Research On The Marketing Strategy Of Herb Garden

With the implementation of two-child policy in 2016,it shows that the "4th baby boom" started in China,driving the rapid market development of China's mother and baby products.In the end of 2015,the number of children in 0-4 years old was 80.14 million.It is predicted that it will reach 98 million.Research predicts that in the end of 2018,the China's mother and baby family group scale would be 286 million.Mother and baby economy with the unit of the family is rapidly developing.In 2017,the network retailing market trading scale of China's mother and baby products reached 387.75 billion RMB,which was compared by 32.3%comparing with the year of 2016.It is predicted that in 2020.the network retailing market trading scale of China's mother and baby products will be 663.72 billion RMB.Herb Garden is an almighty baby nursing institution that solves a problem for sensitive skin by using mother and baby aromatherapy,provides various solutions for problems in pregnant and puerperal period and newborns,and regulates puerperal fever after postpartum.In this paper,by regarding Herb Garden as a research object,the main contents are divided into five parts.In chapter one,the author comprehensively analyzes the research background and significance of mother and baby products and comes up with the research contents and methods of this paper after analyzing the domestic and overseas status study about mother and baby products.In chapter two,the author sorts out the theories relating to the marketing strategy study,including PEST analysis method,Boston matrix,STP theory,marketing 4P,4C and 4R theory,as well as correlation theory of the consumer behavior.According to the theoretical study of predecessors,the author provides the scientific research tramework and reference basis for the subsequent marketing strategy of Herb Garden.In chapter three,the author analyzes the market status of China's mother and baby products.To be specific,the author analyzes the influences of policy environment social culture and technical progress on mother and baby products from the macroscopic and microscopic perspectives.In chapter four,the author elaborates the status of Herb Garden Group,respectively takes advantage of STP theory and 4P marketing theory to analyze the status of Herb Garden,and summarizes the critical problems.In Chapter five,by combining with problems found out in the last chapter,the author further studies and puts forward the feasible constructive suggestion.First of all,the author redefines the consumer positioning and product positioning,integrates and upgrades the distribution channel,finally emphasizes on reshaping the relation between brands and consumers,and constructs the high-quality image.By virtue of the above-mentioned analysis and discussion,the author draws the following conclusions in this paper.By taking full advantage of the theoretical knowledge of marketing and combining with market practice experience in mother and baby products,the company should comprehensively analyze the current marketing strategy of the company,suitably adjust its marketing mode based on the existing problems of the company,focus on developing the innovative business mode in operation management,open the almighty baby nursing center,and overturns the traditional and stiff sales mode of baby industry into the one-stop brand operation mode of innovative experience.