I公司保健食品市场营销策略研究

发布时间：2018-04-19 15:42

本文选题：营销策略 + 直销　；参考：《华南理工大学》2014年硕士论文

【摘要】：受经济全球化、消费者生活方式变化的影响，保健食品产业竞争越来越激烈。经历连年高速增长之后，由于竞争加剧、中小企业快速追赶，I公司面临需要对公司的营销策略进行检讨和改进，以适应时代变化、保持快速增长、提升企业的产业地位并缩小与标杆企业的差距。基于上述情况，笔者试图运用在MBA课堂学到的相关市场营销理论知识结合具体的工作实践，为I公司的营销策略提出建议。运用PEST分析方法分析健康食品产业和直销行业的宏观环境，运用波特五力模型分析企业所处竞争环境和竞争对手，运用4Ps营销理论分析公司现状及存在问题，结合SWOT分析方法制定出企业的营销战略选择；在对目标消费者需求调研基础上，运用STP理论进行市场定位；最后根据调研的结果制定出公司的4Ps营销策略组合建议。分析发现，I公司在营销策略中存在如下不适应性：产品策略与企业战略目标不相匹配，，产品结构不完善；价格策略以单一的成本定价模式为主而无法形成强有力的竞争态势；渠道策略仅采用传统的直销渠道模式，没能很好借助信息技术发展来推动业务快速发展；促销策略中，与消费者的沟通方式不能适应时代变化，未能与消费者形成更好的沟通方式。本文通过运用相关营销理论，在对宏观环境、行业环境、竞争环境、公司内部环境、消费需求等分析的基础上，为I公司提出适应时代变化的市场营销策略组合建议：完善及调整产品结构来更好地为顾客创造价值；采取多元化的定价模式来提升竞争力；借助信息技术的发展有效提升e化直销的效率；调整与消费者的沟通方式以更好地实现促销策略。最后，对营销策略组合调整提出实施保障的建议，以期实现公司的持续快速发展。
[Abstract]:Affected by economic globalization and changes in consumer lifestyle, the health food industry is becoming more and more competitive.After years of rapid growth, due to the intensification of competition, small and medium-sized enterprises are faced with the need to review and improve their marketing strategies in order to adapt to the changes of the times and maintain rapid growth.Improve the industrial status of enterprises and narrow the gap with benchmark enterprises.Based on the above situation, the author tries to use the relevant marketing theory and practice learned in MBA classroom, and give some suggestions for the marketing strategy of I company.Using PEST analysis method to analyze the macro environment of healthy food industry and direct marketing industry, using Porter's five-force model to analyze the competitive environment and competitors of enterprises, and using 4Ps marketing theory to analyze the current situation and existing problems of the company.Combined with the SWOT analysis method to formulate the enterprise marketing strategy choice; on the basis of research on the target consumer demand, using the STP theory to position the market; finally, according to the results of the survey to formulate the company's 4Ps marketing strategy combination recommendations.It is found that the company has the following inadaptability in its marketing strategy: the product strategy is not matched with the enterprise strategic objectives, the product structure is not perfect, the price strategy is dominated by a single cost pricing model and cannot form a strong competitive situation.The channel strategy only adopts the traditional direct marketing channel mode, and fails to promote the rapid development of the business with the help of information technology development; in the promotion strategy, the way of communication with the consumers can not adapt to the change of the times.Failure to develop a better way of communicating with consumers.Based on the analysis of macro environment, industry environment, competition environment, internal environment, consumption demand and so on, this paper applies relevant marketing theory.Put forward the marketing strategy combination for I company to adapt to the change of the times: perfect and adjust the product structure to create value for the customer better, adopt the diversified pricing mode to enhance the competitiveness;With the help of the development of information technology, the efficiency of e-marketing can be improved effectively, and the communication mode with consumers can be adjusted to better realize the promotion strategy.Finally, some suggestions are put forward to ensure the adjustment of marketing strategy mix, in order to realize the sustained and rapid development of the company.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.82

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