Research On The Marketing Strategy Of The Chinese Medicine Grand Health Product-Zhangzhou PianZai Huang

In recent years,the grand health industry,with broad market prospects,is now becoming a new investment hotspot.Under the promotion of the government's emphasis,support and the economic structural transformation,the grand health industry has ushered in unprecedented opportunities for better development.Faced with the vigorous development of the grand health market,Zhangzhou PianZai Huang Pharmaceutical Co.,Ltd puts forward the "one-nuclear-two-wing"development strategy,entering the grand health industry,and commits to making PianZai Huang a domestic first-class health-care brand.However,marketing has always been the weakness of the company,also the existing marketing model has been unable to keep pace with its diversified and rapid development of needs.So,the research and implementation of the marketing strategy of grand health that adapts to the development of the age and social needs is extremely urgent.This article takes the marketing strategy of grand health product—PianZai Huang as its research object.First,it used PEST,SWOT and other analytical tools to analyze the development status and marketing competition environment of the grand health product,PianZaiHuang,expounding its opportunities and threats.Then,guided by the marketing theory of 4PS and 7PS,it conducted a questionnaire survey on customers,interviewed several senior executives and marketing staff.Also,through comparative analysis with Yunnan Baiyao Group,it finds out various existing problems in the marketing strategies of the grand health products—PianZai Huang,exploring the root causes of them.Finally,they gave opinions and suggestions from the aspects of product strategy,price strategy,channel strategy,promotion strategy,experience marketing,service marketing,etc.,highlighting the implementation of brand extension strategy,"online + offline" channel integration,the upgrading of the experience museum,focusing on enhancing consumers'satisfaction and other aspects in the service process.At last,various organizational guarantees,human resources protection,and institutional guarantees needed for the implementation of marketing strategies were designed,which aims to help the company achieve its overall strategic goals through these beneficial researches and explorations.It also has certain reference for the marketing of Chinese grand health products throughout the industry.