A Research On Maternity Dress E-commerce Marketing Strategy

E-commerce has entered a rapid development stage in China, with the rapid development of E-commerce, on the one hand, reducing the business cost of companies, on the other hand also changedconsumersshoppingbehaviours, online shopping becomethe main popular pattern, which created a good environment for enterprises to develop E-commerce business and win customers.With the development of economic and the change of consumers’consumption attitudes, the opening of China’s family planning policy, infant and pregnant groupshave recievedmore and more attentioninfamily, Maternal and Infant industry is known as a sunrise industry in China. Maternal and Infant industryE-commerce has been in a rapid growth in China and is one of the fastest growing industry in E-commerce. But maternity dress market started late in China, and maternity dress E-commerce is also a new rise industry in recent year. Maternity dress enterprise is lack of experiences, guidance and successful cases reference in running E-commerce business. The study in maternity dress E-commerce marketing strategies can bring an important practical significance, and provide reference and guidance for enterprise to de-velop E-commerce business and gain market advantage in maternity dress market.As maternity dress industry and the consumer group has its particularity, the research is-based on the principle of Consumer is the center". First, analysis industry environment ofma-ternity dress and its E-commerce business environment,using Porter’s Five Forces Model and SWOT analysis method to analysis maternity dress E-commerce marketing environment and competitive environment to identify the strengths and weaknesses, the opportunities and threats for maternity dress enterprises’E-commerce development, and based on consumer be-havior model to analysis consumers’characteristics and consumers’online shopping behaviors, and find out consumers’needs and key marketing strategies at each stage.The strategy proposal isbase on the principle of’Consumer is the center", usingmarketingtheory STP theory,4Ps,4Cs,4Rs theory, E-commerce and Internet marketing theory, and combined with writer’s work experience in marketing strategy and E-commerce, to propose a complete and comprehensive E-commerce marketing strategy in maternity dress industry includingproduct strategy, marketing strategy, channel marketing strategy, brand po-sitioning and marketing strategy, user experience and convenience strategy, market response and risk control strategy, to provide a practical theoretical research framework and practical strategy reference for maternity dress enterprise developing E-commerce marketing and stra-tegy.Finally, analysissuccessful experiences of O.C.T.mami who is one of the Top10 famous maternity dress brand in Chinain running E-commerce business, to provide a practical refer-ence for other enterprises.