葆婴公司保健品直销模式的营销策略优化研究

发布时间：2018-04-28 02:01

本文选题：保健品 + 营销策略　；参考：《兰州大学》2017年硕士论文

【摘要】：随着改革开放的影响与推进,以及人们对健康意识的加强和生活品质的渴望,保健品行业成为现今社会不可或缺的行业,有着极具挑战性的发展机遇,它不仅直接关系到社会的发展,关系人们生活的方方面面,而且各行各业也与它息息相关,保健品企业长远稳定发展,葆婴公司因进入中国市场时间短,且通过口碑相传来拓展销售网络和市场,致使其品牌市场知名度不高、产品市场细分不完善、各产品价格定位有待调整等原因,要使要中国百花齐放的保健品市场脱颖而出,在市场上拥有自己的竞争优势,扎根于市场创造了蓬勃的生机,高效有序的营销策略又是其中关键点一个环节。本文共分六个部分:第一部分从保健品产业的PEST分析保健品产业和发展机遇,用4Ps理论分析直销模式下策略优化的意义;第二部分从葆婴公司保健品的现状并结合案例获得启示;第三部分对葆婴公司保健品的市场调研与诊断;第四部分葆婴公司保健品直销模式下产品、定价、渠道、营销推广、服务优化和品牌宣传优化策略;第五部分葆婴公司保健品直销模式下营销策略的实施和保障;第六部分研究结论与研究展望。本文运用了案例分析法、数据分析法及调查分析法,从产品、价格、服务、渠道、营销推广等方面分析了葆婴公司保健品营销策略存在的问题。因此本文提出了有助于葆婴公司提高营销实力的产品优化策略、定价优化策略、渠道优化策略、营销推广优化策略、服务优化策略、品牌宣传优化策略。使直销模式营销策略体系优化的有效路径,让葆婴公司在经济竞争日益激烈的环境中,提高利润增强企业的竞争力,促使葆婴公司利润最大化的目标的实现,对保健品企业的发展提供一定的实践参考意义。
[Abstract]:With the influence and promotion of reform and opening up, as well as people's desire for health awareness and quality of life, the health products industry has become an indispensable industry in today's society, and has a very challenging opportunity for development. It is not only directly related to the development of society, related to all aspects of people's lives, but also closely related to various industries. Health products enterprises have a long and stable development, and babycare companies have a short time to enter the Chinese market. And through word of mouth to expand the sales network and the market, resulting in its brand market awareness is not high, product market segmentation is not perfect, each product price positioning needs to be adjusted. Having its own competitive advantage in the market, rooted in the market has created a vigorous vitality, efficient and orderly marketing strategy is one of the key points. This paper is divided into six parts: the first part analyzes the health products industry and development opportunities from the PEST of the health products industry, using the 4Ps theory to analyze the significance of strategy optimization under the direct marketing mode; The second part draws inspiration from the current situation of babycare company's health products and combines the case; the third part is about the market investigation and diagnosis of babycare company's health products; the fourth part is about the products, pricing, channel, marketing promotion under the direct marketing mode of babycare company's health products. Service optimization and brand promotion optimization strategy; the fifth part of babycare company health products direct marketing strategy under the implementation and protection; the sixth part of the research conclusions and research prospects. This paper uses case analysis, data analysis and investigation analysis to analyze the problems existing in babycare company's health product marketing strategy from the aspects of product, price, service, channel, marketing promotion and so on. Therefore, this paper puts forward the product optimization strategy, pricing optimization strategy, channel optimization strategy, marketing promotion optimization strategy, service optimization strategy and brand propaganda optimization strategy which are helpful to improve the marketing strength of babycare company. The effective way to optimize the marketing strategy system of direct-selling mode, let babycare company in the increasingly fierce economic competition environment, increase profits to enhance the competitiveness of enterprises, promote the realization of the goal of maximization of profit of babycare company. For the development of health products enterprises to provide a certain practical reference.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.82

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