Seabuckthorn Xuezhikang Marketing Strategy Study

Shajixuezhikang (SJXZK) is producted by theFudan-Mengyao company in Inner Mongolia, which has marked function of regulating the blood fat. This product obtains the better marketing results since appearing on market on July of 2004, but it hasn't been draw up the more careful and attentive marketing strategy programming. The aim of SJXZK marketing strategy research is to provide the frame and guide for its marketing strategic decision of marketing, and its theories foundation is the classic marketing strategic theories of Kotler's and the competitive advantage theories of Portor's.From the industry angle, the hippophaes industry which has broad foreground brings many opportunities for the development of the SJXZK. The huge potential market of blood fat -lowering health care in China has special characteristic of consumption behavior and the marketing regulations. Although the competition product is too many currently, the market is still immaturity, which is beneficial to the development of SJXZK.The marketing strategic principle of SJXZK is following: Taking customer as the center drastically, and its strategic policy is: Taking the market development as the center; Scooping deeply out the marketing concept of SJXZK; Adjust measures to local conditions; The service is the first.The target consumer of SJXZK is the old people in city, and its market position is a blood fat-lowering claiming and a positioning of high quality-medium price .The SJXZK ought to seek the development according to the concentrated strategy based difference, and make use of the meeting marketing mode and the direct service marketing mode which must be carried on the innovation in the fulfillment.