Research On Marketing Strategy Optimization Of Q Company’s Female Hygiene Products

According to statistics,China’s female population in 2021 was 689 million,and the number of women in need of female hygiene products was about 448 million,accounting for65% of the total female population.At present,the market size of female hygiene products in China has reached 70 billion yuan,and the annual consumption of female hygiene products in China has reached 120 billion pieces.The demand for female hygiene products is strong and stable.With the upgrading of people’s consumption,the market demand for female hygiene products has a good prospect.Q company is a company focusing on maternal and infant products,covering all categories such as daily necessities and clothing,and female hygiene products are one of the three major products.Q company mainly focuses on online marketing,supplemented by offline physical marketing.It is an enterprise with a relatively typical "online + offline" business model under the background of Internet plus.But female hygiene products is not the advantageous products of Q company,and there are some deficiencies in the marketing strategy.How to optimize the marketing strategy of female hygiene products of Q company is the research emphasis of this thesis,Focusing on the marketing practice of female hygiene products of Q company,this thesis try to explore a better marketing strategy of online and offline omni-channel integrationon,in order to solve the current marketing dilemma of female hygiene products of Q company.This thesis takes the female hygiene products of Q company as the research object,mainly focusing on the marketing strategy.According to the actual situation of the marketing of female hygiene products of Q company,the thesis discusses the online and offline marketing combination strategy,and puts forward the optimization scheme of marketing strategy,which is of positive significance to the marketing of female hygiene products of Q company,and also provides reference for the marketing of similar products.Firstly,this thesis introduces the basic situation of Q Company,especially the marketing situation of female hygiene products,and makes an effective analysis on the macro,industry and internal environment of the marketing of female hygiene products of Q Company by using SWOT and other marketing environment analysis tools,and then conducts STP analysis on the female hygiene products of Q Company.Secondly,using 4P theory to analyze the marketing problems and causes of Q company’s female hygiene products,and optimize the marketing strategy of Q Company’s female hygiene products based on the corresponding problems of4 P of the enterprise.Finally,this thesis guarantees the effective implementation of marketing strategy through system guarantee,human guarantee,technical guarantee and financial guarantee.Based on the marketing strategy problems of Q company’s female hygiene products,this thesis proposes targeted marketing optimization strategies for Q company’s female hygiene products by using 4P marketing theory,soft marketing and precision marketing,so as to improve the marketing level of Q company’s female hygiene products.Therefore,this thesis conducts optimization research on the existing marketing strategies of Q company’s female hygiene products,in order to help Q Company find the correct market positioning,give full play to its own advantages,adapt to the new normal of economic development under the background of the Internet,and make a good combination of online and offline marketing.At the same time,it can also bring some reference value for other similar female hygiene products enterprises to carry out online and offline marketing integration strategies.