康化生物公司市场营销策略研究
发布时间：2018-11-28 06:55
【摘要】：随着我国经济的飞速发展,生活、工作节奏的加快,宣传健康理念,倡导健康文化已成为时代的主流。因此,健康产业的发展前景相当看好!但保健品行业面临诸多困难,营销模式落后,市场占有率低,销售渠道单一。因此只有了解企业内外部环境状况,并进行合理分析和预测,同时,认清企业营销策略的优势和劣势,运用营销组合策略,才能解决企业在策略的制定、选择、实施等方向的问题。 本文选择康化生物有限公司的经营现状为研究对象,提出适合企业自身发展的市场营销策略,运用SWOT分析工具分析康化公司的市场竞争状况,对其面临的机遇和挑战,从优势和劣势等方面的分析,从中找出康化公司市场营销方面存在的问题。最后,论文以市场营销及战略管理的基本原理和基本方法为依据,应用理论与实际相结合的方法,针对公司目前的营销模式、渠道模式、组织结构及人员培训等方向,提出适合其发展的市场营销策略,并为此制定与策略相适应的实施措施。 通过本文研究,希望能为康化公司提高市场占有率,并能对保健品企业发展提出建设性的建议。
[Abstract]:With the rapid development of economy and the quickening pace of life and work, it has become the mainstream of the times to propagate the concept of health and advocate health culture. Therefore, the development prospects of the health industry is quite promising! But health products industry faces many difficulties, marketing model is backward, market share is low, sales channel is single. Therefore, only by understanding the internal and external environment of the enterprise, making reasonable analysis and prediction, recognizing the advantages and disadvantages of the marketing strategy of the enterprise, and applying the marketing combination strategy, can we solve the problem of making and choosing the strategy in the enterprise. The problem of equalizing implementation. In this paper, we choose the present management situation of Kanghua Biological Co., Ltd as the research object, put forward the marketing strategy suitable for the enterprise's own development, use the SWOT analysis tool to analyze the market competition situation of Kanghua Company, and analyze the opportunities and challenges it faces. From the analysis of advantages and disadvantages, we find out the problems in the marketing of Kanghua Company. Finally, based on the basic principles and methods of marketing and strategic management, the paper applies the method of combining theory with practice, aiming at the current marketing mode, channel mode, organizational structure and personnel training of the company. The marketing strategy suitable for its development is put forward, and corresponding implementing measures are made. Through the research of this paper, we hope to increase the market share for Kanghua Company and put forward constructive suggestions for the development of health products enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.7
本文编号：2362117
[Abstract]:With the rapid development of economy and the quickening pace of life and work, it has become the mainstream of the times to propagate the concept of health and advocate health culture. Therefore, the development prospects of the health industry is quite promising! But health products industry faces many difficulties, marketing model is backward, market share is low, sales channel is single. Therefore, only by understanding the internal and external environment of the enterprise, making reasonable analysis and prediction, recognizing the advantages and disadvantages of the marketing strategy of the enterprise, and applying the marketing combination strategy, can we solve the problem of making and choosing the strategy in the enterprise. The problem of equalizing implementation. In this paper, we choose the present management situation of Kanghua Biological Co., Ltd as the research object, put forward the marketing strategy suitable for the enterprise's own development, use the SWOT analysis tool to analyze the market competition situation of Kanghua Company, and analyze the opportunities and challenges it faces. From the analysis of advantages and disadvantages, we find out the problems in the marketing of Kanghua Company. Finally, based on the basic principles and methods of marketing and strategic management, the paper applies the method of combining theory with practice, aiming at the current marketing mode, channel mode, organizational structure and personnel training of the company. The marketing strategy suitable for its development is put forward, and corresponding implementing measures are made. Through the research of this paper, we hope to increase the market share for Kanghua Company and put forward constructive suggestions for the development of health products enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.7
【参考文献】
相关期刊论文 前1条
1 曹晓春;营销理论的十大发展[J];北京商学院学报;1995年04期
，本文编号：2362117
本文链接：https://www.wllwen.com/guanlilunwen/shengchanguanlilunwen/2362117.html
