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| Research on the Marketing Strategy of mead Johnson Infant Formula Under STP theory STP理论下“美赞臣”婴幼儿配方奶粉营销策略研究 【摘要】近年来，许多国产奶粉品牌涌现，但由于自身综合实力的不够强大，没有找准适合自己的营销策略，导致销量平平无奇，并未得到很好的发展。通过分析美赞臣儿童配方奶粉营销现状和营销中存在的问题，可以给新兴国产品牌奶粉作为参考，指导国产新产品的开发、营销、经营，降低市场风险，解决新兴国产品牌奶粉经济成长中的供求矛盾和资金问题，开拓了更大的市场空间。 本文结合STP理论研究美赞臣婴幼儿配方奶粉营销策略有何竞争力，影响程度怎么样，以及它是如何受到目标市场的选择和市场定位的影响以保持和增加其在中国的市场份额。可以给国产品牌奶粉作为参考，以审视国产品牌奶粉自身是否有同样的不足及借鉴美赞臣奶粉值得学习的地方，促进国产品牌奶粉稳步发展。 【关键词】STP理论 营销策略 营销竞争力 进口奶粉 Research on the Marketing Strategy of mead Johnson Infant Formula Under STP theory [Abstract] In recent years, many domestic milk powder brands have emerged,but due to their insufficient comprehensive strength,they have not found the right marketing strategy, leading to mediocre sales and not good development. Formula by analyzing the Mead Johnson children marketing present situation and problems,can give emerging domestic brand milk powder used as a reference,to guide the domestic development of new products, marketing,management, reduce market risk,to solve the emerging domestic brand milk powder, the contradiction of supply and demand in economic growth also for the emerging domestic brand milk powder to develop greater market space. Combined with STP theory, this paper explores Mead Johnson infant formula marketing strategy's competitiveness, influence degree,and how it is influenced by the choice of target market and market positioning to maintain and increase its market share in China. It can be used as a reference for domestic brand milk powder,so as to examine whether domestic brand milk powder has the same deficiency and draw lessons from Mead Johnson milk powder, so as to promote the steady development of domestic brand milk powder. [Key Words] STP theory ; marketing strategy;Marketing competitiveness ; Imported milk powder Content Chapter Ι Introduction 6 1.1 Research background 6 1.2 Research objective 6 1.3 Domestic and foreign literature summary 7 1.3.1 Research on the emergence and development of STP strategic theory 7 1.3.2 Research on the implementation of STP strategy in different stages 7 1.3.3 Research on the application of STP strategic theory 9 1.4 Domestic and foreign literature review on marketing competitiveness 9 1.5 Research contents and methods 11 Chapter Ⅱ Theoretical basis and concept definition 11 2.1 STP strategy 11 2.1.1 Market segmentation 12 2.1.2 Target market 12 2.1.3 Market positioning 13 2.2 Enterprise competitiveness 13 2.3 Marketing competitiveness 13 2.3.1 Elements of marketing competitiveness 14 Chapter Ⅲ Development status and related policies of imported milk powder in Chinese market 16 3.1 Policies on the development of imported milk powder in China 17 3.2 Development of Mead Johnson infant formula in China 17 3.3 Development status of Mead Johnson infant formula in China 18 3.4 Development trend of Mead Johnson formula for children in Chinese market 18 Chapter Ⅳ Analysis on marketing environment of Mead Johnson formula for children 19 4.1 Political and legal environment analysis 20 4.2 Economic environment analysis 22 4.3 Natural environment analysis 22 Chapter Ⅴ STP strategy analysis and marketing competitiveness of Mead Johnson infant formula 23 5.1 Marketing situation of Mead Johnson milk powder 23 5.2 Marketing problems and causes of Mead Johnson infant formula.Enterprises 25 5.2.1 Problems in product and price management 25 5.2.2 Problems of distribution and channel management 26 5.3 Analysis on STP strategy of Mead Johnson formula for children 26 5.3.1 The choice of market segmentation strategy 26 5.3.2 Target market strategy selection 27 5.3.3 The choice of market positioning strategy 28 5.4 Study on marketing competitiveness of Mead Johnson formula for children 28 5.4.1 Product strategy 28 5.4.2 Price strategy 28 5.4.3 Channel strategy 29 Chapter Ⅵ conclusion 29 |
