The Marketing Strategy Research Of The WeiBao Ants Capsule

This paper described the development of a small enterprise which is in an irregular Anti-cancer heath care industry. By analyzing the macroeconomic environment in its development, the main drive-on factor, and the main sales model and products of the industry, the author tried to predict the trend of the industry and to point out the way for the enterprise in the future. Meanwhile, the author has provided a case study for medium and small enterprises.The author took the WeiBao Ants Capsule as the specific research object. First, the author had carried out detailed analysis in every business unit of WeiBao Ants Capsule, from which the author concluded the market opportunity. Then, the author divided the market into several parts based on different demand. Finally, the author choosed the target market and decide the market position of the products.With the contents of the above, the author made a further introduction and analysis on the WeiBao Ants Capsule, from the detailed introduction of the packaging strategy and the design elements of the product to the fixed and variable costs of the products. On this basis, we raised the cost-oriented pricing principle of the product. In addition, the author also used the company's market research information on the products and introduced the customer-oriented pricing principle of the product. At last, we determined the pricing system of the product. The author elaborated the theory of Integrated Marketing Communication, which has laid the theoretical basis for the Integrated Marketing Communication of the product and analyzed the key points of the company's Integrated Marketing Communication. The author also developed a suitable strategy for the company's products advertisement, network communication programs, the strategy of the public relationship and etc. Then, the author arranged the time and costs of the propagandize.In the last chapter, the author analyzed the construct of the company's marketing organizations and developed a suitable marketing organization framework for product promotion ,in the framework ,the author identified the responsibilities of the main posts, designed a pay system of the marketing team and finalized the key elements of remuneration assessment of the marketing team.