| With a series of new factors such as the decline in the childbearing willingness of socially-aged people,a significant impact of online channels,and a change in the new generation of consumer preferences,competition in the infant milk powder industry has become increasingly fierce.New technologies such as AI and 5G-driven digital close the relationships between retail industry with the Internet.And the trende has been taken highly attention from the infant milk powder companies and the stores.On the one hand,how to seize the opportunity of transformation under the digital economy is the focus of attention for The C Company,the opportunity means a new way to enhance their competitive advantages in the current competition;On the other hand,the path for stores witch under a long-term extensive management model to find a new force to drive the performance growth is also a problem that has puzzled stores for a long time.Since The C Company put forward a special plan for 'Deepening reform' of channels in 2019,the Henan Company of The C Company has focused on the group's theme of shaping the image of a service-oriented brand and using digital platforms to support and help store transformation.In order to realize a growth in sales and help stores achieve transformation,Henan Company should combine the current dilemma with the operating difficulties of stores.Based on this,this article takes the C brand's Henan market as the research object.First,it analyzes the current status of C brand marketing from the 4P Theory.Secondly,it collects the judgement of stores in the region through questionnaires under the framework of 4C Theory.Finally,the SWOT analysis method is used to summarize the situation of the C brand Henan Company in four aspects: strengths,weaknesses,threats,and opportunities.Then,the SWOT matrix analysis is used to select the direction of the combination strategy.Finally,a series of marketing strategy suggestions and corresponding implementation guarantee are formed. |
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