Chinese Infant Toys Marketing Strategy Research

Since the implementation of the family planning policy, China’s annual number of births remained downward trend, according to the sixth census shows that China’s current fertility rate has dropped to 1.2 percent, far below the level of some developed countries. But since 2005, with the arrival of the fourth baby boom, the number of newborns per year on average over 1600 people, huge potential consumer market for infants and young children. And in the rapid development of China’s economy, people’s living standards significantly improve the background, the progressive implementation of two-child policy, it is the consumer market infants to create an unprecedented opportunity. It has educational function of infant toys by the majority of young parents in hot pursuit, infant toy industry ushered in the golden age of development.Guangdong Alpha Animation is currently China’s largest and most development potential of the animation industry groups. To develop China’s infant toy market, the Group established a brand infant toys in 2006-Auby. After nearly nine years, Auby infant toy market in China occupy a certain market share. But the relative international line of infant toys brand, as a new brand of Auby lack sufficient visibility and influence, in terms of branding still greater resistance. How to international line of infant toys brand as a model in the current infant toys industry to grow, it is the focus of this article.Firstly, through in-depth investigation of infant toy market situation, positioning Auby brand marketing environment, using PEST model and Porter’s five forces model the external environment of the company into the understanding, and then find out the current Auby by SWOT analysis method strengths, weaknesses, threats, opportunities. Secondly, the use of STP theory to find the Auby brand’s marketing strategy positioning, and finally the use of the marketing mix theory 4PS further analysis of each company’s current growth stage marketing factor Situation and shortcomings, and according to enterprise resources and external macro-environment of the enterprise have been taken Business strategy put forward countermeasures and suggestions for improvement.The first chapter studies the Auby background, research methods Auby for the company itself, for the rest of the industry peers, to China’s infant toy market significance and used in the process. And the theory of the structure of the article and will be described and explained.The second chapter makes a detailed study of the macro environment of China’s infant toy industry and its characteristics. As China’s socio-economic and cultural progress, infant increasing size of the consumer market, an important component of infant toys is also increasingly the attention of consumers, the growing social demand. But infant toys industry is highly competitive, and most are in the low end of the value chain, high value-added educational infant toy market due to a number of factors, development is relatively slow.The third chapter on the basis of the company profile, combined with China’s infant toy market characteristics, using PEST model analyzes the Chinese infant toys marketing environment competitive environment, then using Porter’s five forces model to analyze the competition within the industry It can be drawn China’s infant toy market marketing environment full of opportunities and challenges. Then analysis of the external environment opportunities and threats and internal factors has advantages and disadvantages.The fourth Chapter makes a strategic analysis and selection for Auby. Through SWOT model, STP theory, SAPCE model, obtained Auby target market strategy, and recommended Auby growth-oriented development strategy adopted at the corporate level, through horizontal integration, vertical integration and diversification strategy to develop new markets and expand business and achieve growth in corporate profits and expand market share and maintain sustainable and stable development.The fifth Chapter applies 4P marketing mix theory, gives Auby toy marketing strategy in the Chinese market. Product strategy, want to make clear product positioning, deepen product line structure. Price strategy, strive to differentiate pricing methods to obtain consumer acceptance of the company’s cost-effective products. Channel strategy, with regard to the different channels for different types of policies, while pioneering early education and other special channels, form a unique competitive advantage. Marketing strategy, through the cartoon image of the design-related products and establish brand image, and vigorously promote the retail terminal building, maintaining stable channels.Finally, the article presents some suggestions and approaches in some aspects, to ensure the effective implementation of the company’s marketing strategy.