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论文编号：	13582
作者编号：	2320200638
上传时间：	2022/12/4 21:14:33
中文题目：	GB公司婴幼儿辅食营销策略研究
英文题目：	Research on China Marketing Strategy of GB Infant Nutrition Food
指导老师：	李东进
中文关键字：	婴幼儿;辅助食品;营销策略;市场定位;安全和品质
英文关键字：	infant;complementary food;marketing strategy;STP;safety and quality
中文摘要：	近三十年来，随着我国经济和科技水平的发展，居民可支配收入稳定增长，母婴家庭在婴幼儿食品方面的支出也随之增多，越来越多年轻妈妈了解婴幼儿辅食的营养价值，尤其是疫情之后对于婴幼儿的营养健康更加关注，更加注重专业婴幼儿辅食的科学添加。由此带来母婴消费市场对于健康科学、营养全面的婴幼儿辅食的需求越来越大。婴幼儿辅食和婴幼儿配方奶粉、婴幼儿零食组成婴幼儿食品品类，主要对象是0~3岁的婴幼儿。 GB公司源于美国，专注研发婴幼儿食品近百年，尤其是在婴幼儿辅食领域具有非常高的知名度，在中国市场销售的产品主要是婴幼儿米粉、婴幼儿泡芙和婴幼儿果泥，2015年在中国市场重振上市并取得迅速增长。“全心之爱，从第一口到每一口”的品牌口号和价值观深深打动80/85后的妈妈们。2018年GB公司成为中国婴幼儿辅食市场年销售额最高、市场份额第一的高端婴幼儿辅食，品牌深得妈妈们的喜爱和拥护。GB公司婴幼儿辅食的发展也带动了我国科学喂养理念的普及和进一步渗透，中国妈妈们对宝宝食品的需求和要求不断升级，在最初“健康、安全”的食品材料基础上增加了“多元化、细分化”的产品细分的需求，同时精致育娃的理念让具有更多营养素和功能性的婴幼儿食品得到妈妈们的极度追捧。 最近五年，移动互联网高速发展，新媒体兴趣电商、内容电商平台等日渐成熟，母婴消费人群主力军从80/85后演变为90/95后更年轻的一代，新一代母婴消费者的自主意识和民族自信空前强大，对于国产品牌天生喜爱。许多初创品牌在此阶段借助新消费和国货浪潮迅猛增长。中国庞大的婴幼儿人口规模也吸引了更多外国品牌纷纷加入中国母婴市场，市场竞争空前激烈，品牌格局越来越复杂。本文通过分析我国婴幼儿辅食行业发展趋势、研究GB公司内外部营销环境，全面分析GB公司优势、劣势、威胁和机会，对其现有的市场营销策略进行诊断提出问题，通过定位理论和营销组合策略帮助其重新规划GB公司市场营销策略，恢复GB公司婴幼儿辅食的销量增长，助力GB公司重新成为最受中国妈妈信赖和喜爱的婴幼儿辅食品牌。
英文摘要：	In past three decades, with the development of China's economy and the level of science and technology, the steady growth of disposable income, mother and child families in the baby food spending has increased, more and more young mothers understand the nutritional value of complementary foods for infants and young children, especially after the epidemic for the nutritional health of infants and young children more concerned about the scientific addition of professional complementary foods for infants and young children. This brings the mother and child consumer market for healthy scientific, nutritious and comprehensive baby food demand is growing. Baby food, infant formula and baby snacks make up the baby food category, mainly for infants and toddlers from 0 to 3 years old. The GB company originated in the U.S., focusing on the research and development of infant food for nearly 100 years, especially the infant supplement category has a very high reputation. The products sold in the Chinese market are mainly infant cereal, infant puff and infant puree, in 2015 in the Chinese market to revive the market and achieve rapid growth. growth. The brand slogan and values of "anything for baby" have deeply touched mothers in the post-80s/85s, and in 2018, the GB company became the high-end infant supplement with the highest annual sales and the first market share in the Chinese infant supplement market, which is deeply loved and supported by mothers. The development of the GB company has also led to the popularization and further penetration of the concept of scientific infant feeding in China, and Chinese mothers' needs and requirements for baby food have been upgraded, adding "diversification and segmentation" to the initial "healthy and safe" food materials. At the same time, the concept of exquisite parenting makes the baby food with more nutrients and functionality is extremely sought after by mothers. In the last five years, the mobile Internet has developed at a high speed, new media interest e-commerce and content e-commerce platforms have become increasingly mature, and the main force of maternal and infant consumers has evolved from the post-80s/85s to a younger generation of post-90s/95s, with the new generation of maternal and infant consumers having an unprecedented sense of autonomy and national self-confidence, and an innate love for domestic brands. Many start-up brands are growing rapidly at this stage with the new wave of consumer and national products. China's huge infant and toddler population has also attracted more foreign brands to join the Chinese maternal and infant market, making the market more competitive than ever and the brand landscape more and more complex. This paper analyzes the development trend of China's infant supplement industry, studies the internal and external marketing environment of GB company, comprehensively analyzes the strengths, weaknesses, threats and opportunities of GB company, diagnoses its existing marketing strategy and raises questions, helps it to re-plan the marketing strategy of GB company through positioning theory and marketing mix strategy, restores the sales growth of GB company, and helps GB company to become the most popular brand again. We helped the brand to become the most trusted and loved brand of baby food by China young mothers.
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