摘要
近年来,中国母婴市场飞速增长,除了尿不湿和奶粉这两种最具代表性的产品之外,婴幼儿辅食市场也具有强大发展潜力。作为这一市场的新进企业,如何能够抓住机遇,填补市场空白,在获得企业自身发展的同时满足消费者的需求,打造一个健康全面的母婴生态圈,正确地理解和把握市场外部环境因素,是至关重要的。本文立足于中国婴幼儿辅食市场的现状,使用PEST分析模型,分别从生育政策、食品法规、人口特征、收入水平、消费偏好、科技发展等方面进行分析,为企业建立合理有效的竞争战略提供全面客观的借鉴。
The maternal and infant market has been increasing rapidly in recent years. Apart from baby diapers and milk powder,infant complementary food market also rises sharply during the last three years. Although the present market scale is around 10 billion RMB,there still exists a huge market gap. Thus,a comprehensive understanding of the external factors is crucial for enterprises which aim to enter into China＇s infant complementary food market,as well as for the present enterprises to do a better performance,not only to develop themselves,but also to build a healthy maternal and infant ecosystem. The thesis is based on the extant situation of this market and adopts the PEST model to analyze aspects such as： birth policy,food safety policy,income standard,consuming preference,scientific technology and so on.
出处
《长春师范大学学报》
2016年第10期185-191,共7页
Journal of Changchun Normal University
关键词
中国婴幼儿辅食
外部环境要素
市场特征
消费者人口特征
移动端电商
China infant complementary food market
external factors
market features
consumer demographic characteristics
mobile ecommerce
