摘    要随着人民生活水平的提高，保健意识也随之增强。人们对儿童保健品更为重视，这使我国儿童保健品市场快速发展。但近几年，随着跨境电商这一新兴的网络代购模式快速发展，国外优质知名品牌大量进入国内市场，并快速占据了国内儿童保健品的市场份额。在这个极大的市场中，国内外品牌竞争日益激烈，国产产品却一直难以占有足够的市场份额。在这样的情况下，创新产品品牌形象管理策略，对我国儿童保健品企业极为重要。本文对海淘背景下我国儿童保健品企业的现状及问题进行分析，以汤臣倍健公司成功运用价值链理论对品牌形象管理提出新的策略为例。提出基于价值链理论的品牌形象管理策略，为我国本土儿童保健品企业应对"海淘"的巨大冲击总结出有效措施，以期促进本土儿童品牌保健品更好的发展。90263

Abstract：With the improvement of people's living standards, health awareness also increased。 People pay more attention to children's health care products, which makes our children's health care products market rapid development。 But in recent years, with the cross-border electric business this emerging network purchasing mode rapid development of foreign brands well-known brands into the domestic market, and quickly occupied the domestic market share of children's health products。 In this great market, domestic and international brand competition is increasingly fierce, domestic products have been difficult to occupy enough market share。 In such circumstances, innovative product brand image management strategy, China's children's health care products business is extremely important。 This paper analyzes the status quo and problems of children's health care products in China under the background of sea and sea, and puts forward the new strategy of brand image management by using the value chain theory as the example。 This paper puts forward the strategy of brand image management based on the value chain theory, and sums up the effective measures to deal with the great impact of the "sea scouring" of our local children's health care products enterprises in order to promote the better development of the local children's brand health care products。

关键词：跨境电商； 儿童保健品；价值链；品牌形象管理

Keyword: Cross - border electricity providers；Children 's health care products；Value chain theory； Brand image management

目录

1导言 3

1。1选题背景 3

1。2选题意义 5

1。3论文的研究方法 5

2国内外研究现状 5

2。1国外现状 5

2。2国内现状 5

3相关理论基础 6

3。1品牌价值链理论简介 6

3。1。1迈克尔·波特的价值链理论 6

3。2品牌形象管理 6

3。2。1品牌形象管理的内容 6

3。2。2品牌形象的构成三要素 6

3。3基于价值链的品牌形象管理对企业的意义 6

4海淘影响下我国本土儿童保健品品牌营销的现状分析 7

4。1我国儿童保健品的市场的现状 7

4。1。1 保健品需求量迅速增加 7

4。1。2 国外品牌的入驻占据中国市场