A Monographic Study On The Maternal And Child Products Purchasing Channel Choice Behavior Of Guangzhou BSM Company

With the sharply increasing of China’s population these years,the maternal and child products market will enter its gold period of expansion,and being expected to usher in explosive growth in the next 5 years.The Guangzhou BSM Company as a new comer in Infants Supplementary Food Industry,who wants to keep a rapid growth in sales and occupy the vantage point in later competition,introduced online channel in 2010.However,the online channel had an enormous impact on traditional entity channel.As a result,the overall profits of Guangzhou BSM Company stopped growing or even decreased.In such a situation,the management of Guangzhou BSM Company realized that: the company must first strive to improve its total sales as soon as possible,and reverse the current trend of total sales decline.And then the company must adjust its marketing channel to profound changes of the marketing environment.When traditional entity channel has played a dominant role in marketing channel of Guangzhou BSM Company,to reverse the current trend of total sales decline,it must first improve the total sales of its traditional entity channel.Guangzhou BSM Company needs to master the site,traffic,category and display status of retail store,and understand the preferences and characteristics of customers purchase behaviors through marketing research,look for chances to influence customer behavior in the First Moment of Truth,master efficient approaches to enhance consumers’ willingness to use offline channels and improve offline channel’s total sales.To optimize and adjust its marketing channels,Guangzhou BSM Company also needs to master influence factors of consumers’ channel choice behaviors,entity channel’s characteristics and the match degree between entity channel and customer’s needs.According to which,Guangzhou BSM Company can clear priority and rationally allocate limit resources,which can better meet the customers’ needs,and produce synergistic effect among multi-channels,and realize the overall group profit maximization.In this investigation,we observed stores status and recorded the purchasing process of 49 maternal and child products consumers,and also mastered the site,traffic,category and display status of retail store,and analyzed the extrinsic feature and behavior rules.Afterwards,we selected 8 consumers randomly for interview,in order to master their intrinsic motivation,behavior custom and influence factors of channel choice behaviors.And then according to these results,we developed marketing strategic suggestions from two aspects for Guangzhou BSM Company to improve its total sales.Finally,according to the previous results,the model of consumers’ behavior and advices from experts,we confirmed the final questionnaire.Through the questionnaires collected and related data analysis,we get the influence factors of consumers’ channel choice behaviors,entity channel’s characteristics and the match degree between entity channel and customer’s needs.Then,we also developed marketing strategic suggestions for Guangzhou BSM Company to optimize and adjust its marketing channels...