Marketing Strategy Research Of R Brand Baby Stroller

Baby products industry is known as the sunrise industry.With the rapid development of China’s economy,coupled with the implementation of the "universal two-child" policy,and the improvement of consumption power brought by the urbanization rate,China’s baby and child products market has been developing rapidly.As one of the categories of baby products,children’s carts show the characteristics of many market brands,many product categories,serious homogenization and fierce market competition.With the age iteration of consumers and the change of consumption concepts,many new features have emerged in the market.In the competition,domestic brands are also in an obviously inferior position.R brand is a brand founded by the author in 2018,which mainly produces trolleys suitable for infants aged 0-3 years.In the operation,I gradually found that there were serious deficiencies in marketing,with slow sales growth and no significant improvement in popularity and market share.As a new brand how to choose an effective marketing strategy,the use of industry policies and their own advantages to develop,is the focus of this paper.Firstly,this paper studies the related theories of marketing,and expounds the application of the related theories at home and abroad.Secondly,based on the marketing status quo of R brand children’s trolleys,the main competitors are analyzed.Thirdly,by studying the industrial layout,market capacity,industrial chain and value chain,and the competitive advantages of typical enterprises,the market and competition of the children’s stroller industry are analyzed.Through the analysis of product characteristics,target customer group characteristics,purchase behavior of target customer group,combined with SWOT matrix analysis and market segmentation analysis,the market positioning and target customers of R brand children’s trolley are obtained.Finally,combined with the marketing4 P theory,the appropriate product strategy,pricing strategy,channel strategy and promotion strategy,as well as the implementation of these strategies safeguard measures.This paper points out the direction for the future management of R brand through sorting out the marketing strategy,and plays the purpose of applying what we have learned.At the same time,I also hope to provide some references for the brand development ideas of the whole children’s cart industry practitioners in the seriously homogenized market competition environment.