FW Postpartum Crae Business Model Planning

With the continuous development of the social economy, China’s industrial structure hasundergone constant change. Market segmentation allows postpartum care center to become anew economic growth point, as well as one of the most popular investment targets in the recentyears. Due to the baby boom during1980s and1990s, China’s birthrate reached the highest levelin history from2005to2020, which also provides opportunities and challenges for the rapidgrowth of postpartum care industry. Also, it has made it possible for emergence and developmentof the postpartum care center that can provide consulting and whole process of professionalservices from pregnancy to postpartum recovery period. Postpartum nursing homes of variousscales are very commonly seen in Taiwan, it has become a mature industry. But in the mainland,the industry as a whole is still in its early stage, paying for postpartum service is still ahead ofconsumer concept, and only a small number of high-end consumers enjoy it. There are still a lotof people do not know this service. The upscale affordable enterprises targeted at middle andhigh-end customers are very rear in the market. Professional and reasonably priced maternal andinfant care center goes in line with the desperate need of the majority of high-end customers.With the help of similar phenomenon, this paper analyzed the origins, development, locationand improvement of the maternal and infant care center, making comparative analysis of itsdevelopment at home and abroad. Postpartum care industry in China is still in the early stages, soas to discovering the business opportunities. After doing a large quantity of field research, theauthor analyzed the classification of postpartum care enterprises, categorized market needs of thepregnants and the puerperants. STP theory and services marketing theory expounded, combinedwith the application of Porter’s five forces model and SWOT model analysis tools for detailedanalysis, focusing on post-natal care environment and the situation of supply and demand of themarket, the author has made a proposal fit for a business in the current market in Beijing. Thebusiness model of postpartum care industry can be divided into three categories, namely the highand middle end care center and the low-end home-care centers. In Beijing, most white-collarcustomers focus on quality and price, newly built care center business model is locked to amiddle-end, while taking a standardized high-quality service with the economic apartmentscombined business model. A detailed analysis has been taken on the implementation of the keypoints of this business model, customer value, investment returns and risks.