Study On New Product Of Marketing Strategy Of Health Drinks Of J Company

J company is a newly established enterprise,which integrates R&D,production and sales into one,developed and produced a new health care product--LYS solid beverage oriented by customer demand.The main function of LYS solid drink is to protect the prostate health of men over 30 years old and reduce the risk of prostate inflammation and prostate hyperplasia.It can also relieve symptoms such as frequent urination and urgency due to prostatitis and prostatic hyperplasia.LYS solid drink has patent protection,which is different from prostate health care products sold on the market at present.At present,the ingredients of prostatic health functional food on the market are mostly: lycopene,saw palm,pumpkin seed oil,etc.,sold in the form of capsules and tablets,taking warm water as the main way of delivery.But LYS solid drinks are took in the form of drink,soft taste and easy to take.We all know that to gain an advantage in the competition,enterprises should start from two aspects: differentiation strategy and cost leadership strategy.It is very important to develop a marketing strategy for how to sell new products quickly to capture the market and stand out from the competition.The purpose of this thesis is to develop marketing strategy of LYS solid beverage,a new health product of J company.Through systematic study and summary of marketing theories,combining with practical problems encountered by J company in the marketing process of new products,and according to the market characteristics of LYS solid beverage,a feasible marketing strategy is formulated to conform to the actual situation of J company.Establish corresponding management system,so that new product marketing strategy can be implemented.This paper is divided into six chapters.The introduction introduces the research background,points out the purpose and significance of the research,summarizes the status quo of relevant research,and gives a general introduction to the research methods of the paper.Chapter two summarizes the theoretical basis and literature review of health product marketing strategy.Chapter three analyzes the marketing environment of LYS solid beverage products of J company.In chapter four,the questionnaire survey of LYS solid beverage products was conducted,and the relevant research results were analyzed.The fifth chapter develops the marketing strategy of LYS solid beverage of J company.Chapter 6 establishes the guarantee measures for the implementation of LYS solid beverage marketing strategy.The research results of this paper have guiding significance for the launch of new LYS solid beverage products,and of certain reference value for developing marketing strategies for other new health products.