AK保健品公司营销策略的制定与实施

发布时间：2018-03-24 09:32

本文选题：保健品　切入点：营销策略　出处：《西北大学》2015年硕士论文

【摘要】：近几年保健品市场非常走俏,被认为是“钱景”不错的行业,但是保健品市场的混乱现象令很多人担忧,尤其是保健品的诚信问题,是消费者最关心的问题之一。在这种市场混乱的大环境下,只有在消费者心目中建立一个良好的品牌,企业才会在激烈的市场竞争中立于不败之地。本文研究的内容为：我国保健品营销模式及存在的问题、AK保健品公司概况及营销活动现状、AK公司制定营销策略的必要性、如何制定AK公司的营销策略。AK保健品公司成立于2005年,主要经营冬虫夏草、枸杞、参茸等保健产品。公司的营销活动目前以传统方式和互联网相结合的方式展开。本论文的研究思路：AK保健品公司在制定营销策略时首先要根据STP相关理论对AK公司的保健产品进行评估、并对市场需求和消费地区进行分析,从而确定产品具体的市场消费群体和消费方式,然后根据营销组合4Ps、4Cs等相关理论及方法对AK公司的产品研发、价格确定、销售方式及促销方案等形成全新的营销方案,策略如下：产品设计策略：1.设计合适的包装;2.确保产品质量；3.不断研发新产品产品定价策略：1.价值定价；2.差异化定价；3.目标客户定价。渠道选择策略：1.线上与线下相结合；2.采取碎片化市场的渠道模式；3.加强营销渠道管理。促销方式策略：1.会员制；2.折扣促销；3.购满额度折扣优惠或送礼品。本文以AK公司为研究对象,对其制定的营销策略进行探讨过程中,站在营销理论方法论层面进行分析,根据公司营销实情,构建营销战略机制,同时在采取样卷调查、走访座谈等方式的基础上,建立模型进行充分论证。整体而言,本文提出的营销策略能够在实践中进行试点运用。本文通过对我国保健品行业大环境、我国保健品营销模式和其他各方面的研究分析,得出了未来几年保健品行业在我国有很好的发展前景这一理论,同时也发现了我国保健品市场目前存在的一系列问题及消费者担忧的种种问题,从而也为解决这些问题提供了新的思路。本文通过对AK公司营销模式的研究,为AK公司制定营销策略提供了新的方案。
[Abstract]:In recent years, the health products market has been very popular and is regarded as a good "money scene" industry. However, the confusion in the health products market has caused many people to worry, especially about the integrity of health products. Is one of the most important concerns of consumers. In such a chaotic market environment, it is only in the eyes of consumers that a good brand can be established. Only in the fierce market competition will the enterprise be in an invincible position. The contents of this paper are as follows: the general situation of AK Health products Company and the current situation of marketing activities of AK Health products Company and the necessity for AK Company to formulate marketing strategy, the main contents of this paper are as follows: (1) China's health products marketing model and existing problems; How to formulate AK Company's Marketing Strategy. AK Health products Company was established in 2005, mainly engaged in Cordyceps sinensis, Lycium barbarum, At present, the marketing activities of the company are carried out in the traditional way and the Internet. The research thought of this paper is that when formulating the marketing strategy, the company should first use the relevant theory of STP to analyze the AK company. The Department's health products are evaluated, The market demand and consumption area are analyzed to determine the specific market consumption group and consumption mode, and then according to the relevant theories and methods of marketing combination 4Psf4Cs, the product development and price of AK company are determined. A brand new marketing plan is formed, such as sales methods and sales promotion schemes. The strategy is as follows: product design strategy: 1. Design the right packaging. Ensure the quality of the product. Continuously develop new product pricing strategy: 1. Value pricing 2. Differential pricing 3. Target customer pricing. Channel selection strategy: 1. Online and online. 3. Strengthen marketing channel management. Promotion strategy: 1. Membership system. 2. Discount sales promotion. 3. Buy full discount discount or gift. This paper takes AK Company as the research object. In the process of discussing its marketing strategy, it analyzes the marketing theory and methodology, constructs the marketing strategy mechanism according to the marketing facts of the company, and at the same time, on the basis of adopting sample volume investigation, visiting the discussion and so on. As a whole, the marketing strategy put forward in this paper can be applied in practice. Through the research and analysis of the environment of health products industry, the marketing model of health products in China and other aspects, The theory that the health products industry has a very good development prospect in our country in the next few years is obtained. At the same time, we also find a series of problems existing in the health care products market of our country and various problems that consumers are worried about. Through the research on the marketing mode of AK Company, this paper provides a new plan for AK Company to formulate marketing strategy.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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