老来寿生物公司保健品营销模式研究

发布时间：2018-04-23 16:49

本文选题：老来寿 + 营销　；参考：《山东大学》2006年硕士论文

【摘要】：中国保健品行业是一个新兴的行业，近年来得到了迅速的发展。但是，随着中国加入WTO，越来越多的中国公司和跨国企业进入这一市场，，营销模式趋同，竞争异常激烈。本文以老来寿生物公司保健品的营销模式为研究对象，研究开发独具特色的营销模式，对保健品企业的长期发展具有重要的战略意义，对老来寿生物公司和其它保健品企业都具有重要的应用价值。本文主要采用定性研究、比较研究、理论与实践结合等方法，对中国保健品市场的现状、保健品营销模式的特点及其发展趋势进行了定性分析，并对传统营销模式与新兴营销模式进行了比较；在此基础上，分析了老来寿生物公司的现有营销模式的成就、存在的问题及所处的社会环境，进行了营销模式的创新设计。本文的创新之处在于：创建了符合老来寿生物公司营销实际的营销模式——以老来寿俱乐部为主，以软文广告及专卖店柜为辅的营销模式。本文共分六章来开展课题的研究。分析了与保健品市场有关的基本概念及发展历程，对保健品市场传统的营销模式与新兴的营销模式进行了比较，并总结了保健品营销模式的特点及发展趋势；根据老来寿生物公司的营销现状，针对老来寿生物公司现有营销模式存在的问题，进行了营销新模式的设计；并对老来寿生物公司营销新模式的实施提出了具体措施。
[Abstract]:China's health products industry is a new industry, in recent years has been rapid development. However, with China's entry into WTO, more and more Chinese companies and multinational enterprises enter this market, and the marketing model converges and the competition is extremely fierce. This paper takes the marketing mode of health products of Laolaishou Biological Company as the research object, and studies and develops the unique marketing mode, which has important strategic significance for the long-term development of health products enterprises. It has important application value to LaoLishou Biological Company and other health products enterprises. In this paper, qualitative research, comparative study, combination of theory and practice are used to qualitatively analyze the current situation of Chinese health products market, the characteristics of health products marketing model and its development trend. On the basis of the comparison between the traditional marketing model and the new marketing model, this paper analyzes the achievements, problems and social environment of the existing marketing model of Laolaishou Biological Company, and designs the innovative marketing model. The innovation of this paper lies in the creation of a marketing model which accords with the marketing practice of Laolaishou Biological Company-the marketing model which is mainly based on Laolaishou Club and supplemented by soft text advertisements and special store cabinets. This paper is divided into six chapters to carry out the research. This paper analyzes the basic concepts and development course related to the health products market, compares the traditional marketing mode with the new one, and summarizes the characteristics and development trend of the health products marketing mode. According to the current marketing situation of Laolaishou Biological Company, this paper designs a new marketing model for Laolaishou Biological Company, and puts forward some concrete measures for the implementation of the new marketing mode of Laolaishou Biological Company.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.7

【引证文献】