Research On The Development Strategy Of Y Maternal And Infant Company’s Franchising Chain Business

With the proposal of the health China strategy,the enhancement of residents’ consumption ability and the change of consumption concept,people gradually pay more attention to the comprehensive and full-cycle health services.Benefiting from the liberalization of the two-child policy,the number of pregnant and infant children has been increasing,and the attention to pregnant and infant children has become increasingly high.The pregnancy and infant market has experienced a period of starting,development and prosperity,and entered a new consumption period from2019.With the release of the three child policy,the pregnant and infant industry has been upgraded and developed,facing a good development opportunity.It is expected that 5-10 years will still be a golden period of rapid development.This thesis selects the development strategy of Y Maternal and Infant Company’s franchise chain business as the research object.Based on relevant analysis tools such as PEST and Five Forces Model,it analyzes the internal and external environment faced by Y Maternal and Infant Company’s chain business development,and studies the macro environment,development trends,and industry competition situation of the current maternal and infant market development,By combining the SWOT analysis method to analyze the advantages and disadvantages of its franchise chain operation development,as well as the opportunities and threats it faces,we can identify existing problems,explore practical and effective solutions,match corresponding strategic choices,and propose safeguard measures that are conducive to the company’s development.At the same time,based on the theories of chain operation and strategic management,explore the specific application of chain operation business development in the maternal and infant industry,supplement and improve China’s marketing cases in the maternal and infant service industry,and provide ideas for exploring franchise chain operation strategy choices suitable for the maternal and infant industry.Through specific research,we have identified the problems in the current chain operation of the maternal and infant service industry,explored more effective measures,and proposed a more comprehensive and practical operating model and strategic guarantee measures for the franchise chain operation of the maternal and infant industry in China.