摘要:随着市场经济的不断发展，我国零售行业在以每年10%以上的速度不断增长着。而母婴童商品的零售市场也成为了投资商们关注的焦点。根据行业调研数据显示，目前我国已经成为了仅次于美国的母婴童产品消费大国，预计到2028年，母婴童产业总销售额会保持年均30%左右的增幅，由此可见，母婴童商品市场是一块国内外商家欲共同瓜分的庞大的蛋糕。就整个行业的现状看来，虽然商品品牌众多，销售渠道五花八门，但是真正做大做强的零售企业凤毛麟角，这对于中国的母婴童零售企业来说是一个巨大的挑战。论文在阐述母婴童用品行业发展前景和市场现状的基础上，通过运用SWOT分析法，对母婴童零售行业发展的优势、劣势、机遇和威胁进行了具体分析，确定母婴童用品市场的零售战略，并结合实际案例对理论进行验证。

关键词：母婴童用品；零售战略；SWOT分析；品牌建设

Abstract:With the continuous development of market economy, China's retail industry is at an annual rate of more than 10% growing. And maternal child retail market has become the focus of investors concerned. According to industry survey data shows, at present China has become the second only to the United States in the maternal and children products consuming country, is expected to 2028, maternal and child industry total sales will maintain an average annual increase of about 30%, thus maternal and infant children commodity market is a piece of the domestic and foreign merchants to common among the huge cake. On the status of the industry as a whole, although many brands in all kinds of goods, sales channels, but do truly do greatly strong retail enterprises are very rare, this is a huge challenge for China's maternal and child retail enterprises. The paper based on maternal and infant children's development prospects supplies industry and market situation, by using the SWOT analysis method, advantage, disadvantage, opportunity and threat to the development of maternal and infant children's retail industry is analyzed, determine the maternal and infant child supplies market retail strategy, and combining with actual cases to verify the theory.

Keywords: maternal and child products; retail strategy; SWOT analysis; brand building

　　　本文将母婴童用品行业的零售战略作为研究对象，应用理论分析和案例分析相结合的方法，通过资料搜集和对母婴童用品行业的典型企业——孩子王进行实际调查的基础上，阐述母婴童用品行业的现状，研究其发展的趋势和面临的主要问题，系统分析母婴童用品市场的优势、劣势以及相关企业所面临的机遇威胁（SWOT分析），提出适合我国母婴童用品行业的零售战略及品牌塑造战略。