A Study On Community Marketing Strategies Of Baby Diapers

In recent years,the flourish of virtual communities on the internet make it a new platform of marketing.At the same time,community marketing has been accepted by more people,and observed,analyzed and discussed by experts from academia and industry.Nowadays,the enlargement of market size of baby diapers,the significant changes of market competition pattern and marketing channels-especially the emerging of virtual communities-contribute to the diversity of consuming behaviors of different groups and leads to the innovation of marketing strategies of baby diapers companies.Conducting community marketing on virtual communities is a essential part of such innovation and a crucial issue of these companies.In this thesis,I will start my research through referring to theories like the New 4C Community Marketing Rule,Relationship Marketing Strategies,Precise Marketing Strategies as the foundation of the analysis.I will also use literature review,case study and general analysis as my research methods.The goals of this thesis are(1)to analyze the marketing environment of baby diapers like market size,competition pattern and marketing channels,and the developments,reforms,values and influences of community marketing of baby diapers;(2)to choose the Care Daily company-a company that followed the strategy of community marketing and developed well in recent years-as the subject of this research,to analyze the key points of its application of community marketing in its four-stage process-community establishing,community building and community fission and community realization and(3)to explore the application of the strategies of community marketing of baby diapers through summarizing and analyzing the methods and experiences of the Care Daily company.Based on the community marketing experience of the case brand and the current development status of China's infant diaper community marketing,the study found that most of the baby diaper enterprises have problems in the application of community marketing strategies,such as community positioning,member retention,community communication,risk management and control.In view of the above problems,this paper puts forward the following research suggestions on the community marketing strategy of baby diapers.First of all,to find out the community positioning by defining the community value goals,figuring out user portraits and selecting community structure.Secondly,community retention should be improved through the development of standardized community management manual,the creation of high-quality community marketing content.Thirdly,to promote spontaneous transmission by enhancing personalized scene experience,stimulating internal drive and exploring and cultivating communication nodes.Finally,risk control should be strengthened by strictly controlling product quality,paying attention to crisis prevention and timely handling community feedback.