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论文编号：	11324
作者编号：	2120162800
上传时间：	2019/12/12 10:25:33
中文题目：	雅培婴幼儿营养品营销策略的研究
英文题目：	Study on Abbott infant nutrition marketing strategy
指导老师：	田莉
中文关键字：	营销策略；婴幼儿奶粉；4P理论；STP理论；互联网+
英文关键字：	Marketing strategy, Infant milk powder, 4P theory, STP theory, Internet Plus
中文摘要：	本文第一章介绍了研究背景与研究意义、研究的内容框架及研究方法。 2015年中国婴幼儿奶粉突破1000亿元，跃居全球第二大婴幼儿奶粉市场，并以每年13.5%速度递增，随着中国人均GDP突破8000美元并不断增长，中国的中产阶级不断形成并壮大，中国市场的消费也在不断升级，中国婴幼儿配方奶粉市场面临一个全新的发展时代。 2008年三聚氰胺事件后，国产奶粉遭受巨大冲击，外资奶粉抢占了中国50%的市场，目前集中在北上广深中高端市场，并开始向下线市场进军，国产奶粉一直盘踞在三四五线市场，随着三四五线城市奶粉市场的需求不断扩大与升级，越来越多的厂商开始抢占中国三四五线城市；中国的电商一直领先世界发展，随着阿里京东引领着中国电商渠道的不断发展，婴幼儿奶粉品牌在互联网电商环境下的竞争更趋激烈，雅培作为一个百年外资品牌，在中国市场有巨大的发展潜力，同时也面临着非常复杂激烈的竞争环境，雅培要想在中国市场获取消费者并占有一席之地，就不得不认真研究中国市场的营销环境，制定合理的营销策略并不断实践与迭代。 鉴于以上背景及研究意义，笔者对雅培婴幼儿奶粉营销策略进行了研究，主要研究内容是雅培婴幼儿奶粉在中国市场的宏观市场环境及微观营销环境、雅培婴幼儿奶粉产品与团队及其营销效果现状及问题、雅培婴幼儿奶粉的营销策略方案及保障措施；全文参考了大量的文献及营销书籍，同时由于笔者在雅培有丰富的区域营销管理实践并正在进行大客户营销管理实践，故有更多的实地考察机会并能够熟练地进行专业定性分析，故研究采用文献研究法、实地调研法、定性分析法三种方法相结合，以使整个理论研究与管理实践相结合、相印证。本文第二章介绍了研究的理论基础及框架：STP理论、4P理论、互联网+、网络营销的方式、营销模式、快消品的研究。婴幼儿奶粉作为母乳替代品的特性注定了奶粉企业是以产品为主，产品是第一核心竞争力，婴幼儿奶粉的销售离不开传统的渠道与新兴的互联网电商渠道，并有其特殊的母婴渠道，婴幼儿奶粉的生意占据母婴渠道总体生意的50%以上，可以说母婴渠道因婴幼儿奶粉而兴起与发展，故全文以STP市场细分理论、4P营销的传统营销理论与互联网+、网络营销的新兴互联网理论相结合，注重回归营销的基本理论，同时高度关注新兴的互联网+模式，并参考了国内外关于营销模式及快消品研究的大量研究情况，构成了全文的理论框架。 本文第三章介绍了雅培婴幼儿营养品的营销环境，宏观方面运用了PEST模型，从政治政策环境、经济环境、文化消费环境、技术环境等四方面做了分析。政治政策环境方面，国家鼓励养殖，扶持国产奶粉，采用史上最严奶粉新政—配方注册制，每个工厂允许生产的注册品牌不超过3个，将一些小工厂及靠贴牌生产为生的厂家排除在奶粉新政之外，彻底整治行业乱象，重塑消费者对国产品牌信心，同时放开的二胎政策，带来了新一波的新生儿经济红利；经济环境方面，中国婴幼儿奶粉市场空间巨大，发展迅速，需求旺盛，一二线城市竞争激烈，广阔的农村市场潜力无限，渠道呈现明显的城市经济分级现象；文化消费环境方面，消费者由2008年后倾向于进口品逐渐向国产自主研发产品发展，对洋奶粉的关注度逐渐下滑，尤其是三四五线城市，对国产品牌友好度明显高于一二线城市；技术环境方面，婴幼儿配方粉的生产工艺逐渐由干法工艺趋向于湿法工艺，核心配方有增强免疫力、益智、促进消化吸收等方面。微观方面运用波特五力模型，在供应商、消费者、竞争者、替代品、潜在进入者五方面综合分析，雅培在这五方面既有自有牧场的优势，也有越来越多拥有牧场资源竞争者的挑战，既有消费者对大品牌的信赖、奶粉作为母乳替代品的暂时不可替代性优势，也面临各大外资品牌及国产品牌的激烈竞争。 本文第四章详细讲述了雅培婴幼儿奶粉的现状，包括产品、团队、营销策略的现状及问题。雅培婴幼儿营养品包括雅培菁挚系列奶粉、雅培亲体系列奶粉、雅培小安素、雅培早产儿奶粉等系列；雅培中国婴幼儿营养品在中国设有全资贸易公司，独立运营雅培系列奶粉，设有市场部、销售部、物流部、财务部、人力资源部等各大部门，销售部设有东南西北四个大区及全国重点客户部、全国销售发展部，销售部与市场部负责所有营销工作；在营销策略上，雅培产品目前采用完全覆盖策略、定位中高端、包装统一，产品价格根据雅培工厂出厂成本全国统一定价，电子商务渠道、母婴渠道、现代大卖场渠道、传统渠道多渠道分销，产品自身卖点宣传及常规营业推广是最主要的营销促销手段。目前营销现状主要存在以下问题：产品方面满足消费者诉求不足、部分产品目标消费群体重叠，价格方面缺乏区别定价、零售价格不规范，渠道上母婴不够支持、陈列差、新渠道拓展不足，促销方面产品宣传不足、推广不足、人员覆盖推广不足。 本文第五章根据第三章营销环境的分析及第四章雅培婴幼儿奶粉的营销现状及问题，重新梳理了雅培婴幼儿奶粉的市场细分及市场定位，在产品、价格、渠道、促销四方面提出了优化后的营销策略：产品方面进行优化组合、产品名称及包装在统一中突显个性、提高产品品质、开发新产品；价格上采用强竞争力产品优质高价、弱竞争力产品降价、新品渗透定价、不同渠道规范价格；渠道上提高陈列水平、加强传统渠道与线上渠道融合、加强母婴渠道推广、加强新兴渠道开发；促销方面加强广告力度、加强终端推广力度、加强人员覆盖及消费者互动活动频次。为了保障营销策略的有效实施，避免类似问题的重复出现，同时建立健全了相应的产品、价格、渠道、促销方面的保障措施，以期整个营销活动持续有效运行。 最后得出结论，中国婴幼儿奶粉市场空间潜力巨大，随着中国二胎政策及消费升级，需求趋于旺盛且呈现高端化，但竞争也异常激烈，政策监管也越来越严厉，雅培作为拥有130年历史的世界500强，拥有全球视野，但要立足中国，发力中国，实现在中国市场占据一席之地并不断发展，就需要不断修炼内功，加强在营销方面的研究与投入，随着营销环境的变化而不断迭代更新自己的营销策略，顺应中国的互联网化大潮，回归营销的最初起点，从产品、价格、渠道、促销这四个基本方面修炼基本功，积极参与竞争，不断提升产品与服务，在获取中国市场份额的同时，肩负起社会责任及行业担当，为中国婴幼儿奶粉行业的积极发展添砖加瓦，为中国婴幼儿的健康成长做出应有的积极贡献。 关键词：营销策略；婴幼儿奶粉；4P理论；市场细分及市场定位；互联网+
英文摘要：	The first chapter of this thesis introduced the research background, research significance, research content, and research methods. In 2015, China's infant milk powder exceeded 100 billion yuan, becoming the second largest infant milk powder market around the world, with an annual growth rate of 13.5% per year. With China's GDP per capita exceeding 8,000 U.S. dollars and increasingly growth, China's middle class is continuously forming and growing, and the consumption in the Chinese market is also continuously upgrading. Therefore, China's infant milk powder market is facing a new era of development. After the melamine incident in 2008, domestic milk powder suffered a lot. Foreign milk powder occupied 50% of China's market, which, at present, is concentrated in the middle and high-end markets in North China, Beijing, Shanghai, Guangzhou and Shenzhen, and began to enter the offline market. Domestic milk powder has been entrenched in the third-tier, fourth-tier and fifth-tier market. As the demand for milk powder in third-tier, fourth-tier and fifth-tier cities continues to expand and upgrade, more and more manufacturers are beginning to seize these cities in China. China's e-commerce industry has been leading the world. With Ali and JD leading the continuous development of China's e-commerce channels, the competition of infant milk powder brands in the environment of Internet e-commerce has become more intense. Abbott, as a 100-year-old foreign-funded brand, has great development potential in the Chinese market, which is also facing a very complicated and fierce competitive environment. Abbott has to seriously study the marketing environment of the Chinese market, formulate reasonable marketing strategies and continuously practice and iterate in order to gain consumers and occupy a place in the Chinese market. In view of the above background and research significance, the author has conducted a research on Abbott's marketing strategy of infant milk powder. The main research contents include the macro and micro marketing environment of Abbott's infant milk powder in the Chinese market, Abbott's infant milk powder products and teams and their marketing status and problems, Abbott's infant milk powder marketing strategy plan and safeguard measures. The full text refers to a large number of literature and marketing books. At the same time, as the author has rich regional marketing management practice in Abbott, and is conducting key account marketing management practice, there are more opportunities to carry out field visits and professional qualitative analysis. Therefore, the research adopts the combination of literature research method, on-the-spot investigation method and qualitative analysis method, to combine and confirm the theoretical research and management practice. The second chapter of this thesis introduced the theoretical basis and framework of the research: STP theory, 4P theory, internet plus, network marketing methods, marketing models, and the research of fast-moving consumer goods. The characteristics of infant milk powder as a substitute for breast milk determine that milk powder enterprises are the products are the first core competitiveness. The sale of infant milk powder has its own special mother and infant channels based on traditional channels and emerging Internet e-commerce channels. The business of infant milk powder accounts for more than 50% of the total business of mother and infant channels, which can be said that the mother and infant channels have arisen and developed owing to infant milk powder. Therefore, the framework of full text was formed based on STP market segmentation theory, traditional 4P marketing theory, the emerging Internet theory of internet plus, and network marketing, paying attention to the basic theory of regression marketing, the emerging internet plus model, and referring to a large number of domestic and foreign researches on marketing model and fast-food products. The third chapter of this thesis introduced the marketing environment of Abbott's infant nutrition products. The PEST model is used to analyzing from political policy environment, economic environment, cultural consumption environment and technical environment. In terms of political policy environment, the state encourages breeding, supports domestic milk powder, and adopts the strictest new milk powder policy in history-formula registration system. Each factory is allowed to produce no more than three registered brands, excludes some small factories and manufacturers that rely on OEM for a living from the new milk powder policy, thoroughly rectifies industrial chaos to reshape consumers' confidence in domestic brands, at the same time, the two-child policy brings a new wave of economic dividends for newborns. In terms of economic environment, China's infant milk powder market has the characteristics of huge space, rapid development, strong demand, fierce competition in first and second tier cities, unlimited potential in the vast rural market, and obvious urban economic classification in channels. In terms of cultural consumption environment, consumers have gradually developed from imported products to domestically developed products since 2008, and their attention to foreign milk powder has gradually declined, especially in third-tier, fourth-tier and fifth-tier cities, which are much more friendly to domestic brands than first and second tier cities. In terms of technical environment, the production process of infant formula powder is gradually moving from dry process to wet process. The core formula is conductive to enhancing immunity, improving intelligence, promoting digestion and absorption, etc. In the micro aspect, Michael Porter's Five Forces Model is used to make a comprehensive analysis in five aspects: suppliers, consumers, competitors, substitutes and potential entrants. Abbott has its own advantages in these five aspects, but also the challenges from more and more competitors who own pasture resources. In addition, it has not only the consumers' trust in big brands, the temporary irreplaceable advantages of milk powder as breast milk substitutes, but also the fierce competition from major foreign brands and domestic brands. The fourth chapter of this thesis described in detail the current situation of Abbott infant milk powder, including the current situation, problems of products, teams and marketing strategies. Abbott infant nutrition products include Abbott Eleva series, Abbott affinity series, Abbott PediaSure, and Abbott premature infant series. Abbott China Infant Nutrition has a wholly-owned trading company in China, which operates Abbott series milk powder independently and has major departments such as marketing department, sales department, logistics department, finance department, human resources department, etc. The sales department has four regions in southeast and northwest, as well as a national key customer department and a national sales development department. The sales department and the marketing department are responsible for all marketing work. In terms of marketing strategy, Abbott products currently adopt a complete coverage strategy, positioning at the middle and high end, and uniform packaging. The price of products is fixed in accordance with the factory cost of Abbott factory. Electronic commerce channels, maternal and child channels, modern hypermarkets channels, and traditional channels are used for multi-channel distribution. Product selling point publicity and regular business promotion are the most important marketing promotion methods. At present, the current marketing situation mainly faces the following problems: insufficient satisfaction of consumers' demands in products, overlapping of target consumer groups of some products, lack of differentiated pricing in prices, nonstandard retail prices, insufficient support from maternal and infants in channels, poor display, insufficient expansion of new channels, product publicity and personnel coverage and promotion. Based on the analysis of the marketing environment in the third chapter and the current marketing situation and problems of Abbott infant milk powder in the fourth chapter, the fifth chapter of this thesis re-combed the market segmentation and market positioning of Abbott infant milk powder, and put forward the optimized marketing strategy in the four aspects of product, price, place and promotion: optimizing the combination of products, highlighting the individuality in the unification of product name and packaging, improving the product quality and developing new products; In terms of price, high-quality and high-price products with strong competitiveness, low-price products with weak competitiveness, penetration pricing of new products, and standardization of prices through different channels are adopted. As for place, to improve the display level, to strengthen the integration of traditional channels and online channels, to strengthen the promotion of maternal and infants channels, and to strengthen the development of new channels; In terms of promotion, we should strengthen advertising, terminal promotion, personnel coverage and frequency of consumer interaction activities. In order to ensure the effective implementation of the marketing strategy and avoid the recurrence of similar problems, at the same time establish and perfect the corresponding product, price, place and promotion safeguard measures, so as to continuously and effectively run the entire marketing activities. Finally, it was concluded that China's infant milk powder market has great potential. With the upgrading of China's two-child policy and consumption, the demand tends to be strong and high-end, but the competition is also extremely fierce, and the policy supervision is becoming more rigorous. Abbott, as the world's top 500 with a history of 130 years, has a global vision. However, in order to establish a foothold in China and achieve a place in the Chinese market and continuous development, it is necessary to continuously cultivate internal skills, strengthen research and investment in marketing, constantly update their marketing strategies with the changes in the marketing environment, conform to China's internet trend, return to the initial starting point of marketing, cultivate basic skills from the four basic aspects of product, price, channel and promotion, actively participate in competition, and continuously improve products and services, while gaining market share in China, shoulder social responsibilities and industry responsibilities, contribute to the positive development of China's infant milk powder industry and make due positive contributions to the healthy growth of Chinese infants. Key words: marketing strategy; Infant milk powder; 4P theory; Market segmentation and market positioning; Internet plus
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