Harbin Longda Of Health Care Products Co., LTD. Marketing Strategy Research

The number of diabetics in China ranks the top globally, and one out of three or four diabetics in the world comes from our country. The constantly rising number of diabetics brings opportunity to the rapid development of diabetes medicines and health products. Harbin Longda Health Products Co., Ltd. is a biotechnology company, whose major business is producing and managing auxiliary hypoglycemic food and health products for patients with diabetes. Like other health care product companies, it also faces enormous pressure of market competition, and many problems are exposed in the process of marketing. For example, customers’ evaluation of the company’s products varies; products’ brand cognition is low; sales channel is simple, etc. Upon investigation, the reasons for these problems are found to be the company’s own products’ defects; the company’s promotion capacity of products is not strong; the sales channel is too traditional.To solve these problems, STP strategy is worked out for Longda Company on the basis of analysis and marketing optimization strategy was proposed. To ensure Longda Company’s marketing strategy to be carried out smoothly, this paper also proposes constructive suggestions for the company in culture construction, team building and management of retail outlets, and thus provides safeguards for the company to carry out the marketing strategy. We hope this study can provide Longda Company with a basis for the improvement of existing marketing strategy for health care products. At the same time, it is hoped to provide a reference to the strategy making of other health care products companies.