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十八届三中全会提出“单独二胎”政策,推动我国进入新一期的婴儿潮。新生儿人口规模扩大,我国第一代独生子女进入生育期,新生儿家庭结构向“421”养育模式转变的社会大环境下,都将为母婴等相关行业带来新契机。在母婴用品需求大情况下,国内市场却呈现弱品牌的情况。本文通过对母婴用品市场现状和趋势的调研,进一步分析企业如何在当前环境把握时机,规划与市场现状相符合的母婴品牌,以品牌风格、品牌识别、营销策略三个方面分别讨论如何建立强品牌性的母婴品牌。
The Third Plenary Session of the 18th CPC Central Committee put forward the policy of “separate second child” to push our country into a new phase of baby boom. With the expansion of the population of newborns, the first generation of only-child children in China will enter a new stage of development and the family structure of newborns will change its mode of nourishing to “421”. All these will bring new opportunities for related industries such as mother-baby. In the case of large demand for baby products, the domestic market has shown a weak brand situation. Based on the investigation of the current situation and trend of maternal and child products market, this paper further analyzes how to grasp the opportunity in the current environment and plan the maternal and infant brand which is in line with the current situation of the market. The paper discusses how to establish the brand in terms of brand style, brand identification and marketing strategy Strong brand of maternal and child brand.