gradual integration, so as to realize omni-channel marketing. GP company is the largest mother and child products enterprise in China, founded in the 1980s, from a school-run enterprise to 10 billion worldwide(domestic and overseas markets each account for 50 percent). Its products are divided into nine business divisions; the number of products is more than 10,000; among them, there are 4 divisions of children’s wagons and durable goods, 3 divisions of clothing, 1 division of nursing products and 1 division of children sports products. But as a leading enterprise, the market share is only about 1.5%, which obviously has a huge market space. In 2017, the market growth rate exceeded 20 percent, which is closely related to the opening of the second child and the upgrading of consumption. In 2018, great changes have taken place in the market, with the consumption upgrade and consumption downgrade competing on the same platform, and the progress of channel integration has been further accelerated, omni- channel marketing has been a challenge faced by the company and an urgent problem to be solved. This paper first analyzes the development trend of marketing, focusing on the transformation from traditional market to digital market and the integration of traditional marketing and digital marketing. Secondly, it puts forward the omni- channel marketing strategy, and analyzes the user’s purchasing path, and obtains the basis of the omni- channel marketing strategy and model of GP Company. Based on the theory of the omni-channel marketing strategy and the analysis of the market environment of mother and child, this paper synthetically analyzes the successful strategy of GP omni-channel marketing and the problems it faces. According to 5A shopping route, the paper analyzes the GPs omni-channel marketing strategy. At the same time, the marketing characteristics and marketing innovation of GP Company are expounded emphatically. Finally, the supporting system of omni- channel marketing strategy is analyzed. It is hoped that this paper can be used for reference by relevant enterprises entering the mother and child market in the future and now. Key Words: The market of child supplies; omni-channel marketing; integration of communication channels; integration of sales channels
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