Research On The Marketing Strategy Of A Infant Formula Company Under The Background Of Mobile Internet

The domestic infant milk powder market is a huge market that may bring more than CNY 100 billion within only two years;furthermore,the market will grow year by year with the growth of the disposable income of resident,the second baby policy and the increase of the urbanization rate.So far,there is no absolutely leading brand in the market,where the enterprises that have the highest sales revenues take only about 20% of the market share.Besides,with the regulation of national policy in recent years,the whole market is on the way of restructuring.Early comers have higher expectation,and new comers expect to share the cake.How to make further breakthrough is a common focus of old and new enterprises in the market.With the rapid development of mobile internet,the marketing environment of the enterprises and the consumers’ behaviors are changing significantly,which directly affects the marketing strategy of the enterprises.Whereas,it will be of great value to make clear what kind of impact will mobile internet bring on the marketing communication strategy,marketing 4P combination strategy and Customer relationship management strategy and to make good use of the opportunity brought by the mobile internet in marketing communication and customer relationship management strategy that is a vital point in the infant milk powder industry,hence gaining the advantages of initial development and sustainable development in the chaotic market competition.The author,according to the actual marketing operation of Enterprise A,makes an empirical study on the marketing strategy of infant milk powder enterprises.First of all,this paper summarizes the studies of experts and scholars on marketing communication strategies,marketing 4P combination strategies and customer relationship management strategies by the literature research method,hence building a solid theoretic foundation for the whole paper.Secondly,further analysis is undertaken on the concept and development of the mobile internet,its impact on marketing strategies,the development and tendency of domestic milk powder industry and the related marketing via the combination of theoretic research and high-end interview to the industry,which provides information support and reference for the specific analysis on a specific enterprise and for the provision of suggestions on the marketing strategy.While the theoretic research is carried out,the research method combining quantitative research and case analysis is also adopted such that the theoretic research and enterprise practice are closely combined and supported by each other,so as to enhance the reliability and value of the conclusion of the study.The difficult point of this paper is that the mobile internet is developing at a high speed,therefore it is fairly difficult to make judgment on the tendency and there is lack of sufficient reference.Besides,in recently years,as significant policy regulation has been conducted over the domestic infant milk powder industry,there is insufficient information about the direction of the consequential policy regulation and the impact of the policy regulation on the market.Regarding the research on the enterprise itself,as the author himself is in the enterprise,it’s hard to analyze all problems on a fully objective basis,and this is the defect of this paper.The author will continuously correct and improve it by subsequent study and work.