The Research&Application Of Market Positioning Strategy For D Infant Swimming Business

Infant swimming refers to the swimming activity of infants that under 5-year old with professional trainers and strict nursing.Infant swimming activity started at hospital for the purpose of treatment.Yet,due to the sanitation problem and less convenient,the development of infant swimming at hospital became slower than expected.However,many infant swimming pools whether at malls or communities have boomed in the last 10 years.More families enrolled in that activity because of its function of health protection and convenience.A long with the unwind of China's birth control,the ‘second child policy” results in bigger number of infants in recent years.As a newly-developed baby health industry,infant swimming industry shows great potential and strong growth in the last ten years.Yet,an infant business in the “red ocean” can not only relying on the big market and good economic situation,but also its reasonable and effective management and marketing strategy,especially for the appropriate positioning strategy.Today,markets are showing hot rivalries and competition,which gives the buyers more choices.Identification with certain intrinsic values of the products become vital for a business to gain customer purchase and loyalty of their products and brand.It is critical that a product or service needs to have a unique identity and character to the needs of the consumers.A successful positioning can not only attract the customers to purchase the product,but also warrant a larger margin for the company through increased added value.Positioning is the key of marketing strategy.This research based on the daily operation of D infant swimming company and marketing research to find out competitions manners among infant swimming business and current market positioning of D.We did the re-positioning work based on the tools of marketing research and the positioning theory.We also developed a dynamic positioning strategy(Named EFS)to enrich and protect the new market positioning.We hope our research could help us find out effective market positioning approaches for infant swimming business and provide references for different businesses in baby industry.