嘉康利（中国）日用品有限公司营养食品营销策略研究

发布时间：2018-06-01 16:33

本文选题：营销策略组合 + 市场营销分析　；参考：《吉林大学》2014年硕士论文

【摘要】：近年来，国家对于健康产业的投入在逐年的增加，同时也在不断的完善相关的政策和制度，以使健康产业能够保证健康、持续、有序、规模化的发展。随着行业的不断发展壮大，所带来的问题也有很多，营养品市场的无序经营以及不规范管理使得人们对于营养品企业的信任还有待提高。嘉康利（中国）日用品有限公司随着规模的不断扩大以及消费者的消费需求更加的多元化，公司的发展面临着很多的问题，如品牌知名度不高、产品结构不够优化、消费者的不认可、盈利能力低下、销售渠道难以扩张等，这些问题的限制了公司的进一步发展。本文希望通过对嘉康利(中国)日用品有限公司营养食品的市场营销进行分析为基础，，来选择适合嘉康利公司营养食品的营销策略，并运用STP对其营销策略进行相应的分析，进而确定其营养食品的细分市场、产品定位、市场定位、市场选择等目标，继而探讨嘉康利（中国）日用品有限公司营养食品的营销策略组合，提出适应公司发展的产品营销策略、定价机制、促销策略，并完善其营销保障体系。为嘉康利（中国）日用品有限公司提升核心竞争力、实现更好的发展提供了一些参考。本文的研究结论有：嘉康利（中国）日用品有限公司营养食品营销存在的问题有：品牌知名度和消费者认可度不高、产品结构不够优化、销售渠道扩张缓慢导致盈利能力不高，分析其原因主要有促销策略有待提高，产品缺乏多样性，主打产品和营销渠道模式单一；本文对嘉康利（中国）日用品有限公司营养食品营销的环境进行分析，使用STP策略对嘉康利（中国）日用品有限公司营养食品营销进行策略选择，最后提出嘉康利（中国）日用品有限公司营养食品营销组合策略及保障措施。营销组合策略包括：基于顾客需求的产品策略，基于顾客成本的价格策略，基于顾客便利的渠道策略和基于顾客沟通的促销策略。保障措施包括完善营销的组织架构、强化营销职能、产品质量保障、营销制度保障、经销商管理保障和其它方面的营销支持。
[Abstract]:In recent years, the country's investment in the health industry is increasing year by year, at the same time, it is constantly improving the relevant policies and systems, so that the health industry can ensure the healthy, sustainable, orderly and large-scale development. With the continuous development of the industry, there are also many problems, nutrition market disorder management and non-standard management make people to nutrition enterprises trust has yet to be improved. With the continuous expansion of the scale and the more diversified consumer demand, the company faces many problems, such as low brand awareness and poor product structure. Consumer disapproval, low profitability, difficult expansion of sales channels, these problems limit the further development of the company. Based on the analysis of the marketing of nutritious food in Jiakangli (China) Commodity Co., Ltd., this paper hopes to select the marketing strategy suitable for the nutritional food of the company, and use STP to analyze the marketing strategy accordingly. Then determine its nutritional food market segment, product positioning, market selection and other objectives, and then explore the Jia Kangli (China) Commodity products Co., Ltd. Nutritional food marketing strategy mix, Product marketing strategy, pricing mechanism, promotion strategy and perfect marketing guarantee system are put forward. It provides some reference for Jiakangli (China) Commodity Co., Ltd to enhance core competitiveness and achieve better development. The conclusions of this paper are as follows: the problems in nutrition food marketing of Jia Kangli (China) Co., Ltd., are not high brand awareness and consumer acceptance, the product structure is not optimized, and the slow expansion of sales channels leads to low profitability. The main reasons are that the promotion strategy needs to be improved, the product is lack of diversity, the main products and marketing channels are single. This paper analyzes the environment of nutritional food marketing of Jiakangli (China) Commodity Co., Ltd. This paper uses STP strategy to choose the nutrition food marketing strategy of Jiakangli (China) Commodity Co., Ltd., and finally puts forward the nutrition food marketing combination strategy and safeguard measures of Jia Kangli (China) Commodity products Co., Ltd. The marketing combination strategy includes: product strategy based on customer demand, price strategy based on customer cost, channel strategy based on customer convenience and promotion strategy based on customer communication. The guarantee measures include perfecting the organizational structure of marketing, strengthening marketing function, product quality assurance, marketing system guarantee, dealer management guarantee and other aspects of marketing support.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.82;F274

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