Research Of Marketing Strategy Of Company B Based On Consumer Behavioral Analysis

Based on facts of company B, this thesis researched the marketingstrategy of a children’s consumer products company.This research tried to formulate a complete marketing strategy throughanalysis of target market consumers’ behaviors and supply-demand facts ofChinese children’s consumer products industry, with reference to PhilipKotler’s consumer behavioral theory. Also, the blue sea strategy by W.ChanKim and Renee Mauborgne and "4P"theory by Jerry McCarthy were alsoconsidered.The content covered "Channel strategy","store development","productsplanning","brand promotion" and "membership marketing" in a rapidexpanding Children’s consumer products market.