Research On The Marketing Strategy Of W Company Infant Milk Powder In Sichuan

In the context of the national introduction of new national standards for infant formula food and the registration system for infant milk powder formula and other policies and macro-control,coupled with the number of newborns in the country from17.86 million in 2016 to 10.62 million in 2021 has declined for six consecutive years,the demographic dividend has weakened,while the consumption awareness of maternal and infant users has gradually improved and upgraded,the ways and sources of consumer information are more diversified,the purchase channels are more,and the form of distribution is more convenient.As a result,the market competition between the entire infant milk powder industry has become more intense.The infant milk powder industry is closely watching the shocks of the current new market environment and trying to find new opportunities for change.In this new context,Thesis research is mainly based on marketing theoretical knowledge,with W Company’s infant milk powder Sichuan market operation as the focus of the research,first from the perspective of 4P to analyze the marketing status of W Company’s infant milk powder in Sichuan,and secondly,through the form of questionnaire surveys,respectively,from the consumer side and channel client to collect the marketing strategy evaluation results of W Company’s infant milk powder in Sichuan,from the perspective of consumers and customers,summarize the prominent problems faced by W Company infant milk powder in the Sichuan market.Then according to the STP analysis of the infant and young children of W Company Sichuan market,the selection of marketing strategy optimization direction in the current Sichuan region of W Company is summarized and summarized,and the product side is summarized and the overall ability to enhance customer promotion ability by empowering customers;the channel side strengthens the classification of core channel customer investment and strengthens channel recruitment;the price side further focuses on member management,recruits new and old users to upgrade;the promotion end strengthens the marketing strategy optimization suggestions such as promoters as the center and enables the recruitment model upgrade.It also discusses the optimization and improvement of marketing strategies by simplifying processes,improving efficiency,and strengthening training,focusing on customer and user management,strengthening expense control and inventory management,and creating high-value teams.I hope that through this paper,we can further discover and solve some problems faced in our current real work from the actual needs of our own work.