摘要：随着市场经济的日益发展和完善，中国婴幼儿奶粉市场的竞争日益激烈。自2008年三聚氰胺事件之后，国内消费者对国内品牌奶粉的产品安全产生了极大的忧虑，很多中国家庭选择通过各种渠道来购买海外的奶粉，形成了一种新的消费模式-“海淘”模式。其中网络代购模式成为了更多消费者选择的一种常态购买方式。网络代购奶粉给国内的销售带来了较大冲击。本文分析了网络代购奶粉对国内婴幼儿奶粉市场带来的影响，探究了其成因，问卷调查了消费者对婴幼儿奶粉市场的态度。最终为国产奶粉企业提出了建议性的市场营销策略，并案例分析了三元企业在网络冲击下如何实现了营销逆袭。

关键词：网络代购；婴幼儿奶粉；市场营销策略

Study on Marketing Strategy of Infant Milk Powder Enterprises Affected by Impact of Network Purchasing

Abstract： With the increasing development and improvement of the market economy, the competition in the infant milk powder market in China has become increasingly fierce. Since the melamine incident in 2008, citizens have expressed great concern about the safety of domestic brands of milk powder products. Many Chinese families have begun to purchase milk powder overseas through various channels, forming a new consumption model - the Haitao model. The online shopping model has become a normal purchase method for more consumers to choose. Online purchasing milk powder has brought a greater impact on domestic sales. This article analyzes the impact of online purchasing milk powder on the infant milk powder market in the country and explores its causes. The questionnaire surveys consumers' attitudes toward the infant milk powder market. In the end, it put forward a recommended marketing strategy for domestic milk powder companies and analyzed how the ternary companies achieved marketing counterattacks under the impact of the Internet.

Keywords:network shopping;infant formula;marketing strategy

目录

0 引言 1

1 市场与营销策略理论 2

1.1市场与营销 2

1.2营销策略 3

1.2.1 4Ps理论 3

1.2.2 NPs理论 3

1.2.3 4Cs理论 3

1.2.4 4Rs理论 3

1.3品牌营销 3

1.3.1品牌营销的定义 3

1.3.2品牌营销策略 4

2 网络代购对婴幼儿奶粉市场的影响分析 4

2.1网络奶粉代购对婴幼儿奶粉市场的冲击 4

2.2网络奶粉代购的成因分析 5

2.2.1网络奶粉代购调查问卷分析 5

2.2.2网络奶粉代购成因 5

3 网络代购冲击下婴幼儿奶粉企业的市场营销策略 10

3.1抓好产品质量 10

3.2塑造品牌形象 11

3.3加强企业监管 12

3.4拓宽营销渠道 13

4 网络代购冲击下三元奶粉企业的市场营销策略 14

4.1三元奶粉企业的简介 14

4.2网络代购冲击下三元奶粉企业的市场营销策略