Research On Marketing Strategy Optimization Of A Mother And Baby Products Company From The Perspective Of Social E-commerce

With the release of the country’s "second child policy",China has entered a new round of childbearing peaks,which has provided a good social environment for the development of China’s mother and infant market.With the advent of the "Internet +" era,the fast and convenient mobile payment,strong network communication power,and the development of community marketing have brought opportunities and challenges to the development of the mother and baby products market.The main profit model of the mother and baby industry should trend in the future.For the convergence of the mobile Internet industry.In recent years,with the prevalence of various social APPs,the concept of social e-commerce has gradually entered the public vision,and has developed rapidly,becoming one of the most commonly selected consumption methods by consumers.With its high interaction,high sharing and word of mouth effect,it has quickly become an important marketing tool for e-commerce.This article uses a case study method to optimize the marketing strategy of A Mother and Baby Products Company.Based on the idea of "proposing a problem-analyzing a problem-solving a problem",and combining the prevailing social e-commerce model,this article analyzes the marketing problems of A mother and baby products company in depth,so as to propose optimization suggestions for the marketing strategy of mother and baby products.This article elaborates from the following five aspects: First,by summarizing the theoretical research of related social e-commerce,consumer purchasing behavior,and marketing 4P,summarizing related theoretical viewpoints,and domestic and foreign The theoretical research review serves as the relevant theoretical basis for the research in this article.Second,use the literature research method to collect relevant research theories and combine market development status to briefly summarize the current macro environment and consumption environment of the mother and baby products market,and then integrate the data to interview industry,government,and academic experts,scholars,and A.The main management of the mother and baby products company and the questionnaire survey of consumers of mother and baby products collected research data,statistical analysis of A mother and baby products company’s marketing status.Third,summarize the problems existing in A Maternity and Baby Products Company from the survey data and analyze the reasons,and elaborate from the four aspects of product,price,channel and promotion.Fourth,based on the research focus of this article,I propose four countermeasures to optimize the marketing strategy of A Maternity and Baby Products Company: repositioning products;restructuring the price system;rebuilding marketing channels;and reshaping the relationship between brands and consumers.Fifth,according to the above-mentioned optimization recommendations,corresponding safeguard measures are proposed from the four aspects of product,price,channel,and promotion,which will help to implement and implement the marketing strategy optimization recommendations.This article summarizes the full-text viewpoint at the end of the study,looks forward to the limitations of the paper and the room for improvement,and provides theoretical and practical support for the study of the development of social e-commerce in the mother and infant industry.