Research On Marketing Strategy Of Yourbay Parent-child Library In Harbin Area

In recent years,parent-child reading has become more and more popular in the early education industry.Most practitioners and parents of children believe that parent-child reading is of great help to the growth and development of children.In 2020,with the arrival of the two-child era,the early education industry has mushroomed like mushrooms after a rain.The promotion of parent-child reading is also an important part of early education for infants and young children.More and more parents of infants and young children begin to pay attention to parent-child reading and begin to have the service demand of parent-child reading.Yourbay Parent-child Library was founded in 2009.It is the first early education institution in China that has the professional ability to promote parent-child reading.It aims to promote parent-child reading to more families and enrich children’s book reading.There are more than 4,000 Yourbay parent-child libraries in more than 300 cities in more than 30 provinces,autonomous regions and municipalities.However,in Harbin,the development of Yourbay is far behind that of other developed cities,which has problems such as relatively weak consumer awareness,large staff mobility,and single entity service form.Therefore,it is necessary to put forward targeted marketing strategies according to the actual situation in Harbin and the characteristics of Yourbay Parent-Child Library itself.In the process of research,this paper firstly sorts out the market status quo,problems encountered,characteristics and advantages of Yourbay Parent-Child Library in Harbin,and points out the main problems in the current marketing work.Through the macro and micro marketing environment analysis,confirm the advantages and disadvantages of the enterprise,identify the opportunities and threats of the enterprise.According to the SWOT analysis matrix,the company’s strengths,weaknesses,opportunities,threats and other factors are strategically matched to develop the SO strategy that should be chosen for Yourbay Parent-Child Library in Harbin: expand its competitive advantages,constantly innovate services,and effectively increase the dominant position of its product capabilities.Based on the market demand and new opportunities,make the target of expanding the market share in Harbin,improving the brand awareness,establishing the brand and forming a good brand effect,and enhancing customer satisfaction.Based on the geographical region and parents’ psychological dimension,this study segmented the parent-child reading market in Harbin,conducted a targeted market questionnaire survey according to its actual characteristics,and found out the actual problems existing in Yourbay.Finally,under the guidance of 7Ps theory,targeted marketing strategies are developed,namely STP strategy and 7P combination marketing strategy.Among them,product and service implementation of differentiation strategy,the formation of the industry’s personalized plate and service,reflecting the pertinence;In terms of price,price segmentation is carried out according to customer groups with different economic affordability to meet the needs of customers with different economic levels and enhance price competitiveness.In terms of channels,we should adopt a multi-channel strategy,pay attention to the development of network channels in the new era,increase investment in physical marketing,and improve the quality of franchisees,marketers and readers.Strengthen the design of sales promotion activities,increase the kinds of sales promotion means,make it keep up with the development situation of The Times;Different activity modes are set for different age groups to enhance awareness and brand influence.Finally,it puts forward the safeguard measures for the implementation of marketing strategy.It is expected that this research can lay a foundation for the market customers of Yourbay Parent-Child Library in Harbin area.Gradually enhance the influence and popularity of Yourbay Parent-Child Library in Harbin,and form a strong brand effect;It provides reference for Yourbay Parent-Child Library to expand marketing channels,design products and increase marketing performance in the field of parent-child reading promotion in China.