The Marketing Strategy Research Of Shekang Group's Melatonin

Health products account for increasing importance in the modern family life, so it has great significance to research on the marketing of health products which enhance the national health and nutritional physiques. The thesis takes Shekang Group in Dalian as prototype, through the analysis of the company's marketing environments, its strength and weakness, then raise the appropriate marketing strategy for its development. I hope this can benefit the future work of the enterprises or personnels that engage in the marketing of health products by the way of analysing and researching on Shekang Group.The author evaluates and explores the marketing system of the main products Melatonin exercising the study on marketing expertise and the principles of system analysis methods. Firstly, the article introduces the summary of background information and existing of Shekang Group. Secondly, she analyses the macroscopic environment, the competitors and the enterprise itself, and form SWOT analysis on the basis of the analysis of consumers' psychological behaviors and their purchasing behaviors. At last, she researches on the product design, product pricing, distribution channels, product promotions of Melatonin's marketing system cluing in the 4Ps marketing theory;at the same time, the writer proposes her views on the marketing strategy and give several recommendations.We can really feel the complexity of the marketing environment and the great impacts on the sales of the company after analysing the marketing practice on health products. The success of marketing practice decides by the success of marketing strategies;it's an inevitable choice for Shekang Group to change its marketing strategy according to the changes of marketing environment.