Research On The Marketing Strategy And Tactics Of KD Baby Diapers Company

Due to the steady development of China's economic level in recent years,the continuous increase of residents' income,and the continuous enhancement of residents'consumption capacity,China's consumer market has shown a development trend of long-term stable growth and accelerated transformation and upgrading.The introduction of the"two-child policy" has promoted the growth of the number of newborns,and the considerable population base has established a huge consumer market.With the upgrading of parenting concepts and the continuous growth of parenting capital investment,baby diapers are gradually becoming a disposable sanitary consumable necessary for the growth and development of infants and young children aged 0-3 in China.At present,foreign brand baby diapers account for 70%of China's baby diaper market.According to incomplete statistics,there are more than 2,200 domestic baby diapers brands,but they only account for30%of the Chinese baby diaper market.Chinese baby diaper companies are still in a period of rapid development compared with foreign baby diaper companies.Faced with the huge development potential of the market,competition in the industry will become more intense.With the increase in market demand and the specification of product quality standards,Chinese baby diaper companies will After being re-screened,the Chinese baby diaper market will be re-segmented.KD Baby Diapers Company is an enterprise focusing on the "new retail" sales of baby diapers.The rapid development of the Internet and mobile internet terminals affects all aspects of people's lives.KD Baby Diapers Company take advantage of the development of online consumption,break the traditional marketing model,use the characteristics of maternal and infant group consumption,and use " WeChat" as the main marketing channel to build a variety of Sell diapers through offline channels.Since its establishment in 2015,KD Baby Diapers Company has achieved a leap-forward increase in its turnover and has become a leader in domestic diaper brands.According to public information,the highest monthly sales of KD Baby Diapers Company in 2016 exceeded 100 million yuan,and the highest monthly sales in 2020 exceeded 600 million yuan.The development of science and technology and the"new media" approach are changing people's lifestyles.How to formulate scientific and reasonable marketing strategies based on market changes,enhance the comprehensive competitiveness of brands,and quickly seize market share with the help of "new media".In the baby diaper market,realizing"overtaking on a curve" is an important goal and task for the development of KD Baby Diapers Company.This article uses the questionnaire survey method to explore and summarize the problems existing in the marketing of KD Baby Diapers Company,use the in-depth interview method to explore the deep-seated reasons,and analyze the causes of the problems.After using the PEST analysis tool to comprehensively analyze the macro environment of KD Baby Diapers Company,use the SWOT analysis tool to clarify the internal advantages,disadvantages and faces of KD Baby Diapers Company in marketing.Opportunities and threats.The target market of KD Baby Diapers Company is subdi vided,and the target market is selected according to the characteristics of the KD baby diapers,and the target market selection and precise market positioning are carried out.Use marketing mix theory to give marketing strategy adjustment suggestions based on the characteristics of maternal and infant group consumption.Finally,the article also proposes safeguard measures to implement these marketing strategies from four aspects:system guarantee,cultural guarantee,personnel guarantee,and information guarantee.It is hoped that through the research of this article,KD baby diapers will develop into a high-end brand of national baby diapers,increase turnover,break the market structure,and provide practical marketing strategies.