BJS Company Conference Meetingng Strategy Study

The health food industry has the great development for growth and good profitability, as a sunrise industry in the Chinese market. The conference marketing becomes the main way to enter the health food industry for the small and medium-sized enterprises when the customers' awareness of health is much stronger and the effect of traditional media promotion become worse and worse.As a mode of transmission,the conference marketing has some advantages, such as the determinate target customer, low input costs, rapid investment return, good oral traditions effect, close two-way communication between the customer and marketer. Because it exist credit crisis, high employee flow rate, similar patterns, unavailable after-sale services and other problems in the process of implementing, which make health food companies could not fully use the conference marketing.As a health food companies, BJS had used large-scale advertisement bombing strategy to seize the market in the initial stage, due to the high cost, the advertisement strategy is not the suitable way for the company's long-term growth and profitability. This paper combining analysis of the macro environment of health food industry, market competition structure analysis, BJS internal resource analysis, put forward the suitable conference marketing model for BJS. BJS have try hard to get conference marketing match the product positioning, and explicitly put forward the target audience of transmission,the target of transmission,and how to design the information. The conference marketing model will classify three phases, before the conference, during the conference, after the conference in the process of implementing.The paper also put forward the orgnization management for coference marketing plan. Based on the Value Chain Model, this paper proposes fundamental safeguard measures and supportive safeguard measures to ensure BJS company conference marketing implemented smoothly. Strictly control on product quality, increasing ivestment on related supports for the conference marketing and after-sales servic are the main way of supporting safeguard measures. To develop new products,rich product line,and to increase the construction of material base are the main way of fundamental measures.