本文選題：保健品 + 營銷策略��； 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：隨著改革開放的影響與推進(jìn),以及人們對健康意識的加強和生活品質(zhì)的渴望,保健品行業(yè)成為現(xiàn)今社會不可或缺的行業(yè),有著極具挑戰(zhàn)性的發(fā)展機遇,它不僅直接關(guān)系到社會的發(fā)展,關(guān)系人們生活的方方面面,而且各行各業(yè)也與它息息相關(guān),保健品企業(yè)長遠(yuǎn)穩(wěn)定發(fā)展,葆嬰公司因進(jìn)入中國市場時間短,且通過口碑相傳來拓展銷售網(wǎng)絡(luò)和市場,致使其品牌市場知名度不高、產(chǎn)品市場細(xì)分不完善、各產(chǎn)品價格定位有待調(diào)整等原因,要使要中國百花齊放的保健品市場脫穎而出,在市場上擁有自己的競爭優(yōu)勢,扎根于市場創(chuàng)造了蓬勃的生機,高效有序的營銷策略又是其中關(guān)鍵點一個環(huán)節(jié)。本文共分六個部分:第一部分從保健品產(chǎn)業(yè)的PEST分析保健品產(chǎn)業(yè)和發(fā)展機遇,用4Ps理論分析直銷模式下策略優(yōu)化的意義;第二部分從葆嬰公司保健品的現(xiàn)狀并結(jié)合案例獲得啟示;第三部分對葆嬰公司保健品的市場調(diào)研與診斷;第四部分葆嬰公司保健品直銷模式下產(chǎn)品、定價、渠道、營銷推廣、服務(wù)優(yōu)化和品牌宣傳優(yōu)化策略;第五部分葆嬰公司保健品直銷模式下營銷策略的實施和保障;第六部分研究結(jié)論與研究展望。本文運用了案例分析法、數(shù)據(jù)分析法及調(diào)查分析法,從產(chǎn)品、價格、服務(wù)、渠道、營銷推廣等方面分析了葆嬰公司保健品營銷策略存在的問題。因此本文提出了有助于葆嬰公司提高營銷實力的產(chǎn)品優(yōu)化策略、定價優(yōu)化策略、渠道優(yōu)化策略、營銷推廣優(yōu)化策略、服務(wù)優(yōu)化策略、品牌宣傳優(yōu)化策略。使直銷模式營銷策略體系優(yōu)化的有效路徑,讓葆嬰公司在經(jīng)濟競爭日益激烈的環(huán)境中,提高利潤增強企業(yè)的競爭力,促使葆嬰公司利潤最大化的目標(biāo)的實現(xiàn),對保健品企業(yè)的發(fā)展提供一定的實踐參考意義。
[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.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F416.82

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