| Nutrition and health industry and the dietary supplement industry are already very mature industry in developed countries, but are the fledgling emerging industry and sunrise industry which are rapidly growing in our country. Compared with developed countries, consumption of health nutrition products in China is far below the average level of the world. However, with the rapid development of social economy in China, and the growth of residents’disposable income, the level of consumption has been greatly improved. Meanwhile, with the accelerating process of urbanization, aged tendency of population, increasing of medical costs, the concept of "preventive treatment of disease" has been strength around people, producing a great push to the development of this industry. Nutrition and health industry and the dietary supplement industry are expected to keep developing with the progressive elaboration of related regulations and policies, containing the huge development opportunities and growth potential. At the same time, nutritional and functional food industries are listed in the "twelfth five-year" key development industry in the state, which has laid a solid foundation for the rapid development of dietary supplements industry.Absolutely, nutrition industry in China has entered its "golden decade". As it had brought a profit of￥300billion in2012, while the whole profit of health industry was￥560billion. It’s expected that it will reach￥1000billion by2015. Imported brands continue to entering in the "ten years":NBTY set shops in China in2006;GNC entered by Watsons in2011;Catalo set up chain store in2012and entered high-end supermarket in2012. The expansion trend of domestic brand is obvious:BY-HEALTH is developing rapidly. As the policy restrictions is strengthening gradually, and the market threshold rises, the market faces reshuffle.While the changing of the environment, K-Lex is also facing its own problems to be solved:(1)problems of the continuation of market value in the past. Older and female consumers, accumulated by medicine line and KA can’t beformed into lasting purchasing power. Guide sales force, promotion, terminals.display formed such a seemingly stable consumer groups.(2)Brand competitiveness of "imported" began to be challengedbytheentering and expansion of foreign brands.and BY-HEALTH’s "nutrition UN" strategy.(3)The performance of the brand’s whole image is not strong enough. There is room for improvement in the terminal display, brand recognition, product packaging. And K-Lex is facing its biggest challenge:how to find a new and sustainable market value based on the existing market environment and self problems. In this paper, started from the importance and development prospects of nutrition and health food industry and the current policy, the author analysis the specific circumstance of Guangzhou K-Lex Health&Nutrition Supplement Co, LTD., and making empirical research to analysis the present situation of K-Lex’s brand marketing. Through the analysis of the nutritional health food market marketing environment, facing the existing problems of enterprise marketing management, exploring a fast track project for the brand in the period of rapid development of industry, Combining with the characteristics of nutritional health food marketing and the essence of modern marketing theory, the author plans the mode innovation of brand marketing in the future and optimizes the enterprise structure, and puts forward the solution and the planning scheme. |
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