Research On Marketing Strategy Of XT Maternal And Infant Products Retail Enterprise Based On Customer Satisfaction

Owing to the implement of reform and opening-up policy and the successive implementation of China’s "two child" and "three child" policies,China’s mother and baby industry has moved into a rapid growth period and broken new ground.However,under the background of the new era of new media live broadcasting and online sales,the stiff industry competition has brought new favourable circumstances and challenges to the retail enterprises of maternal and infant products in customer management.How to meet the needs of customers by formulating reasonable marketing strategies is the key for maternal and infant products retail enterprises to seize customer resources.In the past,the way of making marketing strategy and realizing customer management based on product orientation has been far from meeting the needs of customers.In fact,consumer satisfaction is crucial to the customer management.Founded on the continuous improvement of consumer satisfaction,the formulation of product and consumer oriented marketing strategies to improve the customer management efficiency of maternal and infant products retail enterprises has got attention of scholars and the industry nationally and globally.Based on this,this paper regards XT maternal and infant retail enterprise as the subject investigated,and probes into the marketing strategy of maternal and infant retail enterprises from the perspective of customer satisfaction.This paper founded on 4P theory,4C theory and customer satisfaction theory regards XT maternal and infant company as the research object and studies the marketing strategy of XT mother and baby company through case study and questionnaire survey.Firstly,using 4P and 4C theories,this paper analyses the existing circumstances of marketing strategy of XT mother and baby company from four aspects: products and clients,price and cost,channels and convenience,promotion and communication.On this basis,a questionnaire is designed based on the five dimensions of customer satisfaction,including trust,tangibility,professionalism,empathy and responsiveness.Thanks to the questionnaire survey,the primal problems and causation of XT mother and baby company’s marketing strategy are found out.By analyzing the first-hand data collected by XT mother and baby company,we have discovered that XT mother and baby company has faultiness in the following dimensions: problems in product pricing strategy,insufficient investment in decoration cost,defective product display layout,insufficient convenience for customers,insufficient promotional activities,communication with consumers needs to be enhanced,etc.Finally,founded on the analysis results of the main problems and causes of XT mother and baby company’s marketing strategy mentioned above,the system gives strategic suggestions to improve XT mother and baby company’s customer satisfaction.Specific strategies mainly include: diversified pricing strategies,increasing decoration investment costs,planning product display,comprehensively improving consumer convenience,establishing targeted promotion strategies,strengthening communication and training,improving customer satisfaction and other targeted countermeasures and suggestions.From the dimension of customer satisfaction,this paper uses the questionnaire investigate method to research the marketing strategy of XT mother and baby company,which provides a new research perspective and research samples for the related research of marketing strategy of mother and baby products retail enterprises.In addition,the research conclusion of this paper is of vital importance and provides practical guidance for enterprises in the retail industry of maternal and infant products to generate corresponding strategies of marketing from the perspective of client satisfaction and increase customer management efficiency.