Marketing Strategy Research On H:A Brand Of Baby Diapers

Driven by the continuous development of the market economy and Internet technology,the competition is becoming increasingly fierce for China's baby diaper market.On the one hand,it is against a backdrop of new e-commerce that cross-border e-commerce and social e-commerce keep gaining momentum,enabling Japanese diaper brands,such as Kao,GOO.N,MamyPoko and so forth to easier enter the Chinese market and snatch away a large number of Chinese consumers.On the other hand,a host of domestic baby diaper brands sprang up owing to the implementation of the universal two-child policy,and by means of providing lower price and availing themselves of the emerging e-commerce channels,they immediately gained the upper hand over the traditional ones,which in turn led the competition in the domestic baby diaper industry to a even higher degree.H company,as one of the top ten domestic diaper brands in China,has a history of more than 20 years.Though all the proud achievements made in sales show its popularity among consumers,H company,in the face of the current fierce competition in the industry,is also confronted with great challenges and uncertainties in its marketing and operation.As a result,it has became part and parcel of H's marketing strategy research to better its policies and thus increase its market share,in response to the concussion from foreign diaper brands.This thesis takes H company as the research object seeing that the author have been working in baby diaper industry since 2010,and in practice,have learned the ropes of the company's marketing strategy.Specifically,It analyzes H company's marketing strategy by combining theories of 4Ps and 4Cs,thereby demonstrating its shortcomings and providing the corresponding solutions.The thesis first reviews both the relevant marketing theories and marketing tools.Later,it elaborates the external environment and internal conditions of diaper market by conducting a SWOT analysis on the H brand,which is then followed by a study of market segmentation,market choosing and market positioning.Ultimately,it dissects the H brand's marketing strategy based on 4Ps theory and proposes the suggestions for its optimization.It is hoped that,by doing so,the thesis can provide China's domestic baby diaper companies with certain ideas to the benefit of their production and operation.