| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-19页 |
| 1 INTRODUCTION | 第19-24页 |
| 1.1 Research background | 第19-20页 |
| 1.2 Research purposes | 第20-21页 |
| 1.3 Research content | 第21-22页 |
| 1.4 Research significance | 第22-23页 |
| 1.5 Research methods | 第23-24页 |
| 2 LITERATURE REVIEW | 第24-33页 |
| 2.1 Overview of Marketing Theory | 第28-30页 |
| 2.1.1 The Marketing theory of4P | 第28-29页 |
| 2.1.2 4A Marketing Theory | 第29-30页 |
| 2.2 Research progress of maternal and baby product marketing | 第30-33页 |
| 3 CASE DESCRIPTION | 第33-39页 |
| 3.1 Introduction to Goodbaby International | 第33-35页 |
| 3.2 Industry analysis of baby and maternal products | 第35页 |
| 3.3 Domestic market evolution of Goodbaby maternal and babyproducts | 第35-37页 |
| 3.4 Status of Goodbaby stroller marketing | 第37-39页 |
| 4 CASE ANALYSIS | 第39-58页 |
| 4.1 SWOT analysis of Goodbaby stroller marketing | 第39-45页 |
| 4.1.1 Strengths of Goodbaby Strollers in Marketing | 第39-40页 |
| 4.1.2 Weaknesses of Goodbaby Strollers in Marketing | 第40-42页 |
| 4.1.3 Opportunities of Goodbaby Strollers in Marketing | 第42-43页 |
| 4.1.4 Threats of Goodbaby Stroller in Marketing | 第43-44页 |
| 4.1.5 Analysis conclusion | 第44-45页 |
| 4.2 Marketing Problems with Goodbaby stroller | 第45-51页 |
| 4.2.1 Questionnaire | 第45-46页 |
| 4.2.2 Sampling distribution | 第46-47页 |
| 4.2.3 Analysis of survey results | 第47-51页 |
| 4.3 Cause analysis of the Goodbaby stroller marketing problems | 第51-58页 |
| 4.3.1 Cause investigation | 第51-52页 |
| 4.3.2 Cause analysis | 第52-58页 |
| 5 SOLUTION TO BABY STROLLER MARKETING PROBLEMS OFGOODBABY | 第58-64页 |
| 5.1 Brand positioning | 第58-59页 |
| 5.2 Product strategy of Goodbaby baby stroller marketing | 第59-60页 |
| 5.2.1 Strict quality control and reduce return for repair | 第59页 |
| 5.2.2 Product knowledge training for sales personnel and after-salesservice personnel should be Strengthened | 第59-60页 |
| 5.3 Price strategy of Goodbaby baby stroller marketing | 第60-61页 |
| 5.3.1 Market-oriented pricing strategy | 第60页 |
| 5.3.2 Strategy for expanding the proportion of high margin products. | 第60-61页 |
| 5.4 Place strategy of Goodbaby baby stroller marketing | 第61-62页 |
| 5.5 Promotion strategy of Goodbaby baby strollers | 第62-64页 |
| 5.5.1 Brand promotion strategy should be optimized | 第62-63页 |
| 5.5.2 An interactive promotion ecosystem should be established | 第63页 |
| 5.5.3 Equal emphasis on service and promotion and enhance of productadded value | 第63-64页 |
| 6 SAFEGUARDS FOR IMPLEMENTING MARKETING STRATEGIES | 第64-68页 |
| 6.1 Customer management should be strengthened | 第64-65页 |
| 6.2 Customer experience management should be Strengthened | 第65-66页 |
| 6.3 Measures to strengthen marketing resources | 第66-68页 |
| 6.3.1 Strengthen the construction of sales force | 第66-67页 |
| 6.3.2 Improve the financial management system | 第67-68页 |
| 7 CONCLUSIONS AND PROSPECTS | 第68-69页 |
| References | 第69-74页 |
| APPENDIX 1:QUESTIONNAIRE | 第74-76页 |
| APPENDIX 2:OUTLINE OF INTERVIEW | 第76页 |
