Research On Marketing Strategy Of Small Independent Maternal And Child Products Store Based On Consumer Behavior

With the globalization of world economy since the twenty-first Century,the management and technology of production enterprises are developing rapidly,and the quality and quantity of the goods flowing into the society are increasing rapidly.In the case of full supply,fierce competition between businesses is not only limited to commodities,but also to consumers.The business should meet the needs of consumers in order to obtain a broad market.From the modern marketing management theory,the correct marketing strategy should be determined and the consumer behavior should be studied before any industry gains significant income.In order to provide some practical and reliable reference for the smaller maternal and infant supplies stores,this paper takes the small independent maternal and infant supplies store as an example.and analyzes the specific influence factors of consumer behavior on the small independent maternal and infant supplies stores from the consumer's point of view,and then,puts forward a suitable marketing strategy for small independent maternal and infant supplies stores from the angle of the consumer in China.Since the objectives of research turning to consumers,scholars at home and abroad have different opinions on the concept of consumer behavior.In this paper,the definition of consumer behavior and the development of marketing strategy are reviewed at first,and then the suitable marketing strategy is explored with the small independent maternal and infant supplies store in China as the base point.China's overall release of the second child policy,stimulates the development of the market for maternal and infant supplies to a great extent,but there are still problems in the marketing mode for the small independent maternal and infant supplies stores.Taking the small independent maternal and infant supplies store as the research target,the questionnaire is widely distributed throughout the country.The SPSS software with various analysis methods such as correlation analysis and regression analysis is used to carry out the detailed statistics and analysis of the data.From these analysis,the key factors of the consumer behavior can be obtained to establish a model of influencing factors.And then a marketing strategy for small independent maternal and infant supplies stores based on consumer behavior is put forward.According to the statistical analysis,the correlation index of promotion,product,channel and price with consumer behavior of maternal and infant supplies is the highest,and product factors have the greatest impact on the consumer behavior of maternal and infant supplies.In order to maximize the profit of maternal and infant supplies,relevant marketing mix strategies were formulated based on the results of statistical analysis.There are four aspects: The first is product strategy,which includes ensuring product quality,enriching product categories and adding services and experience.The second is the price strategy,using a variety of discount pricing strategies and different psychological pricing strategies.The third is the channel strategy.We should make good use of the mixed channels and develop the online and offline businesses synchronously.The last is the promotion strategy,focusing on sales promotion and advertising promotion,enhancing word of mouth sales and creating a good store image.