Research On Marketing Strategy Of Goodbaby Maternal And Baby Products

With the development of social economy and the comprehensive liberalization of the national two-child policy,China's baby and maternal products industry is in a period of rapid development;But there are also problems in the industry such as insufficient industry standards and uneven quality.Besides,China's baby and maternal products industry face challenges of foreign brands.With the deepening of the opening up of China's maternal and baby products market,international brands are becoming more and more popular.Consumers 'requirements for maternal and baby products are constantly increasing;consumers' recognition of product brands is increasing;in the context of such a major consumption upgrade,domestic maternal and baby brands are facing great pressure and opportunities.This paper takes the Goodbaby International's stroller as the research object to conduct a case study.Goodbaby International Group(hereinafter referred to as Goodbaby)is currently the largest corporate group specializing in maternal and baby products in China.In the past 20 years of development,its market share has gradually expanded and it earned a high brand reputation.Currently,it is the first-class brand in the domestic market.However,due to the fixed mindset in marketing,it has not kept up with the pace of the Internet era.Compared with foreign excellent companies,there is still a large gap,and there are sign of weakening competitiveness.How to formulate a scientific and reasonable marketing strategy to maintain and further seize market share is the top priority of the reform in Goodbaby International.Through an in-depth understanding of the development process of the Goodbaby International Group,the author used second-hand data to analyze the marketing status of the company's products,and used SWOT analysis to analyze the strength,weakness,opportunity and threat shown in the Goodbaby marketing.On this basis,the method of questionnaire was used to analyze and diagnose the problems of Goodbaby baby stroller marketing.In addition,in-depth interviews were used to explore the causes of these problems.Then,according to the 4P theory in marketingmanagement,the author put forward the product strategy,price strategy,place strategy and promotion strategy of the Goodbaby baby stroller.At the same time,the paper proposed safeguards to implement these marketing strategies.It is hoped that the preliminary exploration of this paper can provide inspiration and reference for similar maternal and baby companies.