Due to the occurrence of any major safety accidents in China maternal and child products, so set up a good corporate image is very important in maternal and child products of consumer psychology, the results of this study, put forward suggestions on the marketing strategy for e-commerce enterprises: 1 maternal, maternal electronic business platform can be optimized through word-of-mouth, improve the user experience, strengthen the role of opinion leaders , adhesion of the web site to the user to optimize maternal electronic business platform marketing strategy. 2, the current domestic maternal electricity supplier platform into the marketing oriented shopping platform has its own characteristics, so if the maternal domestic electricity business platform can be combined with each other, is the "price war" and "emotional marketing" combination to further enhance the marketing strategy. 

The significance of this paper lies in, in view of the current grim situation of maternal and child market and domestic maternal and child products, through the combination of theory and practice, analysis of the factors of marketing consumer behavior, thus put forward the feasible suggestions for the network marketing e-commerce platform in China to promote maternal ,maternal and child market healthy development of our country, but also a better environment for the growth of infants and young children.

Keywords: vertical e-commerce platform, consumers, word-of-mouth marketing, opinion leader, user adhesion

目录

摘要 3

1.引言 5

1.1研究的背景、目的及意义 5

1．1.1研究背景 5

1．1.2研究目的 5

1.1.3研究意义 5

1.2研究方法、步骤及创新点 6

1.2.1研究方法 6

1.2.2研究步骤 6

1.2.3研究创新点 7

2、相关理论及文献综述 8

2.1相关文献综述 8

2.1.1国外研究现状： 8

2.1.2国内研究现状： 8

2.2相关理论综述 9

2.2.1消费者行为学理论 9

3.电子商务母婴产品市场发展现状及消费者情况 11

3.1我国电子商务母婴产品市场现状 11

3.2我国母婴产品消费者情况 12

4.母婴电子商务平台案例分析 14

4.1红孩子母婴电商平台分析 14

4.1.1红孩子发展历程 14

4.2宝宝树母婴电商分析 15

4.2.1宝宝树发展历程： 15

4.2.1宝宝树营销策略分析 15

4.3总结 16

5．母婴电商消费市场调查问卷分析 18

5.1调查问卷说明 18

5.2调查对象选择 18

5.3调查的主要方法与过程 18

5.4问卷调查数据分析： 19

6.母婴电子商务平台的营销策略