Research On WeChat Marketing Strategy Of A Maternal And Child Products Based On WeChat Consumer Purchase Behavior

In recent years,with the opening of the comprehensive second-child policy,the“second child” has become the choice of many families.This not only promotes the rapid development of maternal and child products,but also brings fierce market competition pressure.A maternal and child products are based on We Chat marketing.They are the main members of the Tanggu District Maternal and Infant Association in Tianjin,but there are many areas for improvement in marketing mode,propaganda methods and service quality.In the face of the pressure of competitors’ rapid rise,A maternal and child supplies have gradually experienced problems such as a decline in turnover and customer loss in recent years.This thesis analyzes the factors affecting the purchase behavior of A maternal and child products,explores the reasons for the decline in store turnover and optimizes the We Chat marketing strategy for the store,thereby improving the store marketing performance and alleviating the problem of customer churn.Based on the empirical analysis method and questionnaire research method,this thesis uses factor analysis and logistic regression model to analyze the marketing advantages of maternal and child products market,and analyze the marketing advantages and marketing problems of A maternal and child products in combination with We Chat marketing environment.This thesis transforms the problem of store marketing strategy into the problem of store consumers’ purchase behavior,and deeply explores the influencing factors of A mother and child products consumer purchase behavior.The aim is to solve the problem of the current turnover of the store and the loss of customers by formulating the targeted We Chat marketing optimization strategy.This thesis concludes that the purchase behavior of A maternal and child products consumers is related to consumer personal factors,consumer perception factors,word-of-mouth evaluation factors,store service factors,commodity price factors and commodity characteristics factors,and is related to trading factors.Not obvious.Therefore,in response to the factors affecting the purchase behavior of shoppers,a series of improvement measures and optimizations for A maternal and child products We Chat marketing are implemented: first,accurate marketing based on big data;second,word-of-mouth marketing that exceeds user expectations;third,diversification Professional service marketing and follow-up after-sales service;fourth,emotional marketing that trusts each other;fifth,personalized creative content marketing;sixth,reasonable promotional activities;seventh,maintaining transaction convenience and security.Finally,through the comparative analysis of the turnover of A maternal and child products before and after the implementation strategy optimization,it was found that the turnover of A maternity products stores increased significantly,and the growth rate of new customers was amazing.Therefore,this thesis has certain practical significance for the optimization of We Chat marketing strategy for A maternal and child supplies.