Health Food In China Marketing Strategy

Health food industry, also known as the "wellness" and "eternal sunrise industry" in recent years, the global health food industry growing rapidly, China's health food industry in 1986's "Zhenhua 851 Liquid" inception, has experienced ups and downs. But now the most urgent "health" is the health food industry itself is currently showing the entire health food industry, "Health Industry unhealthy" situation, healthfood companies, including the "sector credit crisis" outside "foreign brand scale attack" double pressure, how well-planned marketing strategy, how to achieve sustained competitive in the market competitive advantage in the health food business must face.In this paper, China's health food business for the study of Chinese health food company's marketing strategies are analyzed and studied with a view to China's healthfood business in the development of some reference, the following major elements:first introduces the research background and significance research ideas and methods and paper structure; second, described the concept of health food and classification, function and characteristics of the recent status was summarized on the marketing theory are reviewed later in this article's analysis for the lay theory base; Next, analysis of China's health food company's marketing strategy, conclusion is drawn that the existence of problems and causes; the fourth chapter, on the melatonin and Amway Nutrilite comparative analysis of the marketing strategy, summed up the similarities and differences; the fifth chapter is an example of health food business, an empirical study on marketing strategy.