汉尔斯公司生态健康饮的市场营销策略探讨

发布时间：2018-01-20 09:52

本文关键词： 生态健康饮益生菌保健品营销策略　出处：《华东理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国改革开放以来,随着国民经济的迅猛发展,生活水平的不断提升,人们的健康意识也在不断加强。同时,由于城市生活节奏加快,工作压力加大,使许多人处于亚健康状态。这为中国的保健品行业,尤其是被列入国家“十一五”规划重点产品目录中的益生菌保健品行业提供了广阔的发展空间和市场潜力。但另一方面,当越来越多的相关企业纷纷进军益生菌市场后,使市场竞争程度极速加剧,同时出现了产品同质化严重、营销策略单一、品牌建设缺失等一系列瓶颈问题。而一路攀升的各项费用成本也给我国的益生菌保健品企业带来了巨大压力。于是,如何用好有限的营销预算,通过恰到好处的营销和传播组合策略,从单一化走向多元化模式,从产品销售走向品牌推广,从而在竞争激烈的市场环境中立于稳固地位,并不断拓展更大的市场份额,成为摆在许多国内益生菌保健品企业面前一个迫在眉睫的重要课题。本文以汉尔斯公司的生态健康饮为研究对象,以分析其营销问题并具针对性地优化其营销策略为主线,运用图示法、对比分析法、数据统计法、市场调研法、定性与定量分析法、文献研究法、深度访谈法等多种研究方法,结合企业战略管理理论、市场核心竞争力理论、市场定位理论、市场营销理论、消费者行为学理论以及营销传播理论等理论基础,对益生菌保健品市场的营销环境和发展趋势进行分析；对汉尔斯公司整体经营状况与“汉尔斯”生态健康饮的经营数据进行分析；对“汉尔斯”的内外部竞争环境和自身竞争力进行分析；对“汉尔斯”目前在市场营销中存在的问题进行分析,提出了“汉尔斯”生态健康饮在市场定位、产品策略、渠道策略、价格策略、促销策略以及传播推广上的策略建议。其主导思想是围绕市场和消费者的需求来开展一切营销活动。一是根据市场细分选择最适合品牌和产品发展的目标市场并明确其市场定位；二是充分考虑目标市场的消费者行为特点,并在此基础上制定“汉尔斯”的4P优化组合策略；三是把单纯的产品广告转变为多元立体的品牌传播,将“汉尔斯”良好的品牌形象植入消费者的心目中,并产生强烈的品牌依赖感。本文作者考虑到汉尔斯公司拥有18年的发展历史,整体经营运作模式较为成熟规范,曾经一度成为益生菌保健品市场最受关注的企业之一,尤其与康立德公司的市场竞争也具有典型性,并且汉尔斯公司目前面临的瓶颈问题也是许多中小型保健品企业所遇到的共性问题,具有普遍性和代表性,希望通过本论文的分析研究能对国内类似的中小型保健品企业,甚至B2C企业起到一些帮助和借鉴作用。
[Abstract]:Since China's reform and opening up, with the rapid development of the national economy and the continuous improvement of living standards, people's health awareness has been constantly strengthened. At the same time, due to the accelerated pace of urban life, work pressure has increased. So that many people in a sub-health state. This is the health products industry in China. In particular, the probiotic health products industry, which is listed in the national "11th Five-Year Plan" key product catalogue, provides broad development space and market potential, but on the other hand. When more and more related enterprises enter the probiotic market, the market competition intensifies rapidly, at the same time, the product homogenization is serious, and the marketing strategy is single. Lack of brand construction and a series of bottlenecks. And the rising cost of probiotics and health products enterprises in our country has brought great pressure, so, how to use the limited marketing budget. Through the right combination of marketing and communication strategy, from the single to the diversification model, from product sales to brand promotion, thus in the fierce competition in the market environment in a stable position. It has become an urgent and important task for many domestic probiotic health products enterprises to expand their market share. This paper takes the ecological healthy drink of Hanles Company as the research object, analyzes its marketing problems and optimizes its marketing strategy as the main line, uses the graphic method, the contrast analysis method, the data statistics method, the market research method. Qualitative and quantitative analysis, literature research, in-depth interviews and other research methods, combined with the enterprise strategic management theory, market core competitiveness theory, market positioning theory, marketing theory. Based on the theory of consumer behavior and marketing communication, this paper analyzes the marketing environment and development trend of probiotic health products market. This paper analyzes the overall management situation of Hanles Company and the management data of "Hanles" ecological healthy drink. This paper analyzes the internal and external competitive environment and competitiveness of Hanles. This paper analyzes the problems existing in the marketing of Hanles, and puts forward the market orientation, product strategy, channel strategy and price strategy of "Hanles" ecological healthy drink. The main idea is to carry out all marketing activities around the needs of the market and consumers. The first is to select the target market which is the best fit for the brand and product development according to the market segmentation. Clear its market position; Second, fully consider the characteristics of consumer behavior in the target market, and on this basis, formulate the "Han's" 4P optimal combination strategy; The third is to transform the pure product advertisement into the multi-dimensional brand communication, to implant the good brand image of "Hals" into the consumer's mind, and to produce a strong sense of brand dependence. The author considers that Hals Company has 18 years of development history, the overall operating mode is more mature and standardized, once became one of the most concerned enterprises in the market of probiotic health products. In particular, the market competition with Cornelike is typical, and the bottleneck problems faced by Hanles are also the common problems encountered by many small and medium-sized health products enterprises, which have universality and representativeness. It is hoped that the analysis and research of this paper can help and draw lessons from similar small and medium health products enterprises and even B2C enterprises in China.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

【参考文献】