Exploration Of The E-Direct-Marketing Of XY Nutrition Food Co. Ltd

With the sustainable Development of our National economy, living standard has been improving. Mass consumption has greatly changed, people increasingly concern about their health, and is growing demand for nutrition food. At present, the different people on the demand for nutrition products show the following trends:First the demand of nutrition food for elderly is still the highest. Second, the demand of nutrition food for women is increasing at a faster rate, especially the beauty products, nutritional supplements and weight loss products. In addition, men in need of nutrition food is also on the rise, because social pressures led to sub-health for them so that make them more concerned about their health. Finally, for children, the demand for nutrition food continues to increase with the awareness of parents to care. From the geographical perspective, the demand for nutrition food in coastal areas is more than inland areas; big cities'is more than small cities'. Demand will drive the prosperity of nutrition food market; nutritional food industry is ushering in the new era.However, behind this prosperity must have been difficult, intense competition in the industry and the rational consumer spending also will be bring great pressure for nutrition food companies. Harmonization of the traditional marketing model is unable to demonstrate the advantages of enterprise. Numerous companies use advertising bombardment smash hit, but finally silent decline and disappear. At the same time, there are many companies which in this environment are rapid growing, and even accounted for more than half the market share of nutrition food market in China, such as Amway, Perfect World, Tiens Group and so on. Their success, not only reflect the great charm of direct marketing, but also put forward new ideas for Nutritious food companies. At the same time, the network is increasingly becoming an integral part of people's lives, so a lot of companies has been succeed because of using the Internet, it also gives nutrition food companies a new opportunity. Direct marketing and network marketing model will be the trend for future development, and the both together will produce network direct marketing model.In this paper, XY Nutrition Food Company as a case, nutrition market as a background, to analysis the company's marketing strategies and then design the market strategies again. The paper is divided into six parts, the first part introduces the nutrition market background which Include the development of nutrition food industry and the development of direct selling industry in china. Paper also describes the content, framework, purposes and methods. The second part describes some of the theories. And the third part introduces the overall environment of nutrition industry, XY nutrition food Company and the problem of its direct marketing modal. Part IV is analysis the feasibility of network direct marketing modal for XY nutrition food Company. And finally to re-design of XY nutrition food Company's marketing strategy and reach a conclusion.