青岛太力健公司保健品海外营销策略研究

发布时间：2018-03-09 14:01

本文选题：保健品　切入点：海外营销　出处：《广西民族大学》2017年硕士论文　论文类型：学位论文

【摘要】：进入21世纪以来,全球居民的健康消费逐年攀升,对保健品的需求十分旺盛。在按国际标准划分的15类国际化产业中,医药保健业是世界贸易中增长最快的五个行业之一,保健品的销售额以每年14%的速度增长。面对国内外保健品市场的巨大机会,开拓海外市场走国际化道路逐渐成为相关企业的战略选择。本文以山东青岛太力健公司为对象研究其海外营销策略。首先在阐述相关公司战略管理理论、市场营销理论等基本理论的基础上,结合青岛太力健公司的发展现状与规划,利用SWOT分析法对青岛太力健公司开拓海外市场的优势、劣势、机会、威胁等进行了可行性分析,指出公司面对国内外保健品市场的巨大机会及激烈竞争的威胁,走国际化道路进行海外营销是可行的,但必须充分发挥优势避开劣势;其次运用市场细分理论、差异化战略等理论,对太力健公司保健品开拓韩国、新加坡和俄罗斯等三个海外目标市场进行了详细分析,结合三个国家各自的经济文化等因素,重点分析了目标市场中的定价策略及营销模式,建议公司针对不同的目标市场因地制宜地采取不同的营销策略;最后本文分析了青岛太力健公司在海外营销时可能存在的问题进行了分析并提出了应对措施。本文对海外营销策略的研究可以使太力健公司扬长避短,提高市场竞争力,对保健品营销以及保健品行业的发展具有一定的借鉴意义,同时也对一线营销人员、管理者及相关研究人员具有一定的参考意义。
[Abstract]:Since 21th century, the health consumption of global residents has been rising year by year, and the demand for health products is very strong. Among the 15 international industries classified by international standards, the medical and health care industry is one of the five fastest growing industries in world trade. The sales of health products are growing at a rate of 14% per year. It is gradually becoming a strategic choice for related enterprises to develop overseas markets. This paper studies the overseas marketing strategy of Shandong Qingdao Tailijian Company. Firstly, it expounds the strategic management theory of related companies. On the basis of marketing theory and other basic theories, combined with the development status and planning of Qingdao Tailijian Company, the feasibility analysis of Qingdao Tailijian Company's development of overseas market is carried out by using SWOT analysis method, such as the advantages, disadvantages, opportunities and threats of Qingdao Tailijian Company. It is pointed out that it is feasible for the company to take the international road to carry out overseas marketing in the face of the huge opportunities and the threat of fierce competition in the domestic and foreign health products market, but it must give full play to its advantages and avoid its disadvantages; secondly, it uses the theory of market segmentation. Based on the theory of differentiation strategy, this paper makes a detailed analysis of the three overseas target markets of Tailijian's health products, including South Korea, Singapore and Russia, and combines the respective economic and cultural factors of the three countries. This paper mainly analyzes the pricing strategy and marketing mode in the target market, and suggests that the company adopt different marketing strategies according to different target market. Finally, this paper analyzes the possible problems in overseas marketing of Qingdao Tailijian Company and puts forward some countermeasures. The research on overseas marketing strategy can make Tailijian Company take advantage of its advantages and avoid its weaknesses and improve its market competitiveness. It has some reference significance for health products marketing and the development of health products industry, but also for front-line marketing personnel, managers and related researchers.
【学位授予单位】：广西民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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