Research On Marketing Strategies Of Small And Medium-sized Health-food Enterprises In China

Health-food industry which is named "health industry" has a huge market potential in China,it provided a vast market opportunities for Chinese health -food enterprises,and created the myth of fame such as "San Zhu" Liquid and so on,but with the development of health-food industry and consumer's awareness gradually mature,the competitions between health-food enterprises are no longer a simple concept speculation and advertising bombing,marketing strategies become the key factors to decide prosperity or decline of health-food enterprises. there are more than three thousands health-food enterprises in China, sixty percent of them is small and medium-sized enterprises,Their sizes, strength and characteristics are different from those in large enterprises, "suitable" is most important for small and medium-sized health-food enterprises when they develop their marketing strategies,with the analysis of health-food industry and small,medium-sized enterprise's status quo,the thesis puts forward the marketing strategies which are suitable for small and medium-sized health-food enterprises.The thesis expounds the health-food industry history in China firstly,to obtain successful experiences and lessons of failure by analyzing the representative enterprises of all stages,and point out the problems and development trend of health-food industry.Secondly,to demonstrate Marketing environment,characteristics and Marketing problems of small and medium-sized health-food enterprises,finally,puts forward the marketing strategies which are suitable for small and medium-sized health-food enterprises:Localization Marketing strategy:Quality-oriented, local demand as core,Innovation as Competitiveness product strategy; Price-quality pricing strategy based on the local consumption level; Integrity-based and low-cost sales promotion strategy;Franchised store as main channel,supplemented by network sales channel strategy.Relationship Marketing Strategy:Establish and maintain good customer relationships,Cooperation with competitors and achieve a win-win situation,Establish close,stable and mutually beneficial supplier relationship "Dodge" Marketing strategies:Characteristics Marketing, Niche Marketing and Focalizing Marketing."Cooperation" Marketing strategies:Symbiosis Marketing strategy,Attachment Marketing strategy and Virtual Marketing strategy,small and medium-sized health-food enterprises can choose corresponding marketing strategies according to their conditions,in order to expand their survival and development opportunities and space.