Research On Marketing Strategy Optimization Of M Mother And Infant Products Company

Since the 1990s,the maternal and infant products industry has entered people's attention and has been mature.With the advent of the Internet,the maternal and infant products industry has ushered in the coexistence of online e-commerce channels and offline stores.In recent years,the development trend of maternal and infant products industry is rapid,new entrants are everywhere,and the speed of product upgrading is accelerated.With the implementation of the two child policy,the population growth,which was expected to be optimistic,has decreased with the reduction of the willingness to give birth.Under such a background,the competition among enterprises in the maternal and child products industry has become increasingly fierce.M maternal and infant products company has been established for five years since 2016.With the help of the dividend brought by wechat and the promotion of the circle of friends through wechat channel,m maternal and infant products company has become famous in the industry and the market,and occupies a place in the new and old iteration of the maternal and infant industry.As an emerging domestic brand,how to continue to maintain the existing advantages and use social media dividends to enhance its brand awareness and brand value is worth pondering.Based on the classic 4P theory of marketing,combined with the brand marketing theory and experience marketing theory,this dissertation discusses and studies how to improve the brand awareness and customer satisfaction of M maternal and infant products company in the original marketing strategy.Based on the analysis of the company's marketing status and environment,this paper analyzes the company's internal and external environment with the help of pest and SWOT analysis methods.Through market questionnaire survey,interview survey and combined with the company's existing marketing strategy,it is found that the company has some problems,such as the inconsistency of products in different sales channels,serious price disorder of products in the market,insufficient advertising and publicity,and the lack of market competition Brand awareness is general,marketing channels are limited and so on.In view of these problems,this dissertation re orientates M company with STP theory,and puts forward some optimization strategies by using 4P marketing theory,such as improving product competitiveness,upgrading cloud warehouse system,multi pricing parallel,improving channels,and diversifying promotion means.In order to ensure the effective implementation of the optimization strategy,three aspects are proposed to ensure the optimization of organizational structure,clear division of responsibilities,sharing of talents and training agents,and optimization of agent related system and product inspection system.