The Research On H Brand's Sales Strategy In Mother And Baby Store

With the full liberalization of the "two child" policy,the market for maternal and infant supplies has increased rapidly.As the leading enterprise of diapers,K company failed to adjust even when the sales channels of maternal and infant products changed,and the market share in the new Baby-Store channel declined rapidly.Through the analysis of the problems of K Company H brand's poor profit contribution,low sales staff input and declining brand attraction ability in the Baby-Store channel,this thesis finds out the reasons why the retailer's willingness to sell H brand declines,and then puts forward the improvement strategies.This thesis will use the classical 4P marketing theory to analyze the reasons why the retailer's sell willingness declines because of the problems in the channel product,price,distribution,promotion(salesmen and brand promotion)strategy of K company.Combining with industry data and K company internal data,this thesis analyzes the methods to improve the sales profit of H brand,increase salesmen input and improve brand attraction ability of Baby-store,and forms an improved concrete scheme.This thesis is divided into eight chapters.The first chapter is the introduction,which introduces the research background,research significance,research methods and research framework and introduces the main marketing theories adopted in this paper The second chapter analyzes the marketing environment.Chapter three introduces the development course and background of K Company,the sales organization structure and sales channel system,the development of domestic maternal and infant commodity market,and puts forward the problem of H brand retailer's sales willingness decline,which is embodied in the three aspects of poor sales profit,small number of sales staff and poor brand drainage ability,and analyzes it.Specific reasons.The fourth,fifth,sixth chapter analyzes the ways to solve the above three problems respectively.The seventh chapter puts forward the specific implementation plan of H brand to enhance retailer's willingness to sell.The eighth chapter is the summary and outlook,and makes a summary of the research and prospects.