A Study On KM Company’s Marketing Strategy Of Day-Care Services Business For Infants

Since the implementation of the relevant Fertility Policies of "two children" and "three children",the government has made it clear that it will vigorously support the development of inclusive childcare service system.It can be seen that the care and education needs of infants aged 1-3 are paid more and more attention.With the continuous improvement of residents’ consumption level in Guangzhou,the infant care service industry has developed rapidly.Large and small private care institutions have penetrated into every residential intensive area,but they inevitably tend to be competitive homogeneous,and the competitive advantage of care service institutions is difficult to be reflected.This topic takes the infant day care service business of a parent-child activity service organization as the research object,and puts forward reasonable service marketing strategy suggestions in view of its dilemma of "forced reduction of service pricing".The research process adopts the methods of literature research,interview and observation research,questionnaire research and case analysis to sort out and summarize the development status of infant care services at home and abroad,deeply understand the marketing status of the research object,and combine the results of external macro environment analysis,external market and industry environment analysis,consumer demand analysis and internal resource capacity analysis,It further summarizes the marketing environment and competitiveness of the marketing object,so as to identify the key problems existing in the marketing strategy of the research object,and finally puts forward reasonable marketing strategy suggestions and some key measures for the implementation of the strategy.The research object is a typical regional small private nursery institution.Taking it as a case,this paper summarizes the possible common problems and reasonable countermeasures of typical regional small private nursery service institutions.First,when the external environment of the industry changes greatly,we should not blindly follow the competitors to respond.We should objectively analyze the impact of environmental changes on ourselves and the change trend,re judge the strategic direction of the enterprise,and then respond.Second,when the enterprise strategy changes from stability to expansion,the original marketing strategy and strategy may no longer adapt and need to be re formulated.Third,when encountering difficulties,we should analyze the external reasons,but more importantly,we should analyze the internal reasons.Fourth,in the growing industry,the internal and external environment changes rapidly.While dealing with the current business environment,we should also consider the future sustainable development.Finally,the Internet has strong plasticity.The effective use of network channels and information technology is an important opportunity to obtain differentiated advantages.The above research results are helpful to the stable development of similar institutions in the industry competition.The healthy development of the childcare service industry is conducive to coping with the increasingly prominent demand for childcare,and is also conducive to the implementation of the national fertility policy to a certain extent.