Discussion On The Marketing Tactics Of Health Ecological Health Drink

Since China’s reform and opening up, with the rapid development of the national economy, the continuous improvement of the standard of living, growing health consciousness in people. At the same time, the pace of urban life, work pressures, leaving many people in the sub-health status. It is China’s health products industry, in particular those included in the national "Eleven-Five" Planning key product directory in Probiotics health products industry provides a broad space for development and market potential. On the other hand, as more and more companies entering the probiotics market, so that market competition of speed increase, and product homogenization of serious lack of single, brand building, marketing strategy and a series of bottlenecks. And growing costs also given probiotics and health products enterprises in China under severe pressure. So, how to use the limited operating budget, through the right mix of marketing and communication strategies, from monoculture to diversified modes, from product sales to brand promotion, thus standing position in a competitive market environment, greater market share and expanding to become placed before many domestic probiotic health products companies an extremely urgent and important issue.This article to HEALTH company’s ecological health drink for the study to analyse its marketing and targeted optimization of the marketing strategy for the mainline, use diagram law, comparative analysis, data and statistics, market research, qualitative and quantitative analysis of law, literature research, depth interviews and so on many kinds of research method. Theory of core competitive power of enterprise strategic management theory, market, market positioning, marketing theory, theories of consumer behavior and marketing communication theory and other theories of MBA knowledge. Marketing of probiotic product market analysis, environmental and development trends on "HEALTH", the company’s overall operation status and "HEALTH" ecological health drink business data for analysis, the Interior and exterior of a competitive environment and competitive analysis of "HEALTH" and also analysis of the problem currently exists in the market.Put forward the "HEALTH" ecological health drinks in market positioning, product strategy, channel strategy, pricing strategies, marketing strategies, as well as dissemination of policy recommendations on the promotion. The leading idea is to market and consumer demand to conduct all marketing activities. Firstly, choose the most appropriate brand and product development based on market segmentation target market and identify their market position. Secondly, account of consumer behavior characteristics of the target market, and on this basis to develop "HEALTH"4P optimization strategies. Thirdly, put the product ads into multiple simple stereo brand communications, make "HEALTH" brand image implantation in the eyes of consumers, and have a strong sense of brand relies on."HEALTH" is a company with mature operation mode enterprises over18years history. It once become the probiotic product market one of the most talked about companies, especially with the market competition is typical of "COMLET"."HEALTH" company bottleneck problems currently facing many common problems encountered by small and medium health products enterprises, universality and representativeness of hope through this paper analysis research for domestic small and medium health products enterprises, even B2C businesses played a role and reference.