英语学专业 浅析南京母婴市场营销策略——以“孩子王”为例VIP免费

CONTENTSCHINESEABSTRACT.......................................................................................................................1ENGLISHABSTRACT.......................................................................................................................2CHAPTER1INTRODUCTION.........................................................................................................3CHAPTER2ANANALYSISONTHEMATERNAL-CHILDMARKET(MCM)...........................42.1Definition.......................................................................................................................................42.2Background...................................................................................................................................42.3MainCharacteristics......................................................................................................................42.3.1GreatPotentialsandMoreAttentiononBrand..........................................................................42.3.2ChangingDemandStructureandDifferentPurchasingEnvironment.......................................5CHAPTER3CURRENTMARKETINGSTRATEGIESOFKIDSWANT.......................................63.1PromisingCurrentSituation..........................................................................................................63.24PMarketingMixofKidswant.....................................................................................................63.2.1VariedProducts...........................................................................................................................63.2.2AppropriatePrice........................................................................................................................73.2.3ReasonablePlace........................................................................................................................73.2.4MultifariousPromotion..............................................................................................................83.3TheTheoryofConsumerBehavior...............................................................................................83.3.1ABriefIntroductiononConsumerBehavior.............................................................................93.3.2EffectivenessofConsumerBehavior.........................................................................................9CHAPTER4DEVELOPMENTSTATUSANDEXISTINGPROBLEMSOFMCMINNANJING............................................................................................................................................................104.1DevelopmentStatus.....................................................................................................................104.1.1DiversifiedDistributionChannelsandSalesMix....................................................................104.1.2ExpandedMarketShare...........................................................................................................114.2ExistingProblemsofMCMinNanjing.......................................................................................114.2.1DisorderlyMarketCompetitionEnvironmentandHystereticSalesModel............................114.2.2ProblemsofProductQuality,PriceComparisonsandAfter-salesService...........................