發(fā)布時(shí)間：2018-04-23 16:49

  本文選題：老來(lái)壽 + 營(yíng)銷(xiāo)��； 參考：《山東大學(xué)》2006年碩士論文

【摘要】：中國(guó)保健品行業(yè)是一個(gè)新興的行業(yè)，近年來(lái)得到了迅速的發(fā)展。但是，隨著中國(guó)加入WTO，越來(lái)越多的中國(guó)公司和跨國(guó)企業(yè)進(jìn)入這一市場(chǎng)，，營(yíng)銷(xiāo)模式趨同，競(jìng)爭(zhēng)異常激烈。本文以老來(lái)壽生物公司保健品的營(yíng)銷(xiāo)模式為研究對(duì)象，研究開(kāi)發(fā)獨(dú)具特色的營(yíng)銷(xiāo)模式，對(duì)保健品企業(yè)的長(zhǎng)期發(fā)展具有重要的戰(zhàn)略意義，對(duì)老來(lái)壽生物公司和其它保健品企業(yè)都具有重要的應(yīng)用價(jià)值。 本文主要采用定性研究、比較研究、理論與實(shí)踐結(jié)合等方法，對(duì)中國(guó)保健品市場(chǎng)的現(xiàn)狀、保健品營(yíng)銷(xiāo)模式的特點(diǎn)及其發(fā)展趨勢(shì)進(jìn)行了定性分析，并對(duì)傳統(tǒng)營(yíng)銷(xiāo)模式與新興營(yíng)銷(xiāo)模式進(jìn)行了比較；在此基礎(chǔ)上，分析了老來(lái)壽生物公司的現(xiàn)有營(yíng)銷(xiāo)模式的成就、存在的問(wèn)題及所處的社會(huì)環(huán)境，進(jìn)行了營(yíng)銷(xiāo)模式的創(chuàng)新設(shè)計(jì)。本文的創(chuàng)新之處在于：創(chuàng)建了符合老來(lái)壽生物公司營(yíng)銷(xiāo)實(shí)際的營(yíng)銷(xiāo)模式——以老來(lái)壽俱樂(lè)部為主，以軟文廣告及專(zhuān)賣(mài)店柜為輔的營(yíng)銷(xiāo)模式。 本文共分六章來(lái)開(kāi)展課題的研究。分析了與保健品市場(chǎng)有關(guān)的基本概念及發(fā)展歷程，對(duì)保健品市場(chǎng)傳統(tǒng)的營(yíng)銷(xiāo)模式與新興的營(yíng)銷(xiāo)模式進(jìn)行了比較，并總結(jié)了保健品營(yíng)銷(xiāo)模式的特點(diǎn)及發(fā)展趨勢(shì)；根據(jù)老來(lái)壽生物公司的營(yíng)銷(xiāo)現(xiàn)狀，針對(duì)老來(lái)壽生物公司現(xiàn)有營(yíng)銷(xiāo)模式存在的問(wèn)題，進(jìn)行了營(yíng)銷(xiāo)新模式的設(shè)計(jì)；并對(duì)老來(lái)壽生物公司營(yíng)銷(xiāo)新模式的實(shí)施提出了具體措施。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類(lèi)號(hào)】：F426.7

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李敬;BJS公司會(huì)議營(yíng)銷(xiāo)策略研究[D];山東大學(xué);2011年

本文編號(hào)：1792797