A Dissertation Submitted to Guangdong University of Technology
for the Master of Business Administration
Research on marketing strategy optimization of Q
company's female hygiene products
Candidate: Gong Fengting
Supervisor: Prof. Qi Mingde
May 2022
School of Business Administration
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510006
摘要
摘要
据统计，我国 2021年女性人口为 6.89亿人，而对于女性卫生用品有需求的女性约
4.48亿人，为女性总人口的 65%。目前我国女性卫生用品市场规模达到 700亿元，国
内女性卫生用品年消费量达 1200亿片。女性卫生用品刚需性强，需求量较为稳定，加
上人们消费升级，女性卫生用品市场需求前景良好。 Q公司是一家以母婴领域为主，
涉及生活用品及服装等全品类，而女性卫生用品作为三大产品之一。 Q公司以网络营
销为主，辅之于线下实体营销，是一家在“互联网+”大背景下，催生的较为典型的“线
上+线下”经营模式的企业。但女性卫生用品并不是 Q公司的优势产品，在营销策略方
面存在一定的不足，如何优化 Q公司女性卫生用品营销策略是本文的研究重点，着眼
于 Q公司女性卫生用品的营销实际，探讨一条更优的线上线下全渠道融合的营销策略，
以解决 Q公司女性卫生用品目前的营销困境。
本文以 Q公司女性卫生用品为研究对象，重点着眼于营销策略方面，针对 Q公司
女性卫生用品营销实际情况展开论述，对线上线下营销组合策略进行探讨，提出营销
策略优化方案，对 Q公司女性卫生用品营销具有积极意义，同时也为同类产品营销提
供参考。本文首先对 Q公司基本情况，尤其是女性卫生用品的营销状况进行介绍，利
用 SWOT等营销环境分析工具对 Q公司女性卫生用品营销宏观、欧亿·体育（中国）有限公司、内部环境进行
了有效分析，进而对 Q公司女性卫生用品进行 STP分析。其次，运用 4P理论对 Q公
司女性卫生用品营销问题及原因进行分析，围绕企业 4P相应问题对 Q公司女性卫生用
品营销策略进行优化。最后，本文通过制度保障、人力保障、技术保障和财务保障等
保障营销策略的有效实施。本文站在 Q公司女性卫生用品所存在的营销策略问题的角
度，利用 4P营销理论、软营销和精准营销，为 Q公司女性卫生用品提出有针对性的营
销优化策略，提高 Q公司女性卫生用品的营销水平。
因此，本文针对 Q公司女性卫生用品现有营销策略进行优化研究，以期能够帮助
Q公司找准市场定位，充分发挥自身优势，适应互联网背景下的经济发展新常态，打
好自己的线上线下营销组合拳，同时也能为其他同类型女性卫生用品企业开展线上线
下营销融合策略带来一定的参考价值。
关键词：线上线下全渠道融合；4P营销策略；软营销；精准营销；STP理论
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广东工业大学硕士专业学位论文
Abstract
According to statistics, China's female population in 2021 was 689 million, and the
number of women in need of female hygiene products was about 448 million, accounting for
65% of the total female population. At present, the market size of female hygiene products in
China has reached 70 billion yuan, and the annual consumption of female hygiene products
in China has reached 120 billion pieces. The demand for female hygiene products is strong
and stable. With the upgrading of people's consumption, the market demand for female
hygiene products has a good prospect. Q company is a company focusing on maternal and
infant products, covering all categories such as daily necessities and clothing, and female
hygiene products are one of the three major products. Q company mainly focuses on online
marketing, supplemented by offline physical marketing. It is an enterprise with a relatively
typical "online + offline" business model under the background of Internet plus. But female
hygiene products is not the advantageous products of Q company, and there are some
deficiencies in the marketing strategy. How to optimize the marketing strategy of female
hygiene products of Q company is the research emphasis of this thesis, Focusing on the
marketing practice of female hygiene products of Q company , this thesis try to explore a
better marketing strategy of online and offline omni-channel integrationon , in order to solve
the current marketing dilemma of female hygiene products of Q company.
This thesis takes the female hygiene products of Q company as the research object,
mainly focusing on the marketing strategy. According to the actual situation of the marketing
of female hygiene products of Q company, the thesis discusses the online and offline
marketing combination strategy, and puts forward the optimization scheme of marketing
strategy, which is of positive significance to the marketing of female hygiene products of Q
company, and also provides reference for the marketing of similar products. Firstly, this
thesis introduces the basic situation of Q Company, especially the marketing situation of
female hygiene products, and makes an effective analysis on the macro, industry and internal
environment of the marketing of female hygiene products of Q Company by using SWOT
and other marketing environment analysis tools, and then conducts STP analysis on the
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