| With the rapid development of Internet in China in recent years,and the consumption upgrading brought by the improvement of people's living standards,the mother-child market presents a blowout-like development trend.Influenced by the implementation of the comprehensive two-child policy,the post-80s and post-90s are at the peak of fertility,and this group of people live in the Internet era,mobile smartphones have become an indispensable tool for their work and life.In order to make full use of some fragmentary time in busy work and life,these young parents are keen to use the popular APP application to acquire knowledge,exchange and shopping.Many enterprises aim at this promising mother-to-child market and have launched their mother-to-child APP applications successively.The competition is quite fierce,but these applications have similar functions and the phenomenon of market homogeneity is very serious.How to stand out in this Red Sea market requires enterprises to have a clear understanding of the market and themselves in order to formulate a market that is in line with the actual situation of enterprises and adapts to the market.The marketing strategy of field development is the so-called "knowing one's friends and knowing the other,winning every battle".This paper takes the baby tree of the mother-infant community comprehensive platform in the country as the research object,and uses SWOT analysis method and STP analysis method to analyze the marketing environment and market positioning of baby tree respectively.Finally,the marketing strategy suitable for baby tree is proposed based on 5R combined marketing theory.Suggest.The research results of this paper hope to help the baby tree to gain a foothold in the complex and ever-changing maternal and child market environment,and to achieve innovative development.At the same time,we hope to provide some reference experience for other companies that have developed or will develop maternal and child APP applications. |
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