The Research About Marketing Communication Strategy Of Health Care Products

The marketing communication of health care product enterprise means that communication activities in the marketing process of health care product market,the communication activities are both the foundation of enterprise’s marketing and servicing for enterprise’s marketing. Marketing communication is both marketing and communication. Marketing communication of health care products is the bridge to help contact with consumers, and promoting consumer to deep their impression on health care product and win the loyalty of consumer. The page is based on the related theory,combined with some practical cases and the actual situation of health care product market, used literature analysis, case study, investigations and so on, the purpos of the paper is striving to develop effective marketing communication strategies, and to help enterprise’s business activities.In this paper, the gift economy is the background, the health care product enterprises in China is the research object, according to these we can analysis marketing communication strategy of the health care product enterprises, and I hope it has some meaning to the development of China’s health product industry. This paper is mainly made up of the following contents:Firstly, I state the background and significance about my research and the literature review of similar research and the content, method innovation of my research; Secondly, I introduce the two key concepts--marketing communication and health care products in order to lay the theoretical foundation for the following content; Subsequently, I analysis the whole situation of China’s health care product market, then I analysis the concept of the gift economy and the situation of the gift economy about health care product, then I elaborate the present situation about China’s health care products market, and I look for some problems from marketing communication of health care product market. In the fourth chapter, I analysis the problem about gift consumption in China’s health care product market based on the actual survey data; Finally, according to the analysis above, this article makes the marketing communication strategy about as a gift of health care product from four aspects included products, price, process and promotion. Product strategy has four aspects included product quality, product packaging, product brand and product positioning; channel strategy has two aspects included the supermarket or store sales and network sales; the price strategy has two parts included introduction price strategy types and price strategy health care product of a gift; promotion strategy has four aspects included promotion, advertising, public relations and public praise. Finally, the paper summarizes the research results, and points out the insufficiencies in this paper.Through the content above, we can get the following conclusion from this paper: we can develop characteristic health care products marketing communication strategy on the basis of understanding the theory of marketing communication and in the condition of grasping the situation of health care products market and consumer behavior.