Research On The Optimization Of Marketing Strategy Of S Group’s Poubeishu Infant Milk Powder

Today,China’s economy is developing rapidly,the consumption level is rising,and the cost of raising infants is also increasing.In the area of infant food,parents’ attention to the safety of infant milk powder is the top priority.Under the current situation that the state encourages fertility,the fertility desire of the social school-age population has declined.At the same time,The strong impact of online channels on offline channels has changed consumers’ behavior and consumption habits.In this state,Feihe,Junlebao and Yili have taken certain online market shares.At present,the products on the market are diversified,and the product information is transparent.The right of discourse of the products has been changed from the seller to the buyer.In the face of the shrinking market capacity of infant milk powder,the change of channels,and the impact of various series of infant milk powder at home and abroad,S Group is facing certain challenges in terms of how to improve market share,steadily increase sales,and develop feasible marketing strategies.In this paper,the research object is "Poubeishu" infant milk powder" under S Group.Firstly,the current research status of infant milk powder at home and abroad is introduced,followed by the marketing status of S Group’s "Poubeishu" infant milk powder.At the same time,the problems encountered in the current marketing strategy of Poubeishu infant milk powder are analyzed according to the consumer questionnaire survey.The problems were found mainly in the relatively low satisfaction of milk powder packaging,the lack of brand spokesmen,the insufficient use of e-commerce channels,and the lack of innovation in promotion methods.We continue to analyze the marketing environment of "Poubeishu" infant milk powder,Including infant milk powder industry macro,industry and micro environment analysis Then STP theory is used to analyze the "Poubeishu" infant milk powder.Through the analysis of the market segmentation,target market selection and market positioning of "Poubeishu" infant milk powder,the results show that "Poubeishu" infant milk powder has advantages but also faces great challenges.There are strong competitors such as Feihe,Junlebao and Yili in China,and foreign dairy enterprises have sunk channels to seize the market.Therefore,"Poubeishu" infant milk powder is facing serious challenges.Based on the above analysis,this paper optimizes the marketing strategy of "Poubeishu" infant milk powder: In terms of products,increase the cost of brand promotion,strictly abide by product quality,hire appropriate spokespersons;In terms of price,stabilize the current market price without price war;In terms of channels,we should control channel channeling and create a model combining online and offline.In terms of promotion,we should innovate promotion methods,use big data to accurately reach target consumer groups,and strengthen new media marketing.The optimization strategy of this paper is based on the existing marketing strategy problems of "Poubeishu" infant milk powder by applying 4P theory.In order to ensure the implementation of the optimization strategy of "Poubeishu" infant milk powder,this paper puts forward safeguard measures from the aspects of organization,manpower,capital,technology and system.