Research On The Marketing Strategy Of Xi'an TG Confinement Club

With the liberalization of the "two-child" policy on January 1,2016,China has entered a new "two-child era" and it is expected that by 2029,China’s population will reach a peak of 1.45 billion.The policy will bring double dividends in demographic dividends and consumption,and it will also bring good prospects to the mother and infant manufacturing and service industries.According to statistics from relevant agencies,as of 2017,the market size of infants and young children reached 2.58 trillion yuan,with a compound annual growth rate of 15%.As a new type of industry for maternal and child services,the monthly club is increasingly appearing in people’s eyes.However,for the moment,China’s monthly club is still at a stage of growth.There are problems such as lack of policies and regulations,lack of industry standards,low market access thresholds,lack of supervision,and disorderly growth.Some monthly clubs are even more prone to false marketing,low-price and low-quality marketing strategies that bully customers and harm the industry’s overall social image.This article takes Xi’an TG monthly club’s marketing strategy as the research object,comprehensively uses the literature research method,the case analysis method,the investigation method,the theory and the practical method to explain the marketing problems existing in the Xi’an TG monthly club,and uses the marketing-related theories to analyze and improve the deficiencies of marketing strategies for the TG monthly Club.The article first introduced the background of the paper’s writing and outlined the related theories of service marketing.Then,with the background of the Xi’an TG monthly club,the paper introduced the marketing status and specific problems of the club in detail;the macro environment and competitive environment of the TG monthly club marketing were analyzed,and SWOT analysis method was used to make marketing decisions on their advantages,disadvantages,opportunities and threats.Then,with the background of 7ps marketing combination method,we designed a complete program for marketing strategy of TG monthly Club,namely: through the differentiation of service products,the use of Internet marketing means to increase the propaganda of featured projects;adhere to the mid-to-high end market positioning of enterprises,and optimize service pricing and promotion methods;establish the institutionalization of the club service process and the standardization of tangible display;improve various personnel systems,and ensure the quality of employee service and the loyalty of employees to the club with a reasonable and efficient personnel system.Finally,from five aspects of operation and management protection,financial management protection,human resources protection,corporate culture protection and information technology protection,we put forward measures to improve the marketing strategy.Researching the marketing strategy of the Xi’an TG monthly club will not only expect it to gain a bigger market in standardized internal governance and positive external publicity,establish a good brand image,but also provide some references for the marketing strategies of the industries related to the maternal and child services.