基于扎根理论的婴幼儿推车需求分析

Analysis of the Demand for Infant Strollers Based on Grounded Theory

摘要: 婴幼儿推车是解决婴幼儿照养的重要工具，有着巨大的市场前景。本研究运用扎根理论，以淘宝网客户评论为资料来源，对婴幼儿推车市场需求展开深入分析，构建出涵盖审美、功能、情感、社交和品牌五大需求维度的模型。研究发现，现代家长选购婴幼儿推车时，考量更为全面多元，除安全实用等基础功能外，对产品审美性、情感价值及社交属性也极为重视。基于此，婴幼儿推车企业需精准把握消费者多元化需求，融合审美设计、功能创新、情感联结、社交适配和品牌建设，打造高品质产品。同时，要密切关注市场动态，灵活调整产品策略，以适应消费者不断变化的需求，实现企业的可持续发展。

Abstract: Infant strollers are important tools for addressing infant care needs and hold significant market prospects. This study employs the grounded theory, taking customer reviews from Taobao (a major Chinese e-commerce platform) as the data source, to conduct an in-depth analysis of the market demand for infant strollers. A demand model covering five dimensions—aesthetic, functional, emotional, social, and brand-related needs—is constructed. The research finds that modern parents consider a more comprehensive and diverse range of factors when purchasing infant strollers. In addition to basic functions such as safety and practicality, they also attach great importance to the aesthetic appeal, emotional value, and social attributes of the products. Based on these findings, infant stroller enterprises need to accurately grasp the diverse needs of consumers, integrate aesthetic design, functional innovation, emotional connection, social adaptability, and brand building to create high-quality products. Meanwhile, enterprises should pay close attention to market dynamics and flexibly adjust their product strategies to adapt to the ever-changing needs of consumers and achieve sustainable development.