【作者】 王彦；

【导师】 潘留栓；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 随着我国经济的飞速发展,生活、工作节奏的加快,宣传健康理念,倡导健康文化已成为时代的主流。因此,健康产业的发展前景相当看好!但保健品行业面临诸多困难,营销模式落后,市场占有率低,销售渠道单一。因此只有了解企业内外部环境状况,并进行合理分析和预测,同时,认清企业营销策略的优势和劣势,运用营销组合策略,才能解决企业在策略的制定、选择、实施等方向的问题。本文选择康化生物有限公司的经营现状为研究对象,提出适合企业自身发展的市场营销策略,运用SWOT分析工具分析康化公司的市场竞争状况,对其面临的机遇和挑战,从优势和劣势等方面的分析,从中找出康化公司市场营销方面存在的问题。最后,论文以市场营销及战略管理的基本原理和基本方法为依据,应用理论与实际相结合的方法,针对公司目前的营销模式、渠道模式、组织结构及人员培训等方向,提出适合其发展的市场营销策略,并为此制定与策略相适应的实施措施。通过本文研究,希望能为康化公司提高市场占有率,并能对保健品企业发展提出建设性的建议。更多还原

【Abstract】 With the rapid development of our economy, and quickening the rhythm of people’s work and daily life, advocating the concept of health and the culture related to health is becoming active demand of times, therefore, the industry of wellness will be a bright future. Meanwhile, there is another situation that healthcare&food industry is facing many difficulties and problems, such as laggard marketing model, low market share, single sales channel and ect. All in all, predicting and analyzing the market based on enterprise internal and external environment, understanding the advantages and disadvantages of marketing strategy and applying to marketing mix strategies can solve the enterprise problems on making, selecting and implementing marketing strategies.This paper selects the current operation of Kang Hua biotechnology company as the research object and proposes the marketing strategy suitable for the self-development of the enterprise,then analyses its state of market competition including its oppunities, challages, strengths and weaknesses by using SWOT method to find out the problems of marketing strategies in this company.Finally,according to the rule of combining theoretic analysis with practical application,aiming at the company’s current status on marketing model、channel model、 organization structure and staff training,this paper proposes a suitable marketing strategy for its development and makes out corresponding measures for strategy actualization and strategy control on the basis of primary principle and method of marketing theory and strategic management theory.It hopes that what have been done in this paper can help the raise of the market share of Kang Hua Company,what’s more,put forward the constructive suggestions towards the development of the healthcare industry.更多还原