The Research On The Behavior Of Maternal And Child Products Consumer Of China

With the first-only-child generation entering the marriage and reproductive stage, China began to enter a "new generation" population of baby boomers. The living standards have markedly improved, the spending on baby products have grew a lot,. They promote the baby products market prosperity, so the baby products marketing have unlimited potential. However, the baby products market facing disordered competition, chaotic price, quality varies greatly and so on. The service of baby products market should be improved, the brand effect remain to be improved. This paper analysis the impact factors of consumer behavior on baby products market, then put forward suggestions and measures.Firstly, I introduced the consumer behavior and baby products consumer behavior theory. Then I analysis the characteristics of baby products market. The baby products market in China have a prosperous future; but the baby products market facing disordered competition, chaotic price, quality varies greatly and so on. The service of baby products market should be improved, the brand effect remain to be improved. Next,I qualitative analysis the consumer demand characteristics and the consumer behavior influencing factors. And then I conducted a quantitative analysis of these factors. In the end, I put forward three proposals including brand building, enhancing the value of service, using of the sales model rationally.The specific meaning of this article is that the focus on theory and practice, starting from the consumer behavior model and classify child products consumption into five areas, and analysis child products, marketing strategies, in order to promote the development of maternal and child products market better development, and also to provide ideas for future research.