Research On Marketing Strategy Of Health Preserving Products In Traditional Chinese Medicine

The industry of health food made from traditional Chinese medicine plays a very important role in the field of domestic and international health food. But many domestic companies of pharmaceutical health care are facing severe challenges due to unstandardardized practice and excessive development in the business.This thesis will use M Factory of Health Food made from Chinese medicine as a case study. It is a small manufacturing enterprise of Chinese medicine health care products located in Mudanjiang region. It has some problems in its marketing, such as simple product structure plain packaging, simple marketing and promotion practice and so on. Based on the PEST analysis and five model analysis, this article firstly illustrates the influence of the macro and micro environment for the enterprise, as well as competitors for the enterprise in the industry. Secondly, it analyzes the problems existing in the enterprise from perspectives of product, price, channel, promotion, communication.Finally the thesis would propose the corresponding improvement strategies from the product, price, channel, promotion, communication points of view,and at the same time, come up with solutions to improve the human resources management, and strengthen marketing management.