本文關(guān)鍵詞： 生態(tài)健康飲 益生菌保健品 營(yíng)銷策略　出處：《華東理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)改革開放以來(lái),隨著國(guó)民經(jīng)濟(jì)的迅猛發(fā)展,生活水平的不斷提升,人們的健康意識(shí)也在不斷加強(qiáng)。同時(shí),由于城市生活節(jié)奏加快,工作壓力加大,使許多人處于亞健康狀態(tài)。這為中國(guó)的保健品行業(yè),尤其是被列入國(guó)家“十一五”規(guī)劃重點(diǎn)產(chǎn)品目錄中的益生菌保健品行業(yè)提供了廣闊的發(fā)展空間和市場(chǎng)潛力。但另一方面,當(dāng)越來(lái)越多的相關(guān)企業(yè)紛紛進(jìn)軍益生菌市場(chǎng)后,使市場(chǎng)競(jìng)爭(zhēng)程度極速加劇,同時(shí)出現(xiàn)了產(chǎn)品同質(zhì)化嚴(yán)重、營(yíng)銷策略單一、品牌建設(shè)缺失等一系列瓶頸問題。而一路攀升的各項(xiàng)費(fèi)用成本也給我國(guó)的益生菌保健品企業(yè)帶來(lái)了巨大壓力。于是,如何用好有限的營(yíng)銷預(yù)算,通過恰到好處的營(yíng)銷和傳播組合策略,從單一化走向多元化模式,從產(chǎn)品銷售走向品牌推廣,從而在競(jìng)爭(zhēng)激烈的市場(chǎng)環(huán)境中立于穩(wěn)固地位,并不斷拓展更大的市場(chǎng)份額,成為擺在許多國(guó)內(nèi)益生菌保健品企業(yè)面前一個(gè)迫在眉睫的重要課題。 本文以漢爾斯公司的生態(tài)健康飲為研究對(duì)象,以分析其營(yíng)銷問題并具針對(duì)性地優(yōu)化其營(yíng)銷策略為主線,運(yùn)用圖示法、對(duì)比分析法、數(shù)據(jù)統(tǒng)計(jì)法、市場(chǎng)調(diào)研法、定性與定量分析法、文獻(xiàn)研究法、深度訪談法等多種研究方法,結(jié)合企業(yè)戰(zhàn)略管理理論、市場(chǎng)核心競(jìng)爭(zhēng)力理論、市場(chǎng)定位理論、市場(chǎng)營(yíng)銷理論、消費(fèi)者行為學(xué)理論以及營(yíng)銷傳播理論等理論基礎(chǔ),對(duì)益生菌保健品市場(chǎng)的營(yíng)銷環(huán)境和發(fā)展趨勢(shì)進(jìn)行分析；對(duì)漢爾斯公司整體經(jīng)營(yíng)狀況與“漢爾斯”生態(tài)健康飲的經(jīng)營(yíng)數(shù)據(jù)進(jìn)行分析；對(duì)“漢爾斯”的內(nèi)外部競(jìng)爭(zhēng)環(huán)境和自身競(jìng)爭(zhēng)力進(jìn)行分析；對(duì)“漢爾斯”目前在市場(chǎng)營(yíng)銷中存在的問題進(jìn)行分析,提出了“漢爾斯”生態(tài)健康飲在市場(chǎng)定位、產(chǎn)品策略、渠道策略、價(jià)格策略、促銷策略以及傳播推廣上的策略建議。其主導(dǎo)思想是圍繞市場(chǎng)和消費(fèi)者的需求來(lái)開展一切營(yíng)銷活動(dòng)。一是根據(jù)市場(chǎng)細(xì)分選擇最適合品牌和產(chǎn)品發(fā)展的目標(biāo)市場(chǎng)并明確其市場(chǎng)定位；二是充分考慮目標(biāo)市場(chǎng)的消費(fèi)者行為特點(diǎn),并在此基礎(chǔ)上制定“漢爾斯”的4P優(yōu)化組合策略；三是把單純的產(chǎn)品廣告轉(zhuǎn)變?yōu)槎嘣Ⅲw的品牌傳播,將“漢爾斯”良好的品牌形象植入消費(fèi)者的心目中,并產(chǎn)生強(qiáng)烈的品牌依賴感。 本文作者考慮到漢爾斯公司擁有18年的發(fā)展歷史,整體經(jīng)營(yíng)運(yùn)作模式較為成熟規(guī)范,曾經(jīng)一度成為益生菌保健品市場(chǎng)最受關(guān)注的企業(yè)之一,尤其與康立德公司的市場(chǎng)競(jìng)爭(zhēng)也具有典型性,并且漢爾斯公司目前面臨的瓶頸問題也是許多中小型保健品企業(yè)所遇到的共性問題,具有普遍性和代表性,希望通過本論文的分析研究能對(duì)國(guó)內(nèi)類似的中小型保健品企業(yè),甚至B2C企業(yè)起到一些幫助和借鑒作用。
[Abstract]:Since China's reform and opening up, with the rapid development of the national economy and the continuous improvement of living standards, people's health awareness has been constantly strengthened. At the same time, due to the accelerated pace of urban life, work pressure has increased. So that many people in a sub-health state. This is the health products industry in China. In particular, the probiotic health products industry, which is listed in the national "11th Five-Year Plan" key product catalogue, provides broad development space and market potential, but on the other hand. When more and more related enterprises enter the probiotic market, the market competition intensifies rapidly, at the same time, the product homogenization is serious, and the marketing strategy is single. Lack of brand construction and a series of bottlenecks. And the rising cost of probiotics and health products enterprises in our country has brought great pressure, so, how to use the limited marketing budget. Through the right combination of marketing and communication strategy, from the single to the diversification model, from product sales to brand promotion, thus in the fierce competition in the market environment in a stable position. It has become an urgent and important task for many domestic probiotic health products enterprises to expand their market share. This paper takes the ecological healthy drink of Hanles Company as the research object, analyzes its marketing problems and optimizes its marketing strategy as the main line, uses the graphic method, the contrast analysis method, the data statistics method, the market research method. Qualitative and quantitative analysis, literature research, in-depth interviews and other research methods, combined with the enterprise strategic management theory, market core competitiveness theory, market positioning theory, marketing theory. Based on the theory of consumer behavior and marketing communication, this paper analyzes the marketing environment and development trend of probiotic health products market. This paper analyzes the overall management situation of Hanles Company and the management data of "Hanles" ecological healthy drink. This paper analyzes the internal and external competitive environment and competitiveness of Hanles. This paper analyzes the problems existing in the marketing of Hanles, and puts forward the market orientation, product strategy, channel strategy and price strategy of "Hanles" ecological healthy drink. The main idea is to carry out all marketing activities around the needs of the market and consumers. The first is to select the target market which is the best fit for the brand and product development according to the market segmentation. Clear its market position; Second, fully consider the characteristics of consumer behavior in the target market, and on this basis, formulate the "Han's" 4P optimal combination strategy; The third is to transform the pure product advertisement into the multi-dimensional brand communication, to implant the good brand image of "Hals" into the consumer's mind, and to produce a strong sense of brand dependence. The author considers that Hals Company has 18 years of development history, the overall operating mode is more mature and standardized, once became one of the most concerned enterprises in the market of probiotic health products. In particular, the market competition with Cornelike is typical, and the bottleneck problems faced by Hanles are also the common problems encountered by many small and medium-sized health products enterprises, which have universality and representativeness. It is hoped that the analysis and research of this paper can help and draw lessons from similar small and medium health products enterprises and even B2C enterprises in China.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.72

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