The Research On Improving Domestic Marketing Strategy Of Shenzhen I Baby Company

As the mobile Internet has become increasingly mature in China and a booming trend of the Internet science and technology has come,the domestic consumer are becoming more likely to accept the technology products.In this circumstance,new technology companies start to launch products concerning every aspect of consumers' life.Most of these companies are small start-ups,they want to enter the domestic market,but the superfluous and fragmented information in the mobile Internet era severely challenges their marketing action.How can these emerging science and technology enterprises open the domestic market has become a hot discussion topic among the industry business owners and marketers nowadays.Therefore,this thesis is written from the perspective of these kind of emerging enterprises.Selecting a start-up technology company,i Baby shenzhen co,ltd.,as the research object,I hope to provide a feasible marketing suggestion to improve the domestic marketing of the i Baby company as well as a reference case for study of the above mentioned topic at the same time.The integrated marketing communication theory was brought up at the end of the 20 th century,which greatly benefited branding,marketing and advertising.It emphasizes making integrated marketing plans from the perspective of the consumers,as well as the brand shaping in order to stand out.The theory has being academically revised according to the changing market situation,thus integrated marketing communication theory is still the main guiding marketing theory at present,especially in the current Chinese market,which is enduring the trends of product homogeneity,customer consumption upgrade and information fragmentation.This paper argues that integrated marketing communication theory has an important guiding role to open the Chinese market,therefore,in this paper,the main theoretical framework applied in in the following analysis and suggestion comes from the theory of integrated marketing communication and its core supporting theory,the marketing theory of 4Cs.Combined the theoretical framework with the firsthand materials from i Baby company,the company's existing domestic marketing problems are identified through the analysis.Then a strategy to gradually open the domestic market,starting from the seed users in first-tier cities as the breakthrough beginning.After that,a medium-term integrated marketing goal,a 4C marketing strategy and an integrated communicating strategy are proposed.More specifically,the strategy is suggested to be executed in 3 period,which are market incubation period,brand and products promotion period and sales promotion period.As for marketing communication,it is suggested to mainly concern on ads promotion,experience marketing and customer communication,through resource integration and exchange,cost-effective Internet advertising investment and self-owned media platform to promote the marketing messages.In the final section,suggestions on ensuring the strategy implementation are provided from three aspects,marketing system,sales system and corporate culture.The analyzing source of this thesis are the first hand materials from i Baby company,which ensures its reference value for similar enterprises' marketing project.The integration strategy is proposed in consideration of i Baby's actual situation as well as the small cost marketing opportunity brought by mobile internet.I ho pe it could help i Baby company to open the domestic market.Also,I hope it would provide a practical and feasible marketing reference for this type of small business start-ups.