康化生物公司市場營銷策略研究
發(fā)布時間：2018-11-28 06:55
【摘要】：隨著我國經(jīng)濟的飛速發(fā)展,生活、工作節(jié)奏的加快,宣傳健康理念,倡導健康文化已成為時代的主流。因此,健康產(chǎn)業(yè)的發(fā)展前景相當看好!但保健品行業(yè)面臨諸多困難,營銷模式落后,市場占有率低,銷售渠道單一。因此只有了解企業(yè)內(nèi)外部環(huán)境狀況,并進行合理分析和預測,同時,認清企業(yè)營銷策略的優(yōu)勢和劣勢,運用營銷組合策略,才能解決企業(yè)在策略的制定、選擇、實施等方向的問題。 本文選擇康化生物有限公司的經(jīng)營現(xiàn)狀為研究對象,提出適合企業(yè)自身發(fā)展的市場營銷策略,運用SWOT分析工具分析康化公司的市場競爭狀況,對其面臨的機遇和挑戰(zhàn),從優(yōu)勢和劣勢等方面的分析,從中找出康化公司市場營銷方面存在的問題。最后,論文以市場營銷及戰(zhàn)略管理的基本原理和基本方法為依據(jù),應(yīng)用理論與實際相結(jié)合的方法,針對公司目前的營銷模式、渠道模式、組織結(jié)構(gòu)及人員培訓等方向,提出適合其發(fā)展的市場營銷策略,并為此制定與策略相適應(yīng)的實施措施。 通過本文研究,希望能為康化公司提高市場占有率,并能對保健品企業(yè)發(fā)展提出建設(shè)性的建議。
[Abstract]:With the rapid development of economy and the quickening pace of life and work, it has become the mainstream of the times to propagate the concept of health and advocate health culture. Therefore, the development prospects of the health industry is quite promising! But health products industry faces many difficulties, marketing model is backward, market share is low, sales channel is single. Therefore, only by understanding the internal and external environment of the enterprise, making reasonable analysis and prediction, recognizing the advantages and disadvantages of the marketing strategy of the enterprise, and applying the marketing combination strategy, can we solve the problem of making and choosing the strategy in the enterprise. The problem of equalizing implementation. In this paper, we choose the present management situation of Kanghua Biological Co., Ltd as the research object, put forward the marketing strategy suitable for the enterprise's own development, use the SWOT analysis tool to analyze the market competition situation of Kanghua Company, and analyze the opportunities and challenges it faces. From the analysis of advantages and disadvantages, we find out the problems in the marketing of Kanghua Company. Finally, based on the basic principles and methods of marketing and strategic management, the paper applies the method of combining theory with practice, aiming at the current marketing mode, channel mode, organizational structure and personnel training of the company. The marketing strategy suitable for its development is put forward, and corresponding implementing measures are made. Through the research of this paper, we hope to increase the market share for Kanghua Company and put forward constructive suggestions for the development of health products enterprises.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.7
本文編號：2362117
[Abstract]:With the rapid development of economy and the quickening pace of life and work, it has become the mainstream of the times to propagate the concept of health and advocate health culture. Therefore, the development prospects of the health industry is quite promising! But health products industry faces many difficulties, marketing model is backward, market share is low, sales channel is single. Therefore, only by understanding the internal and external environment of the enterprise, making reasonable analysis and prediction, recognizing the advantages and disadvantages of the marketing strategy of the enterprise, and applying the marketing combination strategy, can we solve the problem of making and choosing the strategy in the enterprise. The problem of equalizing implementation. In this paper, we choose the present management situation of Kanghua Biological Co., Ltd as the research object, put forward the marketing strategy suitable for the enterprise's own development, use the SWOT analysis tool to analyze the market competition situation of Kanghua Company, and analyze the opportunities and challenges it faces. From the analysis of advantages and disadvantages, we find out the problems in the marketing of Kanghua Company. Finally, based on the basic principles and methods of marketing and strategic management, the paper applies the method of combining theory with practice, aiming at the current marketing mode, channel mode, organizational structure and personnel training of the company. The marketing strategy suitable for its development is put forward, and corresponding implementing measures are made. Through the research of this paper, we hope to increase the market share for Kanghua Company and put forward constructive suggestions for the development of health products enterprises.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.7
【參考文獻】
相關(guān)期刊論文 前1條
1 曹曉春;營銷理論的十大發(fā)展[J];北京商學院學報;1995年04期
，本文編號：2362117
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