水孩儿童装品牌全国营销推广策划书

水孩儿童装品牌全国营销推广策划书 毕业策划 “水孩儿”童装品牌全国营销推广 策划书 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 目录 【前言】...................................................................................................................... - 3 - 一、品牌形势 分析 定性数据统计分析pdf销售业绩分析模板建筑结构震害分析销售进度分析表京东商城竞争战略分析 ........................................................................................................ - 1 - 1(1 市场分析 ........................................................................................................... - 1 - 1.2 消费者分析 ......................................................................................................... - 5 - 1.3 企业分析 ............................................................................................................. - 8 - 1(4 结论 ................................................................................................................ - 10 - 二、品牌推广战略分析............................................................................................... - 10 - 2.1 品牌定位 ........................................................................................................... - 10 - 2(2 推广目标 ......................................................................................................... - 10 - 2.3 推广口号 ........................................................................................................... - 10 - 2.4 推广行动策略 .................................................................................................... - 10 - 2.5媒介推广策略 ...................................................................................................... - 13 - 2.5.1 广告目标 ....................................................................................................... - 13 - 三、品牌形象建设推广............................................................................................... - 18 - 3.1 量岁定制 ........................................................................................................... - 18 - 3.2 故事征文 ........................................................................................................... - 18 - 3.3 月刊文化 ........................................................................................................... - 18 - 3.4 游戏专区 ........................................................................................................... - 18 - 3.5 产品延伸 ........................................................................................................... - 19 - 3.6 价格策略 ........................................................................................................... - 19 - 四、渠道建设推广...................................................................................................... - 19 - 4.1 新客户 .............................................................................................................. - 19 - 4.2 老客户 .............................................................................................................. - 20 - 4.3 渠道策略规划和模式 ........................................................................................... - 20 - 附录: ....................................................................................................................... - 22 - their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 【前言】 水孩儿童装品牌，主要服务于2-15岁少年儿童，开发以中式为特色，结合休闲、运动风格的各种系列服装产品。根据北京亿元商场2011年1月份的统计显示，水孩儿以10.05%的销售额占有率遥遥领先于第二名3个百分点，持续了北京市销售额、销售量双料冠军的地位，成为中国乃至世界广阔童装市场上的一朵奇葩。 儿童作为直接的消费受益人，他们身后的父母亲人才是我们所要真正推销的对象，因此，我们策划了许多家长比较关心的环节，例如实际穿着后的反馈券等细节问题。 “水孩儿”的发展是有目共睹的，但是,目前“水孩儿”还面临着多家童装品牌的竞争，例如金童王、笑眯眯、巴拉巴拉等多个国内知名品牌的威胁，所以本次全国营销推广策划我们以成为全国童装第一提及品牌为目标，制定了一系列的策划，包括品牌推广、媒介推广、品牌形象建设、公关活动策划以及产品的渠道建设等多个方面的内容。 相信不久的将来，水孩儿童装品牌战略将会渗透全国各省、市及县市场，为国内的童装第一提及品牌。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 一、品牌形势分析 1(1 市场分析 1.1(1童装市场未来需求量大，前景广阔。 据报告，目前我国2到15岁儿童有3.8亿，年产童装46亿件左右，可童装年销售量只有6,8亿件，只占全国服装总消费的近7,。但可喜的是近几年童装消费每年保持8,的速度在增加。权威机构预测，到2012年，新生儿出生数将在现有出生数的基础上增加一倍。如此庞大的新生群体，构成了强大的童装消费增长后劲。这些数据都反映出从事童装 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 与研发具有广阔的市场前景，童装市场将步入一个新的发展阶段! 图1.“水孩儿”童装展示 1.1.2 童装市场问题重重，现状严峻 。 虽然童装市场前景是广阔的，但面对风暴童装市场的现状却不容 - 1 - 乐观。 (1)设计与市场脱节，各类童装仿制成风。 童装设计既要款式时尚、色泽艳丽，又要安全舒适、经脏耐磨，还要考虑儿童的心理、生理特征。比如款式设计，为体现童真童趣，设计师多运用各种装饰工艺，可装饰工艺的运用须格外谨慎。 童装设计师们一方面是对自身提出的更高要求，一方面又是自身缺乏市场需求，因为这种不需设计师的童装生产集群化的态势短时间内强不可撼，使得童装设计师们只能在有限的品牌童装公司寻求发展。 (2)国内童装缺乏特色，大多设计是利用成人衣服的模板。 国内童装起步较晚，没有专门的童装设计研究机构和专业人才 培训 焊锡培训资料ppt免费下载焊接培训教程 ppt 下载特设培训下载班长管理培训下载培训时间表下载 基地，缺乏定期对儿童自身生理特点的研究，人们潜意识中把童装作为成人衣服的缩板，只重数量不重品牌。业内专家就指出，中国童装要走品牌化道路。而品牌化的焦点是重建“品牌童装设计观”。 品牌童装设计不仅是款式和花色的外观设计。更重要的是遵循儿童心理特征、满足儿童生理需求的功能设计。 (3)国内童装业的又一市场空档是无品牌运作能力 国内企业在营销方面大都停留在批发阶段，没有考虑售后服务，而国际品牌都采用直营店面和加盟连锁的方式发展，以保证售后服务，进一步打造品牌基础。 (4)令许多消费者难以接受的品牌童装价格，使国内童装品牌化道路任重道远。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 品牌童装价格偏高的因素有: ?品牌授权费是价格偏高的主要因素; ?童装面料 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 提高造成产品成本上升; ?童装工艺复杂人工成本难以降低; ?童装规格较多也影响到售价; ?季节性优惠促销导致童装售价提高。 1.1.3 童装市场方向 从童装市场广阔的前景可以看出，随着城市居民生活逐步步入小 康，童装市场也在由“数量消费”转向“品牌消费”阶段。 图2. 2012年“水孩儿”童装地区发展分布图 (1)高科技竞争 童装开发须与高新技术结合起来不断推出新产品，方能提高市场 占有率。由资源竞争转向高科技竞争，如卫生、保健功能性童装、环 - 3 - 保性童装、智能性童装都是未来的发展趋势。只有高科技含量的产品才会有高附加值。高科技水平已成为企业竞争的重要内容。 (2)品牌竞争 产品可以互相替代，而品牌的个性及价值是不可取代的;产品有生命周期，而品牌没有，品牌可以被继承。因此，从竞争的角度来看，企业竞争将从传统的产品、价格、渠道和推广转移到以品牌为核心的较量，童装不再靠功用价值获取 消费者信赖，而是依靠品牌形象力，进入形象消费时代。建立良好的品牌意识及 观念，掌握先进的品牌管理技术，将是未来童装企业竞争的一个重要因素。 图3.童装前十名品牌市场占有率对比图 (3)竞争弱化 童装在21世纪的主要功能是体现人的个性，童装企业是以高技their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 术 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf 现为基础的高素质企业，在适应新技术的要求下，童装行业要学会主动与对手合作，结为利益一致的联盟，实现相互依赖和谐生存协调发展。因而，市场竞争还会存在，但竞争的弱化是必然趋势。 1.1.4 总结: 以上所谈到的是我国童装的前景、现状及发展方向，对于中国原创品牌“水孩儿”而言，现在仍是品牌提升的关键阶段，“水孩儿”童装应该抓住机遇，让原创品牌能在未来的几年中成为中国童装产业的主力军，实现中国童装的品牌化之路。 1.2 消费者分析 目前童装市场的目标消费者主要是0~16岁的儿童。儿童作为一个消费群体，其消费方式比较特殊，不但没有经济收入，而且所有消费都依赖父母，是名副其实的“消费者”。他们具有自己独特的个性，大多思维活跃，追求自然和时尚，容易接受新事物，值得注意的是儿童并不拥有消费决定权，特别是12岁以下的儿童，多数是在家长的指导下购买的，但有60%的家长会听取孩子意见。 1.2.1 消费群体构成 儿童市场并不单一，按照其心理和生理特征，可分为四个目标群体: (1)0—5岁，学龄前儿童，几乎完全依赖父母决策。 (2)6—9岁，喜欢流行的群体，也是重量级的电视观众，热爱观看卡通动画。 (3)10—13岁，喜欢模仿青少年的一族，喜欢运动。 - 5 - (4)14—16岁，追星一族，追求时尚、偶像。 1.2.2 家长的消费分析: (1)消费行为 ?消费对象:童装的购买者主要为25~40岁的家长，以女性为主。其中6%的消费者表示购买童装主要是馈赠别人，而94%则是为自己孩子购买。由此可知，童装消费主要是以家庭购买行为为主。 ?消费时机:33%的消费者通常是凭自我感觉选择购买童装的时间;20%的消费者表示会在重大节日场合里购买童装，如六一儿童节等;而15%的消费者则更喜欢在换季的时候进行购买;另外还有24%的消费者则等孩子缺少衣服时才进行购买。 ?消费渠道:有63.9%的消费者表明通常更喜欢到大中型商场购买童装;而15.6%的消费者则选择到综合服装市场购买童装; ?承受价格:46%的消费者表示承受得起50~100元的童装价格，44%的消费者表示承受得起100~200元的童装，而承受得起200~500元价格的消费者仅有6%。 (2)消费习惯 ?消费决策中的影响因素 在购买童装时，不同的消费者其所考虑的因素也有所不同。 程 度 非常重要 比较重要 一般 不太重要 因素 尺寸型号 40.8% 49.0% 8.2% their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 面料质地 67.5% 22.9% 款 式 42% 28% 26% 做 工 35.7% 45% 颜色花型 32.2% 53.5% 14% 价 格 9.6% 37.2% 50.1% 流 行 性 20.4% 26.2% 41.4% 售后服务 20.2% 41.5% 品 牌 26.9% 15.1% 44.2% 产 地 55.1% 由上表可知，涉及到产品质量的面料质地是消费者最主要的考虑 因素;另外，款式与尺寸型号也是影响消费者购买的主要影响因素。 ?购买决策参与者 自己占50%，儿童占26%，家庭其他成员占16%. (3)儿童的偏好度 ?决策参考作用: 78%的儿童认为家长会考虑他们的意见。 ?购买时机: 重大节日场合占56%，逛商场有合适衣服占20%，衣服破旧占10%， 别人有新衣服占8% ?颜色偏好: 蓝色占24%，黄色占24%，红色占14%，白色占12%，绿色占12% ?花型选择: - 7 - 66%喜欢卡通图案，8%喜欢英文、汉字图案，6%喜欢动物、大花型图案 1.3 企业分析 1.3.1 企业的背景状况 企业作为社会的一个组织，它所考虑的不仅仅是赢利，而更多的考虑到他在社会中所扮演的角色和承担的责任。“水孩儿”在这方面做出了杰出的表率，不仅通过自己简洁大方的传统服装为中国的儿童培养新时代的审美观，让儿童通过着装展现出落落大方的感觉与亲和力，更为重要的是，让他们通过着装潜移默化地受到中国文化的熏陶，培养出民族自豪感和自信心。“水孩儿”承接着文化的重任，对儿童进行着传统文化的培育不遗余力，并在此基础上不断发扬光大。 1.3.2 企业文化 水孩儿"童装品牌， 1995年创立于中国北京。法文品牌名"SOUHAIT"，是中国本土最早的童装品牌。 中文品牌名"水孩儿"，品牌取意于"孩子像水一样的纯净透彻、活泼灵动";法文品牌名"SOUHAIT"，源自法语，取"希望、美好的祝愿"之意，意指"孩子就是世界的希望，是我们美好的明天"。“souhait”源自法语，有“希望、美好的祝愿”之意,孩子就是世界的希望，是我们美好的明天。中法文字组合既像水的波浪，也是以“手牵手”的形式体现我们相亲相融的团队精神。 “水孩儿”的品牌核心是“善行”，善行的最高境界像水。 我their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 们用水的文化来管理和发展品牌:我们有一颗像水一样纯洁透明的心;我们有一种像水一样相融和谐的生活方式;我们有一种像水一样拼搏向前的工作精神。 1.3.3 企业的SWOT分析 (1)企业在市场中的优势: ?公司具有雄厚的童装开发实力，产品的品类齐全，产品的质量 可靠，并获得了国内外一些列的荣誉。 ?有较强的品牌意识，形成了独有的品牌文化内涵:有爱，才有未来; ?重视广告宣传，具有较高的知名度和美誉度; ?定位准确，迎合消费者的心理特点; (2)企业在市场中的劣势: ?销售网点覆盖面小，没有形成一个良好的销售网络系统; ?同国内其他知名品牌童装相比，水孩儿品牌价值影响力不高; ?在国内童装市场中，其价格定位较高; (3)企业的市场机会: ?随着经济发展，人们的消费水平逐渐提高，且越来越重视儿童 的健康成长，儿童正成为家庭消费的重要组成部分。; ?庞大的新生群体，构成了强大的童装消费增长，童装市场广阔; ?我国童装市场正逐步由“数量消费阶段”转向“品牌消费阶段”。 (4)企业面临的市场威胁: ?来自无品牌或者杂牌产品的冲击。由于儿童生长发育的特点， - 9 - 很多的消费者不愿意为了短期使用产品而花费更多的资金。 ?来自国外品牌的压力。长久以来，在与国外品牌的竞争中， 国内的童装品牌都处于不利位置。 ?产品同质化严重。 1(4 结论 根据以上对童装市场、“水孩儿”童装企业及消费者的分析，我们不难看出，在大的环境下，“水孩儿”还是有很大的发展空间的。 二、品牌推广战略分析 2.1 品牌定位 “水孩儿”服饰产品以民族、环保、活力、科技、时尚为设计理念。面料以环保舒适的棉、麻、丝等天然纺织品为主，全面呵护孩子的健康。 2(2 推广目标 制定合理的增长目标，从商品企划、品牌推广、团队建设等执行。以品牌定位和核心价值为基础，以发展目标为中心，建立在对品牌的真正的理解上，对品牌和市场做策略性的思考，并找到它与消费者连接的纽带。 2.3 推广口号 力争成为中国童装行业第一品牌。 2.4 推广行动策略 2.4.1 氛围布置 通过气球、橱窗布置、海报、品牌卡通展示、吊旗、歌曲视频their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 等，提升终端氛围的布置。 氛围布置 物料 视频 歌曲 以“嗒嘀嗒”为气球、橱窗布电视广告片、专题 基础创作品牌主 置、海报、功片在橱窗持续播题歌;并且定期 能性台卡、吊制作提供合适的放,与电视同步形 卖场音乐CD和旗等。 成呼应。 MTV。 2.4.2 活动事件营销 综合利用现阶段的企业资源——品牌形象代言人进行有效的宣传，让目标消费者认识、了解水孩儿品牌，提高知名度。 (1)热点活动:结合社会热点进行品牌文化结合推广。 (2)公益活动:联合品牌形象代言人举行公益活动等，提升品牌形象的影响力。 (3)招商活动:样板市场招商会热点策划与支持，提升市场信心，加强企业信息互动。 2.4.3促销策略 2011年促销:以新店开业、新品上市为主要重点，其他节假日以开学及春节促销为主，主要以买赠形式，通过专厅、专卖店氛围布 - 11 - 置营造品牌文化。下表为本年度水孩儿童装的具体促销时间表: 节假日 主题 形式 礼品规划 网点分配 兔年行大 春节 买赠 台历、红包 运 五一+六一 童享乐园 折扣、礼品 水壶、个性运动鞋 暑假 欢乐假期 折扣 开学 多彩学年 赠品 笔记本、水彩笔套装 喜迎国庆 国庆+中秋 赠品 手表、 共祝团圆 元旦/圣诞- 礼享双节 买赠，折扣 “福”字门贴 开业 开业盛典 买赠，折扣 时尚袜子、优惠券 优惠券、周年纪念礼周年庆 欢享诞辰 折上折 包 季末嘉年 季末清仓 买二送一 华 图4.台历样本(礼品) their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 另外，可以以水孩儿的名义制作并播放有关“育婴知识讲座、家庭教育”的系列科教短片，以影响童装的购买者—家长。 有一个普遍现象，一些刚刚怀孕的年轻父母，往往怀着期盼， 台历样本好奇的心情，在怀孕期间就大量购买婴儿服，同时还购买大量的胎教碟片和育儿书籍。在许多地方，当新生儿诞生后，许多亲朋好友也有赠送婴儿服的习惯. 2.5媒介推广策略 2.5.1 广告目标 (1)提高消费者购买兴趣; (2)满足消费者的心理需求; (3)直接达到销售目的; 2.5.2 媒介选择设定 由于媒介的特征不同，其承载和传播广告的效果也不同。基于对各种广告媒介特性以及水孩儿现阶段品牌发展的认识，我们从各种媒介的量和质的方面对媒介进行评估，从而得出以下的媒介选择的设定。 报纸广告 (1)选择:在全国范围内影响较大的儿童报纸媒体如《幼儿智力 世界》、《中国少年儿童》等等。 (2)位置:整版或者是半版较大篇幅的广告。 (3)创意描述:体现水孩儿童真童趣的特点，灌输水孩儿品牌“会 讲故事”以及“爱心”的品牌内涵。 - 13 - 杂志广告 (1)选择:在儿童群体当中具有较大影响的杂志如《小聪仔》、《娃 娃画报》、《快乐童话》等杂志上投放相应的精美水孩 儿平面广告，这类杂志的读者均为15岁以下儿童，比 较固定。 (2)位置:杂志的封底、拉页等。 (3)创意简述:创意同报纸平面广告大体一致，但必须注重画面 的精美，表现出水孩儿产品的色彩等，以达到杂 志广告的印刷效果。 电视广告 (1)选择:中央电视台财经频道、中央电视台少儿频道、各地方 台少儿频道 (2)时间:动画节目前后15秒，动画片中间插播广告 (3)创意简述:播放水孩儿的品牌动画片及其广告宣传片。 广播广告 (1)选择:中央台文艺之声《宝宝故事秀》 (2)时间:对此节目冠名赞助，或者是节目播放的前后十秒、半 整点报时等时段都是水孩儿投放广播广告的时机。 (3)创意简述:欢快的对答式广播广告，可爱娇憨的故事情节， 体现水孩儿的童真童趣。 互联网广告 (1)除了官方网站的宣传之外，在其他亲子论坛、妈妈论坛等平 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 台上投放相应的平面、视频广告。同时，在电子商务极速发 达的今天，在淘宝等网上交易平台上投放水孩儿广告也是至 关重要的。 (2)位置:门户网站的显眼位置、弹出广告、视频网站的开播前 广告等。 (3)创意描述:平面及视频广告秉承水孩儿原有的广告风格。此 外，应重视互联网广告的解释性作用，可多增一 些软文解释等。 户外广告 (1)选择:全国各大中城市繁华街道的路牌广告、霓虹灯广告、 交通广告等。 (2)创意表述:同报纸、杂志广告的画面内容大体一致，另户外 广告更加侧重解释性语言的运用。 现场广告 (1)使用方式:将其赠送给销售商、代理商; (2)要求:印刷精美，图案、色彩鲜明醒目。 (3)创意阐述:利用宣传册子、海报、招贴等直接传播信息，或 者在春节、儿童节等节假日期间，充分利用一些 和节日相关的元素来表现和渲染节日气氛，以抓 住妈妈、儿童消费者的注意。 - 15 - 图5.宣传海报 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 事件媒介 利用春节、儿童节等节假日，制造一定的节日性事件来进行水孩儿广告宣传。由于水孩儿的少儿产品属性，可以赞助或者邀请国内一些少儿小作家、小画家等进行相关比赛，在倡导宝宝智力发展的同时，起到宣传水孩儿的作用。 2.5.3 媒介发布模式 水孩儿产品属于季节性、流行性的商品。其产品在消费商有淡季和旺季之分。针对这种情况，我们为水孩儿制定了波浪形的媒介发布模式:在水孩儿产品消费的淡季，媒介发布走向低谷，发布次数减少，广告投放量减少;在消费的旺季，如春节等节假日，媒介投放走向高峰，发布次数增多，广告投放量增加。同时要注意的是，水孩儿的产品虽有一定的季节性，但也属于四季皆有消费的产品，因此，即便是在淡季时，仍需保持一定的广告投放，提醒消费者加强水孩儿的品牌识别，从而提高商品的消费量。 2.5.4 媒介发布时间策略 水孩儿采取及时推出的媒介发布方式。广告的投放和水孩儿产品的上市在相同的时间，使其广告得以传播其产品信息，以广告带动水孩儿产品的销售。 2.5.5 效果预测 与水孩儿的企业目标相配合，到2012年底，亚礼得在全国地区的品牌知名度提高至60%以上，美誉度和品牌忠诚度提高到75%以上，成为国内童装品牌的领先者，市场占有率提高到20%左右。 - 17 - 三、品牌形象建设推广 “品牌”是一种无形资产;“品牌”就是知名度，有了知名度就具有凝聚力与扩散力，就成为发展的动力。这次我们针对水孩儿的品牌特点和特殊的目标人群，通过对水孩儿的品牌资产建设、渠道建设、企业文化建设、客户拓展、价格策略制定以及促销策略这几个方面进行规划。 3.1 量岁定制 “水孩儿”的受众是“2-15岁”的儿童，每个儿童在不同的成长时期会呈现出不同的生理和心理的状态，应该根据这一特点将“水孩儿”的产品分按“2,5岁的婴儿、6,9岁的幼童、10,13岁的中童和14,15 岁的大童”划分，分别设计不同的童装。 3.2 故事征文 围绕品牌名称“水孩儿”，开展“水孩儿”的故事系列故事征集，并编制成《水孩儿故事》画册，完善品牌文化的内涵，突出品牌个性。在调动了儿童的积极性、增加了互动性的同时也扩大了影响力。 3.3 月刊文化 在专卖店或专柜内设置一个休息区，放置若干本《水孩儿的故事》月刊供顾客免费取阅;月刊可以包括家庭教育、儿童心理、企业动态、新产品介绍、促销活动等专栏，借此与顾客深度沟通，建立充实、亲切的品牌形象。让家长和孩子在轻松的环境下获得关于“水孩儿”品牌的相关信息，增强品牌信心。 3.4 游戏专区 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 真对于儿童喜玩的特点，在专卖店或专柜内设置一个婴幼儿游戏区，放置玩具，供婴幼儿免费玩耍。既可以增加专卖店的客流量，同时也为儿童和家长营造了一种归属感和一个来专卖店的理由，在提升业绩的同时将品牌的理念、文化植入消费者心中。 3.5 产品延伸 以“水孩儿”故事为背景，设计开发出系列玩具。在服装市场取得一定成绩的同时可以开发玩具市场，让产品链更加完整。 3.6 价格策略 (1)定位于中高档，T恤60,100元/件，单裤60,100元/件， 春秋季套装120,200元/套,冬季套装180,300元/套，牛仔 100,200元/套。 (2)套装采取分别定价，可以单件购买，单件之和比套装高8元左右。 四、渠道建设推广 4.1 新客户 以进货额分总(省)代、地代、专卖店(柜): 进货折扣和道具、返点、调换货、模特、衣架、购物袋、工作服等挂钩。品牌保证金2000-20000元，按专柜、专卖店、店面面积、代理等设定不同金额。保证金按年限可转为货款。也可作为配备电脑、扫描枪或订货软件的押金。 折扣: 3-4折，进货累计，进货越多，折扣越低。特价品除外。(注: - 19 - 折扣高不适合做商场专柜) 返利: 实行经销商金、银、铜、铁资格，按进货积分返利。 调换: 该政策能帮小客户做大，解决大客户库存问题。客户库存积压严重，厂家不给于解决，客户资金就会断链，逐渐就会离我们而去。 道具: 按进货额、面积、市场级别赠送。还要考虑开业赠品、pop、易拉宝等宣传品，开业赠品要常有，赠品可是学习用具、玩具、购物袋等。 大代理商 可配发电脑和扫描枪，通过pos系统管理其零售管，以便拿到一手市场资料。 4.2 老客户: 老客户新开店要给更好扶持政策，公司利润低不怕，其开的店面越多，我们越能在其后续进货中获得更多回报。 4.3 渠道策略规划和模式: 4.3.1 渠道规划 知名度——美誉度——占有率——中国童装第一品牌。 (1)“做”或“买”某品牌“童装“的知名度:事件营销、展会营销、软文、网站推广(中国婴童网、中国童装网等、杂志、协会等)目前已做，但还需要专攻。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 (2)“做”美誉度关系到商品质量、服务质量、消费者、加盟商满意度等。 (3)“做”品牌:中国童装品牌有300多个，知名的130左右，全国性的品牌。 4.3.2 营销策略 •广告语:水孩儿童装，喜洋洋的感觉～在《喜洋洋与灰太郎》电视剧做贴片广告，和CCTV少儿频道及一些婴童杂志和网站建立长期合作关系。 •聘请当红童星阿尔法(今年暑假火了活力板)和林秒可或家有儿女里面的其他小演员做形象代言 ; •会议营销:参加各种展会，增加曝光率。鼓励代理商在当地举行订货会，公司提供道具和费用支持。 •进行各种公关 金融危机下的中国，寻找加盟项目的客户仍非常多，现在每天还能接到3-4个NIKE加盟者的电话。在中国不愁没人加盟，关键是我们的如何缔造核心竞争力和让客户赢利～ - 21 - 附录: 关于 “水孩儿” 童装品牌的调查问卷 您好～我们是山东艺术学院09级艺术设计学专业的学生，我们正在进行关于水孩儿品牌全国营销推广的项目，您的回答十分重要，做完所有题目只需几分钟，谢谢配合～ 基本信息部分: 1、您的年龄范围是( ) A.20—25岁 B.26—30岁 C.30—35岁 D.36—40岁 E、40岁以上 2、您的性别是( ) A.男 B.女 3、请选择您宝宝的性别( ) A.男 B.女 4、请选择您宝宝的年龄( ) A、0—5岁 B、6—9岁 C、10—13岁 D、14—16岁 5、 您所了解的童装品牌有哪些,(可多选) A、今童王 B、红黄蓝 C、笑咪咪 D、玛米玛卡 E、水孩儿 F、力果 G、博士蛙 H、雅多 I、巴拉巴拉 J、派克兰帝 6、 您通常通过什么途径获得儿童产品信息:(可多选，限三项) A、电视广告 B、杂志广告 C、商场店内推广信息 D、网站 E、朋友推荐 F、其他 7、 您在给宝宝选购商品的时候主要考虑哪几项因素(可多选) their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. “水孩儿”童装品牌营销推广策划书 A、产品品牌 B、产品价格 C、产品材质 D、商场环境 E、商场服务 F、其他 8、 您的购物习惯更偏向于: A、喜欢购买经济实惠产品。 B、愿意多花点儿钱买品质好的东西。 C、喜欢买名牌。 D、经常购买风格独特的产品或尝试新产品。 9、 在儿童产品的选择问题上，您的价值观念是: A、宝宝长得很快，不希望在他的吃穿用方面花费过多的钱，够用就行。 B、追求品牌和品质，希望在能力允许的情况下，尽量给孩子好的东西。 C、儿童用品也要时尚，我会根据自己的审美替我的宝宝选择服装等产品。 D、孩子喜欢买什么还是由孩子自己决定，我会带着他一起去选择。 E、与购物相比，我更希望能把钱用在孩子的教育方面，最好是能够寓教于乐。 10、请留下您对水孩儿的宝贵意见: 谢谢您的配合～ - 23 -