Research On Marketing Strategy Optimization Of Health Food With Probiotics In Nanjing JW Company

With the rapid development of China's national economy,the continuous improvement of people's income level,and enhanced health consciousness,health food industry in our country has entered a period of rapid development.It has become a new growth point and strategic industry of the national economy.However,China's health food industry is also facing great challenges.The arrival of the Internet era has greatly changed people's lifestyle and consumption patterns,which has put forward new requirements for the marketing of health food enterprises.How to formulate marketing strategy to meet the new era background and market requirement is an important problem that every health food enterprise needs to face.From the perspective of marketing strategy,this paper selected Nanjing JW Company as an object of study.First,it used PEST analysis method and Porter's five forces model to study the macro environment and market competition environment of JW Company,so as to understand the opportunities and threats in the current development of this company.Then,it analyzed the marketing situation of the company in recent years and summarized the practice results of marketing,including: the market share continuing to slide,the product gross margin dropping year by year,sales channels expanding slowly,and brand awareness and consumer recognition lower than similar products.In addition,it pointed out the problems that exist in the marketing,mainly including: the inaccurate market positioning,less product variety,the lack of scientific and flexible pricing mechanism,lack of innovative marketing channels and inadequate marketing promotion.To effectively solve the problems that exist in the marketing,it applied STP theory to improve market segmentation,target market selection and market positioning.On the basis,the theory of 4P was used comprehensively to optimize the product strategy,price strategy,channel strategy and promotion strategy of this company.Finally,after establishing the planning and implementation steps of the marketing optimization strategy scheme,measures proposed to ensure the smooth implementation of the optimization strategy from the aspects of manpower,capital,technology and system.By studying the marketing strategy of Nanjing JW Company,this paper can help the company accurately grasp the market opportunities and cope with the challenges,and better adapt to the market requirements of the Internet era.Also,it is looking forward to provide references for other similar enterprises or products in the health food industry,so as to promote the development of the health food industry in our country and better promote the development of the national health industry.