Research On Health Products Marketing Strategy Of Mary Kay China Inc

Health-care products industry is rapidly developing for more than thirty years after Chinese reform and opening-up policy and now it has been our national sunrise industry. Nowadays, there are many problems which need to be solved in health-care product industry in our country. For instance, lack of industry standards, complicated type of operations and intense competition. What’s worse, the products of good and bad are mixed with each other. Although there are more and more chances, there are many problems existing. Therefore, how to grasp this opportunity and avoid unexpected risks in this market is a problem that every health-care product enterprise faces with. With this background, Mary Kay, a famous corporation, made its mind to enter the health-care product industry in China. Mary Kay will face the problem of intense competition and lacking of marketing experience after it enters health-care products industry as Mary Kay is a corporation that makes its fortune from cosmetics industry. To solve these questions, market survey and suitable marketing strategy based on it are needed for Mary Kay. Therefore, Mary Kay must work out the best fit marketing strategy about health-care product business for guideline.The problems of Mary Kay in health-care product industry include intense competition as so many health-care product corporations are there. Then lacking experience and suitable marketing strategy is also the problem as this is the first time for Mary Kay to enter the health-care product business in China. To make matters worse is that Mary Kay lacks effective development strategy in health-care products industry and it focuses more on online direct selling, lacking offline sales network system. Then based on problems and environment it is faced with, this paper analyzes the market situation which includes macro and micro environment Mary Kay faced in health product industry. Macro environment mainly includes economic, politic, technology and social problem. Micro environment includes competitors, incomers, sellers and buyers condition in health-care product.This paper analyzes the problems and market outlook in health-care product industry in China. And then Mary Kay enterprise’s own chances and risks in health-care products industry are analyzed in this paper. Also this paper analysis the advantages and disadvantages of enterprise itself using the method of SWOT. Then under the guide of STP theory, we design target marketing strategy and marketing mix strategy for Mary Kay health-care products after understanding internal and external environment. Marketing strategy includes market segmentation, target market selection and market positioning. Marketing mix strategy includes product strategy, price strategy, channel strategy and promotion strategy. At last this paper puts forward organization guarantee, human security, and product quality assurance and system guarantee that Mary Kay implements the strategy that is needed.