电商背景下的卫生巾营销问题与策略浅析——以自由点卫生巾品牌为例

Analysis of Marketing Problems and Strategies in Sanitary Napkin Industry under E-Commerce Background—Taking the FREEMORE Anitary Napkin Brand as an Example

摘要: 随着经济的飞速发展，卫生巾作为生活必需品及易耗品女性卫生用品已成为中国近7亿女性的刚性需求品。因此，卫生巾行业具有巨大的市场潜力。在当今互联网发展的时代，电子商务作为一种新的经济形态，正在发挥着越来越重要的作用，以提升企业的竞争力，帮助企业占据更大的市场份额。本文以百亚卫生巾公司旗下自由点卫生巾为研究对象，通过分析自由点卫生巾的市场状况，聚焦于电子商务背景下的营销策略方面问题，浅析电商背景下自由点卫生巾的营销问题与策略。

Abstract: With the rapid development of the economy, sanitary napkins as daily necessities and consumables feminine hygiene products have become a rigid demand for nearly 700 million women in China. Therefore, the sanitary napkin industry has huge market potential. In today’s era of Internet development, e-commerce, as a new economic form, is playing an increasingly important role in enhancing the competitiveness of enterprises and helping them occupy a larger market share. This paper takes the FREEMORE sanitary napkin of Baiya Sanitary Napkin Co., Ltd. as the research object, analyzes the market situation of FREEMORE sanitary napkins, focuses on the marketing strategy in the context of e-commerce, and analyzes the marketing problems and strategies of FREEMORE sanitary napkins in the context of e-commerce.