Research On Marketing Management Of The Female Postpartum Recovery Project Of Y Health Industry Corporation

With the improvement of the living standards and the popularization of the healthcare,people have a higher demand for a better life.The enhancing awareness of healthcare and the enforcement of the two-child policy in recent years contribute a lot to the rapid development of the postpartum recovery industry,which now is a sunrise industry with great prospects.And it is quite crucial for those corporations in this field to seize the opportunity and stand out in the emerging industry.Founded in 2007,Y Health Industry Corporation focuses on its product development and production,postpartum knowledge training and product management.With a philosophy of Caring for Women's Health and Building a Harmonious Family,the corporation devotes to provide a comprehensive recovery service for postpartum women.After almost ten years' effort,the company has developed three business sectors,including postpartum reproductive health,pelvic floor muscle recovery and breast recovery.Thousands of mothers benefited from its service.The company also actively responds to the appeal of the Continuing Education Center of the National Health Commission,(the former National Health and Family Planning Commission)to promote the qualification test for reproductive health consultants.It is authorized as the sole testing corporate center by the commission.The test requires the applicants to be more professional,which guarantees the service in this field.In marketing management,the company creates a unique marketing system and expands its business by project cooperation,franchisees and recruiting agents from provinces,cities and counties,which lead to the fast development of the company.Based on the marketing management theories and the reality of the company,the author attempts to make an analysis on the internal and external environment of the company as well as its strengths,weaknesses and find the opportunities and threats of the company.The author will make a research on its products and its brand strategy,price strategy,promotion strategy,channel strategy,process strategy,personnel strategy and tangible demonstration strategy using the 7Ps Theory.During the research,the author realizes that the company's rapid development in recent years results from the unique marketing system and friendly policies towards franchisee.The author also analyzes the service and environment provided by the company,which paves the way for its marketing.The company makes profits for its franchisee by using a series of unique drainage methods.At the same time,the author finds that there exists some problems in the company.For instance,it's difficult to manage the quality of its franchisee.The company also lacks a reward and punishment system for franchisee and there is no thorough CRM system in it.Its online stores also sell products at a rather low price.The author proposes the strategies for solving these problems above.I sincerely hope the essay can provide some marketing management references for the enterprise and solve its existing problems,which can result in the improvement of its marketing.The essay's innovation mainly includes two aspects.Firstly,there is relatively less reference for postpartum recovery industry.A lot of researches focus on analyzing confinement care centers or maternal and infant health centers.I hope this study will bring more attention to the industry.Secondly,the essay introduces service marketing into this emerging industry and provides suggestions for the development of the industry with theoretical support.It also provides countermeasures for improving the core competitiveness of the industry.