Research On Marketing Strategy Of Maternal And Infant Products Based On Consumer Behavior

Along with the Chinese economic reform and joining the WTO, China has basically farewell to shortage economy era, and entering the high speed development of the market economy. Along with the globalization process and manufacturing enterprise technological progress, people realized that the public goods supply system is being enriched and the competition is fierce, consumers of "God" position is strong, a buyer’s market for consumers has been formed. Commercial world such as the battlefield, only win the consumers and defeat the competitor,and then win the victory. The modern marketing management theory believes that, for any industry, to meet the consumer demand for goods can sell out, to research the marketing strategy based on consumer behavior can produce benefits.We can say that, the consumer behavior is one of the key factors that affect the sales of goods. Because of this, this article take the maternal and child supplies industry as an example, in the consumer perspective to discuss what factors can influence purchase,and then offer the marketing strategy proposed based on consumer behavior to maternal and child supplies enterprise.This article synthesis the domestic and foreign consumer behavior and marketing strategy firstly, and then analysis the present situation of maternal and child supplies industry.Through the analysis of birth control and individual two-child policy implementation, population distribution and structure, the per capita disposable income increase, the consumption culture specific aspects of maternal and child supplies industry,come to a conclusion that the maternal and child supplies industry is a lucrative industry.Meanwhile,this article analysis the problems of maternal and child supplies industry during development and marketing. Based on the qualitative analysis, this article determine the dimensions of empirical research, carry on the quantitative analysis. Selected five representative city in the one two three line of the city to give out questionnaires,analysis the statistical data with SPSS software, use the statistical methods of reliability and validity analysis, such as T test, correlation analysis and regression analysis, scientific validation the affecting of consumer behavior of maternal and child supplies,and then propose marketing strategy based on the consumer behavior.Based on the research,this paper analysis out that on each factor of maternal and child supplies consumer behavior, the factors influencing degree from high to low order as: the price factor, the channel factor, the product factor, the marketing factor.In the practical significance of this paper, by combining theory with practice,qualitative analysis with quantitative analysis, in a wide range of questionnaires to obtain the basis of data analysis, find out the main factors affecting consumer behavior, and put forward the corresponding suggestion of improve the marketing strategy and consumer satisfaction to maternal and child supplies enterprise.