The Current Situation Analysis And Marketing Positioning Of Genuine Medicinal Material Health Foods In Yunnan Area

Chinese has a long tradition of supplements the health care keeping in good health, after thousands of years of accumulation and inheritance, and gradually formed with Chinese characteristics of the health care theory. With the improvement of public life the health food in People’s Daily life plays a more and more important role. According to the difference of raw materials production, the market health food divided into the following three types currently:as the Chinese medicine theory foundation, products as raw material Chinese medicine; as basis of the theory of nutrition, several kinds of nutrients for resources dietary supplements; in biological engineering as the theoretical basis, products through the raw material transformation and extraction be made. According to the survey, there are about 70% of health foods for traditional Chinese medicine health food in our country health food market at present.The natural condition is complex in Yunnan. Yunnan Wild animal and plant resources are rich and have 6559 kinds of traditional Chinese medicine resources of animals and plants. Yunnan is the genuine regional drug of several Chinese medicines like pseudo-ginseng、Paris polyphylla、herba erigerontis. The pseudo-ginseng’s planting area and the yield of the national totals at least 90% in WenShan; compared the quality and the gastrodin content of the gastrodia elata blume in Zhaotong city than other areas which are the highest; Yunnan Dendrobium nobile is wide distribution, high output and low cost, which supply 70% fresh vimens to manufacturing enterprise of health food. However, with abundant resources advantage relative ratio, the development level of Yunnan healthy food companies is at the last in China. Due to some problems like the low degree of standardization and industrialization、lack of technical talents、low level of science and technology、marketing management lag and has the low ability of develop markets, which many health food manufactories are can not had a better growth.This paper elaborate the marketing investigate three traditional Chinese medicines of Yunnan main has; questionnaire surveys about Yunnan health foods market; preferences of consumer analyses; use some method to analyses Yunnan herbal health foods whose faced the opportunities and challenges from out side like the PEST analysis、microcosmic environment analysis、Michael Porter’s Five Forces Model and SWOT analysis; use the tool of Marketing strategy matrix to find out some questions and give the corresponding solution; through realize the competitive pressure from all round to make sure the marketing strategy with the 4Ps and make target market、protects、price、channel、promotion strategy、brand strategy and so on. And then we establish a theory model.The paper through analyses the macro environment of the Chinese health food market to elaborate the market situation and some problems objectively:Yunnan has rich resources of Chinese herbal medicine, which is high output and quality. The demand of the Yunnan Chinese herbal medicine is more and more by domestic and overseas, so the prospect of market is better. The industrialization level is low about base building of Yunnan Chinese herbal medicine health food manufactory, and they have low investment in this industry. Some companies have low level about ability of marketing develop and comprehensive strength, so they lack of the capacity in resist the risk of market.On base of the survey and analysis the Yunnan Chinese herbal medicine health food trade, we have some countermeasures:(1) bring into play the resources advantage of Yunnan Chinese herbal medicine to developing protects and open up the market; (2) innovation protects and training the core competitiveness of company; (3) set up the correct marketing concept and use the right way to advertise; (4) building the brand; (5) subdivide the market and make the different product strategy aim at different consumers; (6) walk the road of sustainable development, protect the Animals and plants resources to prevent loss and exhaustion; (7) relevant authority of China should improve the law and system of health food industry.