| In the 90 s of last century,health vinegar became popular in the market of our country.Luoyang JJL vinegar Co.Ltd who is the object of this paper seize the opportunity at this time,using national patent technology to bring JJL Vitamin Vinegar to the market in 1996,because of its excellent taste and rich in nutrients,it was popular among consumers.However,sales of JJL vitamin vinegar began to decline after peaking in 2004,and with other problems in marketing links and the influence of consumer confidence crisis in health care products industry,the company is facing a hitherto unknown challenge.How to solve those problems,promote the company's economic efficiency,achieve profits growth,enhance the market competitiveness of products,it has practical value for JJL company to design and improve the company's marketing activities.This paper has employed the emergence and development of health vinegar industry as the background,taken its roots in marketing theories and deeply analyzed the marketing actions of JJL Company for Vitamin Vinegar products by methods of document reviewing,on-site investigation,case study,summarizing and conclusion,etc.Firstly,the internal and external environment of the company's marketing were analyzed,then the company's marketing strategy of the status of vinegar was deeply analyzed,to find out the problems.On the basis of previous work,SWOT analysis method was applied,the author points out that the company will further market segmentation,carry out new product research and development,develop the Luoyang local market and broaden the marketing channels,strengthen the construction of marketing team.Secondly,in accordance with STP marketing theory,the market of Vitamin Vinegar was segmented into smaller ones and the target markets were chosen for the company to find an accurate position,finally we confirmed the middle and high income elderly people in the northwest and northeast of china as the company's consumption groups.Then using the traditional 4Ps marketing theory,the marketing strategy for Vitamin Vinegar was improved in aspects of product,price,channel and promotion.Among them,the emphasis is focused on new products research and development,improvement of external product packaging,rename of product,build and improve the company's network marketing channels,do well the public relations with the government through the government's poverty alleviation policy,do network promotion especially We Chat promotion.At last,guarantee measures were worked out to ensure the implementation of the marketing strategy of Vitamin Vinegar in four aspects,they are company marketing organization,salary reward and punishment mechanism of marketing personnel,cultivation of enterprise culture and construction of customer service system.Through study of marketing case of JJL Company,this paper aims to provide theoretical guidance and practical paradigm in terms of marketing strategy for the same companies engaged in fierce competition,so as to promote the healthy competition and development of the health vinegar industry.The shortage of this paper is that the internal data collected is not comprehensive enough for trade secrets,and because of the grasp of trends in health vinegar industry is not timely,so the compare of health vinegar between other companies in the industry and JJL company is not comprehensive and detailed.Meanwhile,the implementation of the safeguards program of development of marketing strategy is not detailed and specfic enough.In the next study,author will deepen the visit and interaction with JJL company,continue to pay attention to the new trends of the development of health vinegar industry,marketing experiences of other companies will be applied to JJL company's marketing activities,to increase economic benefits for the company and enhance the competitiveness of products,then set up a good brand image!... |
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