Research On Online Marketing Strategy Of Maternal And Infant Products In YX Company

With the development of China’s economy and society and the improvement of people’s living standards,more and more attention has been paid to maternal and infant products,leading to the increasing trading volume of the maternal and infant market,and the overall scale of the maternal and infant industry has also shown a trend of reaching a new high annually.With the implementation of the "three-child" policy and the release of some birth supporting measures,it will undoubtedly bring new opportunities and challenges to the development of maternal and infant industry.According to research by relevant authorities,the market size of China’s maternal and infant industry is expected to increase to 7.63 trillion yuan in 2024.The new generation of "post-90s" parents will drive the transformation and upgrading of the consumption mode of the maternal and infant market by changing their own child-rearing concept and consumption concept,and the market size of the maternal and infant industry is expected to continue to rise in the future.In this context,YX,founded in 2017,is a local enterprise specializing in maternal and infant products.After recent years’ development,YX has taken a place in the market of maternal and infant products.At present,DY,the maternal and infant brand of YX Company,has more than 4 million fans on e-commerce platforms such as Tmall,Jingdong and Douyin.YX Company uses online sales channels to accelerate market development.For domestic maternal and child brands,YX has seized a certain advantage in the similar market competition,but it still lacks in the potential of lasting consumption.How to optimize the network marketing strategy and adapt to the changes in the market competition environment of the maternal and child industry under the new situation has become a research topic for YX Company.This paper takes maternal and infant products of YX Company as the research object.Firstly,by referring to the concepts,theories and optimization methods related to online marketing of existing enterprises at home and abroad,it mainly analyzes the status quo of online marketing of maternal and infant products of YX Company,and analyzes the current industrial environment of maternal and infant market in combination with PEST analysis method.Then,based on 4P marketing theory,the actual situation of YX Company’s online marketing strategy was combined with the theoretical basis.Secondly,through the questionnaire survey and the survey data collected by the questionnaire,systematic analysis was conducted to analyze the existing problems and causes of the online marketing strategy of maternal and infant products of YX Company from four aspects,such as product,price,channel and promotion strategy.YX company a shorter period of time in the maternal and infant market,although the development of enterprises in recent years the network marketing mode has carried on the effective exploration,but also exposed the YX company of maternal and infant products mainly product strategy lack of depth,ossified lag price strategy,marketing channel narrow single homogeneity,product marketing,customer conversion rate is low,the social problems such as insufficient electricity business promotion.Finally,in view of the shortcomings of the company’s product strategy,price strategy,channel strategy and promotion strategy,based on the analysis results,we actively explore ways to solve the problems,and provide feasible solutions for optimizing the online marketing strategy of maternal and child products of YX Company,so as to promote the further development of YX maternal and child enterprise.At the same time,it is also expected to give effective suggestions for the problems encountered in the development process of network marketing of domestic maternal and child enterprises.