The Study Of Marketing Strategy For Aiyou New Product Of Ai Youmei Company

In China,the incidence of breast cancer is increasing at a rate of 3.5% every year.Breast cancer has become the first killer of women’s health.There are about 700 millions women in China.The market of intelligent breast care is blank.It have a great potential market.In addition,the state appeal to all people to pay attention to personal health and carry forward the concept of "prevention is more than treatment".The health industry will involve in a new round of development.A breast care product developed by Ai You Mei Health Industry Co.,Ltd.can effectively prevent the occurrence of breast cancer.As a new product of introduction status,it is very important for Aiyou to make a scientific and systematic marketing strategy in order to succeed in the market.This paper uses marketing tools and theories.Firstly,the external environment of Aiyou products,such as macro-environment,industry environment,competition environment and consumer environment,as well as the internal environment of company,product,price,channel and promotion,are analyzed.Secondly,based on the analysis of internal and external environment,this paper analyzes and summarizes the advantages,disadvantages,opportunities and threats of Aiyou products by SWOT analysis,and puts forward corresponding advantages and strategies,disadvantages and opportunities strategies,advantages and threats strategies,and disadvantages and threats strategies.Then,the sales profit target,market positioning and customer coverage target of Aiyou product marketing strategy are formulated,and the marketing strategy to achieve the strategic target is proposed from four aspects of product,price,channel and promotion.The strategy includes using popular APP,cooperating with medical institutions to increase the publicity of products,adding small package products to reduce the price of the whole product to attract customers,increase sales channels of physical examination centers,maternity hotel,postpartum repair institutions,and increase promotional activities of free cervical cancer gene testing and female related training fee reduction.Finally,in order to ensure the realization of the marketing strategy,the paper puts forward the guarantee measures for the implementation of the strategy from the aspects of brand building,organizational structure adjustment,marketing team building,and the improvement of the marketing information system,so as to guarantee the successful development of Aiyou products in the market.