| The total number of births in 2019 was 14.65 million,according to data released by the National Bureau of Statistics of the People's Republic of China on January 17,2020.The birth rate remains high.The comprehensive two-child policy has contribute a lot.Of the newborn babies,the second-child accounts for 57% which has risen for several years in a row.This thesis takes the marketing strategy of the MY Confinement Club in Cangzhou as the object of analysis and research,using the methods of Literature Research,case analysis,questionnaire,theory and practice.This paper expounds the marketing problems of confinement Club,analyzes them with the theories of marketing,and perfects the deficiency of the marketing strategy of confinement Club.Firstly,the article introduces the Writing background,and summarizes the relevant theories of service marketing,and then illustrates the current marketing situation of the club.There are some specific problems,such as the lack of scientific basis for service marketing strategy,unclear market price positioning,imperfect marketing service process,lack of diversity of marketing channels,poor loyalty of employee,etc.Secondly,in view of the existing problems,the author puts forward a corresponding improvement plan after analyzation.Such as,using the Internet marketing means to increase the publicity of special projects through the service product differentiation;insisting on the high-end market positioning of enterprises,optimizing service pricing and promotion;Institutionalization of club service processes and standardization of tangible demonstration;improving various personnel systems,to ensure the quality of service and the loyalty of the Club staff.Studying the marketing strategy of MY Club in Cangzhou the author not only expects it will gain more market and establish a good brand image through standardized internal management and active external publicity,but also hopes that the marketing strategy of MY confinement Club in Cangzhou hope. |
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