| In 2020,there were nearly 250,000 maternal and child retail stores in China.Since the outbreak of the epidemic,more and more offline maternal and child retail enterprises are facing the dilemma of closing down after various challenges such as intensifying competition,declining birth rate,insufficient customer flow and high rental cost.With the introduction of the universal two-child and three-child policies,the declining trend of the birth rate has been alleviated.The improvement of the per capita income level,more scientific and refined parenting concept have further expanded the overall capacity of the mother-child market.The research object of this paper is A maternal and child products chain retail enterprise.The enterprise is located in Shanghai with higher brand awareness,the main target customers are families which have mother or 0～6 years old child,it is committed to providing customers with high quality products such as infant milk powder,food,diapers,feed products,toys,cotton products,maternal supplies and so on.The store is also equipped with baby spa,amusement park and other services.Based on the theory of marketing mix,category management,customer relationship management,using PEST model to analyze the current macro environment,and through the consumer questionnaire survey,in-depth interviews and other forms,mining and analyzes the marketing strategy problems and causes of A maternal and child products chain retail enterprise.According to the management and marketing environment of A enterprise,this paper developed optimization scheme involving these aspects : sales channels,category management,advertising and promotions,store staff training and management.On the basis of optimized scheme,it formulated within the department organization,system,information technology,talent security measures.The research results of this paper are intended to provide practical reference value for practitioners in the domestic maternal and child industry in the case of declining birth rate and intensifying industry competition. |
