Research On The Improvement Of Marketing Channel Management Of Maternal And Infant Products From The Perspective Of Demand

With the rapid development of science and technology,to meet the needs as the core,the business model of constant updating and iteration is also in continuous innovation.In this environment,China's mother and baby products sales channels are also emerging.The traditional mother and baby stores,supermarkets,stores and other retail ways are no longer a single channel for the sale of mother and baby products.Large chain stores,ecommerce and other new channels have entered people's lives.All kinds of mother and infant products sales channels have their own characteristics and relative advantages and disadvantages.There are many factors that affect buyers to choose mother and infant products sales channels.In this paper,based on more than 300 people such as the buyer of mother and infant products and the employees of the industry,we have distributed an electronic questionnaire and collected 135 valid questionnaires.First hand data was obtained by questionnaire,and data was preprocessed by SPSS software,then reliability and validity analysis,descriptive analysis,correlation analysis,regression analysis were done.Based on the data,the hypothesis of demand and sales channel management of maternal and infant products buyers was verified.The results show that the factors that buyers pay more attention to when choosing the sales channels of mother and infant products are: the degree of professionalism of salesmen,whether they can continuously obtain professional advice,whether the product categories are complete,whether it is convenient to buy,product price,product quality,product brand,product safety,whether the product is suitable,recommendation of friends around them,recommendation of professionals,arrival speed,after-sale guarantee And so on.Different sales channels of maternal and infant products have their own advantages and disadvantages in terms of the above factors.Therefore,buyers usually choose relevant purchase channels based on their own conditions and needs.When the buyer has purchase behavior,the supply side should improve the service system in combination with its own positioning,improve the targeting rate of the target customers,better meet the needs of the buyer of maternal and infant supplies and effectively improve its performance.Therefore,based on big data driven,collaborative management and control of online service,offline experience and logistics is the development direction of the sales channel of maternal and infant products.