Internet Marketing Strategies Maternal And Child Products Businesses

Our country has entered a longer duration of the "baby boom" in recent years, with annualnumber of neonatal remaining at a high level. People’s living standards improve, with rapideconomic development, and with the influence of One Infant Policy in China, people areincreasingly paying more attention to maternal and infant, and spending in maternal and infantproducts is also increasing year by year, which has no doubt played a tremendous role inpromoting the prosperity and development of China’s maternal and infant market. However, aseries issues remain, such as intermingled quality, disordered price system, lack of industrysupervision, apparent regional development differences and so on, which suggests consumersmake more notice in purchasing. In addition, in today’s Network Era that informationdisseminates rapidly, network information also has a great effect on maternal and infant productsconsumers.In contrary to continued neonatal population increase, consumers are skeptical of domesticmaternal and infant products. In order to open consumers’ heart knot and recapture the market, itis worthy for maternal and infant products business to propose appropriate marketing strategy.This paper aims to analyze maternal and infant products consumers’ behavior from theperspective of communication, to find out the influence of word-of-mouth communication theory,opinion leader theory and the theory of agenda setting on maternal and infant productsconsumers and the influence factors, then to put forward suggestions for maternal and infantproducts enterprises on network marketing.Firstly, this paper makes a comprehensive description of consumer behavior theory,word-of-mouth communication theory, opinion leader theory and the agenda setting theory.Secondly, this paper analyses and sums up developing status of China’s maternal and infantproducts market and e-commerce maternal and infant products market, and conclude the featuresof maternal and infant products consumers in China. Thirdly, this paper will use the method ofquestionnaire investigation to analyze the effect of communication theory on maternal and infantproducts consumers, and select some representative types from various types of maternal andinfant products consumers to make in-depth and detailed interviews, researching affecting factorsof communication theory as well as the influence. And a maternal and infant products consumersbuying behavior model under the environment of e-commerce will be established then. Finallyand most importantly, feasible network marketing proposals for maternal and infant products aresupposed to be put forward, according to these analysis and model.China’s maternal and infant products enterprise image in consumers’ minds is not that good, due to the occurrence of certain major safety accidents. This paper proposes three piece ofnetwork marketing suggestion for maternal and child products enterprises aiming at this pointand the research results. One is to use a variety of methods and operations to expand andstrengthen the influence of communication theories on consumer black box, such asword-of-mouth communication theory, opinion leader theory and agenda setting theory. One is toput emphasize on the influence that communication theory has on consumer reaction, with multimeasures developing simultaneously, to promote positive reaction of consumers. The last one isto pay abundant attention to corporate cultivation itself, establish a good corporate image, andstrengthen some relevant functions management and control.Given this severe situation lying in our current maternal and infant products market and thecharacteristics of maternal and infant products, combining theory with practice, this paperanalyzes the effect of communication theory on consumers to put forward feasible networkmarketing suggestions to China’s maternal and infant products enterprises, to promote a healthyordered and sustainable way for market development, and then create a healthy, non-toxic andhappy growth environment for our children, which also has great far-reaching significance forstimulating domestic demand, promoting rapid development of China’s economy, and improvingpeople’s well-being. All of these are the specific meaning of this paper.