党的十八届五中全会决定全面实施二孩政策。该政策的出台所激发的二孩婴 儿潮的到来将改变中国人口的年龄结构，不仅直接促进着中国潜在经济增 速的提 高，还拉动着母婴欧亿·体育（中国）有限公司市场的发展。而对于母婴欧亿·体育（中国）有限公司以及孕妇护肤产品方面的品 牌定位及其实施策略研究,在我国还是一个新的领域。 本文以A公司H品牌为主要的研究对 象。H品牌的经营存在以下问题：营业 额下滑，整体业绩无法达到预期目标，市场占有率下滑。首先，对案例进行剖析。 对H品牌的PEST环境、欧亿·体育（中国）有限公司环境和微观环境进行分析。分 析H品牌的定位战略 及其实施过程中存在的问题。然后，在品牌再定位战略的制定过程中，运用营销 战略理论对H品牌的再定位进行探讨。最后，在这个战略引领下，运用营销组 合 策略4Ps理论，从产品策略、定价策略、渠道策略、促销策略方面，推动H品牌 再定位战略的实施，进一步探讨提升品牌价值的策略与路径。为孕妇护肤产品行 业的企业提供一 个全面的品牌再定位战略及其实施的启示与方法。对今后孕妇护 肤产品欧亿·体育（中国）有限公司的品牌再定位的理论发展和营销策略实施研究的探讨具有较大的启 发意义。 关键词：品牌再定位；营 销组合策略；孕妇护肤品；H品牌 III TABLE OF CONTENTS ABSTRACT ...................... I 摘要.............................. II TABLE OF CONTENTS III 目 录............................. VI LIST OF TABLES .......... IX 表 目 录...................... X LIST OF FIGURES ........ XI 图 目 录................... XII CHAPTER ONE ............... 1 INTRODUCTION ............ 1 1.1 Research Background and Significance ............................. 1 1.1.1 Research Background ............... 1 1.1.2 Research Significance ............... 3 1.2 Research Methods 4 1.2.1 A Review of Literature .............. 4 1.2.2 Questionnaire ............................ 5 1.2.3 Case Study . 5 1.3 Research Path ....... 5 CHAPTER TWO .............. 7 LITERATURE REVIEW .. 7 2.1 Concepts of Marketing Strategy Theories ......................... 7 2.2 Competitive Strategy Theory .............. 8 2.2.1 Overall Cost Leadership Strategy ............................ 8 2.2.2 Differentiation Strategy ............. 9 2.2.3 Market Focus Strategy .............. 9 2.3 Brand Positioning Strategy ............... 10 2.3.1 A Review of Brand Positioning Theory ................. 10 2.3.2 Competitive Brand Positioning Theory ................. 13 2.3.3 A Review of Brand Repositioning Theory ............. 13 2.4 Marketing Mix Theory of 4Ps and Its Development ....... 14 2.5 Literature Review of Brand Positioning of the Industries of Cosmetics ........ 16 2.6 Literature Review of Brand Marketing of Maternity Skin Care Products Industry .................... 18 IV CHAPTER THREE ........ 21 CASE DESCRIPTION ... 21 3.1 Profile of the A Company ................. 21 3.2 Organizational Structure and Operation Status Quo of the A Company ......... 21 3.2.1 Organizational Structure ......... 21 3.2.2 Business Situation ................... 23 3.3 Brand Overview of the H Brand ....... 28 3.3.1 Introduction to the H Brand .... 28 3.3.2 Brand Concept of the H Brand 28 3.3.3 Brand Positioning of the H Brand .......................... 29 3.4 Status Quo of Brand Marketing of the H Brand .............. 29 3.4.1 Product ..... 29 3.4.2 Price ......... 32 3.4.3 Place ......... 33 3.4.4 Promotion . 33 CHAPTER FOUR ........... 35 CASE ANALYSIS .......... 35 4.1 PEST Analysis of the H Brand .......... 35 4.1.1 Political Environment Analysis.............................. 35 4.1.2 Economic Environment Analysis ........................... 37 4.1.3 Social and Cultural Environment Analysis ............ 38 4.1.4 Technical Environment Analysis ........................... 40 4.2 Environment Analysis of the Maternity Skin Care Industry ........................... 41 4.2.1 Comparison of Maternity Skin Care Products and Ordinary Skin Care Products............. 41 4.2.2 Development History of Industry of Skin Care Products for Pregnant Women .............. 42 4.2.3 Market Scale ........................... 43 4.2.4 Distribution of Sales Channels 44 4.3 Analysis of Micro-Environment of the H Brand.............. 45 4.3.1 Analysis of Consumers ........... 45 4.3.2 Analysis of Competitors of the H Brand ................ 55 4.3.3 SWOT Analysis on the A Company ....................... 59 4.4 Problems Existed in Brand Positioning of the H brand ... 66 V 4.4.1 Brand Positioning of the H Brand does not Highlight Points of Difference from Its Competitors ...... 66 4.4.2 Brand Positioning of the H Brand does not Describe the Points of Parity Accurately ......... 67 4.5 Problems Existed in Brand Positioning Implementation of the H Brand ....... 67 4.5.1 Product Homogenization ........ 68 4.5.2 Lack of Price Advantage ......... 68 4.5.3 Uneven Development of Marketing Channels ....... 68 4.5.4 Lacking Creative Means of Promotion .................. 69 4.6 The Necessity of Brand Repositioning of the H Brand ... 69 4.6.1 Changes in the Market Environment ..................... 70 4.6.2 Changes in Customer Value Orientation and Consumer Demand ........ 70 4.6.3 Changes in Competitors .......... 70 4.6.4 Defects of the Original Positioning of the H Brand .............................. 71 CHAPTER FIVE ............ 72 THE H BRAND REPOSITIONING STRATEGY AND ITS IMPLEMENTATION .. 72 5.1 Brand Strategy Replanning ............... 72 5.1.1 Market Segmentation .............. 72 5.1.2 Target Market Selection .......... 75 5.1.3 Repositioning of the H Brand Based on Competitive Brand Differentiation ... 78 5.2 Implementation of Brand Repositioning Strategy ........... 80 5.2.1 Product Strategy ...................... 80 5.2.2 Price Strategy .......................... 82 5.2.3 Place Strategy .......................... 84 5.2.4 Promotion Strategy ................. 87 CHAPTER SIX ............... 91 CONCLUSIONS AND PROSPECTS ........... 91 6.1 Research Findings ............................. 91 6.2 Implications for Other Enterprises .... 92 6.3 Research Limitations ........................ 92 6.4 Prospects for the Future .................... 93 REFERENCES ............... 94 APPENDIX ..................... 97 VI 目 录 ABSTRACT.......................I 摘 要…............................II TABLE OF CONTENTSIII 目 录VI LIST OF TABLES..........IX 表 目 录..........................X LIST OF FIGURES........XI 图 目 录.......................XII 第一章 绪论.....................1 1.1 研究背景和研究意义.......................1 1.1.1 研究背景.1 1.1.2 研究意义.3 1.2 研究方 法............4 1.2.1 文献归纳法............................4 1.2.2 问卷调查法............................5 1.2.3 案例分析法............................5 1.3 研究路径............5 第二章 文献综述.............7 2.1 关于营销战略理论的概念...............7 2.2 竞争战略理论....8 2.2.1 总成本领先战 略....................8 2.2.2 差异化战略............................9 2.2.3 目标集聚战略........................9 2.3 品牌定位理论..10 2.3.1 品牌定位理论研究 综述......10 2.3.2 竞争性品牌定位理论..........13 2.3.3 品牌再定位理论文献综述..13 2.4 4Ps营销组合理论及其发展历程...14 2.5 化妆品欧亿·体育（中国）有限公司品牌定位文献综述.....16 2.6孕妇护肤产品欧亿·体育（中国）有限公司品牌营销文献综述.........................18 第三章 案例描述...........21 3.1 A公司概况........21 VII 3.2 A公司组织架构及经营情 况...........21 3.2.1 组织架构..............................21 3.2.2 经营情况..............................23 3.3 H品牌概况........28 3.3.1 H品牌介 绍...........................28 3.3.2 H品牌的品牌理念................28 3.3.3 H品牌的品牌定位................29 3.4 H品牌营销现 状..............................29 3.4.1 产品……..............................29 3.4.2 价格……..............................32 3.4.3 渠 道……..............................33 3.4.4 促销……..............................33 第四章 案例剖析...........35 4.1 H品牌PEST环境分 析....................35 4.1.1 政治环境分析......................35 4.1.2 经济环境分析......................37 4.1.3社会文化环境分析...............38 4.1.4技 术环境分析.......................40 4.2 孕妇护肤品欧亿·体育（中国）有限公司环境分析.............41 4.2.1 孕妇护肤产品和普通护肤品的对比.................41 4.2.2 孕妇护肤