Shenzhen infant health club marketing strategy research
|School||Kunming University of Science and Technology|
|Keywords||Shenzhen infant health care club marketing strategy|
As a rising industry in Shenzhen, the infant care service has been undergoing some rapid growth especially over the last ten years, due to China’s baby booms of the 70th and 80th. The increasing demand of the infant care of 0-6 years old drives this service from home-based to a growing commercialized market. Despite of its high cost, this service has become more and more attractive among the younger parents. At present, there are about 300 newborns in Shenzhen every day. And this has created a great opportunity for many entrepreneurs to enter this market as service providers.In this article, we study the infant care market at Shenzhen, examine its present situation and existing problems with the theory of marketing. Our focus is on a local infant health care club. We have designed the questionnaires and conducted a survey with the club. We have analyzed the collected data from the survey using the SWOT analytical method, in terms of the infant care market environment, demand scale, challenges, and opportunities. We conclude that this market has very intense competition but still a great potential at the same time.On these grounds, after subdividing, choosing and locating the market, we create marketing strategies for this infant health care club. We also put forward a combined marketing strategy in the aspects of the product, pricing, channel and promotion. We hope the findings conduce to the sustainable and stable development of the clubs.