Research On The Differential Development Path Of Small Entity Maternal And Child Stores

In response to an aging population,since October 2015,the implement of “the second-child” policy aprraoched in China.According to authorities forecast that,by 2018,the number of newborns will reach 3 million people,China will have a continuous "baby boom".Released by iresearch consulting company of China on maternal and infant industry survey report shows that,by 2015 maternal and infant market of China has reached two trillion yuan.In the next few years,the number will rise.On the other hand,the experts pointed out that: prenatal examination and health care,postpartum recovery,baby early education,home economics services,such as market demand is also growing sharply.The industry maternal and infant has entered the golden period.Under the impetus of the policy,a large number of competitors in maternal and infant market,traditional shopping malls supermarkets,maternal and child chain,more rely on the new electric business enterprise rapid development of the Internet platform,in addition,small investment,low threshold of small entities maternal and child stores also like spring blossom everywhere in the country.Is it true that maternal and infant industry such as we have seen,form a good?This paper will research object positioning for small entities maternal and child stores,through to the shandong region more small entity and interview investigation,shop owner analysis small entity is not ideal,the development situation of maternal and infant stores currently facing such as serious product homogeneity,by extrusion of large entities operators and e-commerce,the traffic is not ideal,realistic problems such as high operating costs,operators quality is uneven,most of the operators in the condition of no profit or negative profit,development bottlenecks.Against the status quo,I set the questionnaire,for maternal and infant products and services of actual consumers an extensive investigation,on the basis of the statistical analysis of the results indicates that the factors affecting consumer purchase behavior,to analyze the electric business channels and large business super,chain channels of maternal and infant stores to attract consumers and the advantages of small entities of disadvantage,to his advantage for yourself.On small entity development status quo of maternal and infant stores have fully understand and recognize the attract consumers to buy the real reason,on the basis of this research from the Angle of the 4 r theory,and introduces the concept of niche,niche strategy,from product differentiation,promote the differentiation and service differentiation,reaction mechanism of differentiation and value chain value-added differentiation deal with five levels of maternal and infant market homogeneity serious problem,under the background of the age of the Internet,using the new platform and new technology innovation and development path,establish a two-way communication with customers,gain a competitive advantage,maternal and child stores provide feasible development strategy for small entities.The significance of this study is to from the height of the theory of small entities guide the development of maternal and child stores,the current domestic research in this respect is relatively scarce,so this research has certain theoretical innovation.This research adopts the way of combining theory with practice and in the further study of 4 r marketing theory,differentiation theory,on the basis of niche theory,based on the actual survey results,for small entities mother-to-child shop operators to provide differential operation Suggestions,aimed at helping small entity difficult survival status,maternal and child stores from the margins of society and promote the maternal and infant market healthy and sustainable development in our country.More expect sprang out through this research,for millions of Chinese households to provide a safe,convenient shopping environment,render to the best of their own.