Research On The Marketing Strategy Of JN Yuezi Center Based On Customer Delivered Value

With the improvement of living standards,postpartum mothers gradually have higher requirements for confinement,and also realize the importance of scientific confinement.The process of pregnancy and childbirth is very damaging to the body.Now that they pay more attention to health and body management,they are no longer satisfied with the traditional confinement method,but pursue a more scientific postpartum care model.Confinement centers are therefore favored.Changes in fertility concepts have brought huge growth space to the maternal and child service industry,but the barbaric growth of the industry has also brought many challenges to related practitioners.Therefore,it is necessary to study the marketing strategy of Yuezi Center.This paper takes JN Confinement Center as the research object,tries to analyze the problems existing in its marketing strategy through the theoretical knowledge of marketing learned during the MBA course,and proposes the basic direction of improvement and promotion of marketing strategy based on customer delivered value,so as to provide services related to mothers and babies.Industry marketing strategy formulation provides some reference and reference.In the research process,this paper adopts the literature analysis method,the questionnaire method and the combined weight method.On the basis of summarizing and sorting out previous scholars’ research on customer delivered value theory and marketing strategy,combined with the industry characteristics of Yuezi Center,a customer delivered value evaluation index system of Yuezi Center is constructed;Quantitative calculation of customer delivered value by method,to get the customer delivered value of JN Yuezi Center,and to analyze the problems and reasons of JN Yuezi Center customer delivered value from two dimensions of total customer value and total customer cost;This paper comprehensively analyzes the external macro environment and internal competition environment faced by JN Yuezi Center,and applies SWOT theory to analyze the advantages,disadvantages,opportunities and challenges faced by JN Yuezi Center in the future marketing development;The seven aspects of channel strategy,promotion strategy,personnel strategy,service process strategy,and tangible display strategy are proposed to improve the 7Ps marketing strategy,and put forward the guarantee measures for the implementation of the marketing strategy,in order to increase the total customer value of JN Confinement Center and reduce the total customer cost,and ultimately enhance the customer delivered value of JN Yuezi Center.