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1、华侨大学硕士学位论文IIAbstractAbstractWiththecomingofthefifth“babytrend”inChina,themarketofskincaresuppliesformaternalandchildinChinareachesunprecedentedscaleandgrowsrapidly;meanwhile,theadvancementandinnovationoftechnologyprovidelimitlesspossibilityforimprovementandpro
2、motionofproductionprocess,brandcommunication,marketpromotionandexpansionofmarketingchannel.However,opportunityisalwaysaccompaniedwithriskandtherefore,theenterprisesofsuppliesformaternalandchildmeetaccompaniedhugechallengeThispaperisorientedtothe“SweetBaby”skin
3、caresuppliesformaternalandchildsubordinatedbyShantouJinlongDailyChemicalIndustrialCo.,LtdinGuangdongprovinceanddiscussesthemarketingenvironmentof“SweetBaby”inChina.Throughcollecteddata,itmakedetailedanalysisforthemacromarketingenvironmentandmicromarketingenvir
4、onmentandthendiscusseshow“SweetBaby”marketsinChinesemarketbyusing4Ptheory.Withtheeconomicgrowthandimprovementofresidentconsumptionlevel,themarketpotentialofskincaresuppliesformaternalandchildisquiteconsiderable.Itisknownfromanalysisofmarketenvironmentthat“Swee
5、tBaby”isintheenvironmentoffiercemarketcompetitionandthesaleschannelischangingconstantly;ontheotherhand,affectedbyvariousfactors,costumersshowdifferentconsumingbehaviorandpersonalityinpurchasingskincaresuppliesformaternalandchild.What’smore,thispaperanalyzesthe
6、competitiveadvantageanddisadvantageof“SweetBaby”inChinesemarketaswellasopportunitiesandthreatsfacedbythecompanybyusingSWOTanalysismethod.Andthenitanalyzestheproblemsofmarketingstrategyof“SweetBaby”andproposesthemarketingstrategythatshouldbeconsideredby“SweetBa
7、by”todevelopdomesticmarketinnewsituation,namely,makingproductionposition,creatingproductbrand,expandingdifferentialproductlineaspertargetmarketandimprovingproductservice.Besides,italsoincludesdevelopingnewchannelrouteandmakingflexiblemarketpromotionstrategytom
8、akemarketing.Inaddition,thepaperproposesthat“SweetBaby”cantryexpandinginternetsaleschannelandmakinginternetmarketinginthetrendofnewmedia,whichissignificantinpracticeandtimefortheen
