The Formulation And Implementation Of Marketing Strategy For AK Health Care Products Company

In recent years, the market of health products is developing very rapidly; it is considered a very good prospects industry, meanwhile, the phenomena disordered health products market so that consumer is starting to worry about the quality of health products. In this situation, the only way is to establish high reputation of brand if an enterprise occupies a part of market. The critical developing step of an enterprise in long time is how to establish the marketing strategy which is more suitable for them.This thesis study contents:The marketing mode of our county health products and existing problems; AK company situation and its marketing status; the necessity of new marketing strategy of AK Company; how to establish the new marketing strategy for AK Company.AK health care products company, founded in 2005, mainly engaged in Chinese wolfberry, ginseng and other health products. Company’s marketing activities are now in a traditional way and the combination of the Internet.Research idea of this paper:first, according to the STP theory to evaluate the products of the AK care company, and analyze the market demand and consumption area, thereby determining product specific market consumer groups and consumption patterns; then according to the marketing mix 4ps,4cs and other related theory and method to make a new marketing plan and promotion plan for the company’s product development, pricing, sales, and form; strategies are as follows:Product design strategy:1. Design a suitable packaging; 2. Ensure product quality; 3. Constantly develop new productsProduct pricing strategy:1.Value pricing; 2. Differential pricing; 3. Target pricing.Channel selection strategy:1. Combination of online and offline.2. Take the fragmentation of the market channel model; 3. Strengthen the management of marketing channels.Promotions strategies:1. Membership; 2. Discount promotion; 3. The full amount of the purchase discount or send gifts.Based on AK Company as the research object, standing marketing theory methodology to analyze the level of development of its marketing strategy, according to the company’s actual marketing situation, to build marketing strategy mechanism, at the same time to take the sample volume, on the basis of investigation, through discussion, establish model is fully demonstrated. Overall, the proposed marketing strategy can use in practice.This thesis gets the result of good developing prospects for health industry in recent years which are based on our health industry situation, marketing mode and other aspects of analysis. Meanwhile found some exiting problems of our health products market and consumer concerns issues so as to provide new concept for solving of this issues. Through the research of AK company marketing mode, providing new solution for AK company marketing strategy.