哈尔滨龙达保健品有限公司营销策略研究

发布时间：2018-08-22 21:25

【摘要】：我国糖尿病患病人群位居全球第一,全球每3-4个糖尿病患者中就有一位来自我国。糖尿病患病数量不断上升的趋势给糖尿病治疗药品和保健品带来了高速增长的机会,其市场增长空间也将十分巨大。哈尔滨市龙达保健品有限公司,是一家生物科技有限公司。主要生产、经营面向糖尿病病人的辅助降糖食品及保健品。和其他企业保健品公司一样同样该公司也面临着巨大的市场竞争压力,公司在营销过程也暴露处很多问题。如,顾客对公司产品市场评价不一;产品品牌认知度低;公司销售渠道单一等。通过研究发现造成这些问题的原因集中于公司本身产品缺陷;公司产品推广能力不强;销售渠道传统。为解决公司这些问题,在分析的基础上为龙达公司制订了STP战略,并提出了市场营销优化策略。为保证龙达公司市场营销策略能够更为顺利进行,本文还为公司在文化建设、团队建设及终端门店管理方面提出了建设性意见,为公司营销策略的开展提供了实施保障。希望本文的研究能为龙达保健品公司现有市场营销策略改进提供依据。同时,也能够为其它保健品企业市场营销策略制定提供参考。
[Abstract]:China has the highest number of diabetes patients in the world, and one out of every 3-4 diabetics in the world comes from China. The increasing trend of the number of diabetes patients has brought a rapid growth opportunity for diabetes treatment drugs and health products, and the market growth space will also be very large. Harbin Longda Health products Co., Ltd. is a biotechnology limited company. The main production, management of diabetes patients with auxiliary hypoglycemic food and health products. Like other health care companies, the company also faces huge market competition pressure, the company in the marketing process exposed a lot of problems. For example, the customers of the company's product market evaluation; low product brand awareness; the company's single sales channel and so on. Through the research, it is found that the causes of these problems lie in the company's own product defects, the company's product promotion ability is not strong, and the sales channel is traditional. In order to solve these problems, the STP strategy and marketing optimization strategy are formulated for Lunda Company on the basis of analysis. In order to ensure that the marketing strategy of Lunda Company can be carried out more smoothly, this paper also puts forward constructive suggestions for the cultural construction, team building and terminal store management of the company, and provides the implementation guarantee for the development of the marketing strategy of the company. Hope this research can provide the basis for the improvement of the existing marketing strategy of Longda Health products Company. At the same time, can also provide a reference for other health products enterprises to formulate marketing strategies.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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